This guest column is authored by Sahil Chopra, Founder and CEO, iCubeswire
Most of the advertisers are continuously cramming the buzz word “Mobile First” these days and pushing the same with a lot of capital. The need to keep mobile at the first position emerged when the number of smartphone users in the world rose significantly. Now, there are approximately 2 billion smartphone users globally.
But, still many fail to embrace expected results. It is true that mobile advertising technology constantly witnesses changes in trends and innovations but even than advertisers can meet the pace by avoiding some common mobile mistakes. In spite of blowing hefty amounts in mobile advertising, advertisers are not able to reap the desired benefits.
Let’s take a look at 5 common mistakes mobile advertisers should avoid making, to make the mobile advertising experience better and fruitful.
1. Reformatting Desktop Banners
STOP! Immediately if you are serving desktop banner ads on mobile. This is the biggest faux pass which the mobile advertisers are doing. Advertisers have got their websites mobile-friendly to reach a large mass of audience but they are still pushing desktop banner ads on mobile which is the biggest culprit for bad user experience.
It not only spoils the user experience but also deteriorate the brand value. Therefore, advertisers should make the right use of their money and get responsive banner ads created that adjust themselves according to the size of the mobile screen. This enables advertisers to make the actual message visible on a small mobile screen.
2. Overlooking In-App Ads
Many advertisers who have got their websites responsive take the significance of apps for granted. But actually, the user time spent on mobile is continuously rising. The time spent by consumers on apps is 85% of their total time spent on smartphones.
So, advertisers are wasting money by allocating budget on mobile web and desktops while their audience is busy with the apps. Hence, the whole marketing practice entails an app which increases the number of touch points and be available to the audience everywhere while enhancing the user experience.
3. Leaving Targeted Audience Untapped
Advertisers are still directly purchasing the inventory from publishers without knowing that the audience is precisely targeted or not. Many are still avoiding the use of technology and targeting audience without knowing their behaviour and their position in the purchase funnel.
They should personalize their approach and use mobile DMPs (Data Management Platforms) to segment the best-targeted audience. Advertisers can also purchase mobile app inventory programmatically which has low price and high-performance today.
4. Ignoring User Experience
Ad blockers are indeed the outcome of bad user experience. According to a recent report published on Digital Content Next on February 10, 2016, 60 percent of ads clicked on mobile are due to ‘Fat Finger’ problem which means they are accidental. Most of the times the accidental clicks take the user to the main website which is completely irrelevant and diverting him from the content he is engrossed with getting him annoyed sometimes.
So, the ads should be the best targeted to have a reason to get him engrossed with the new website he has reached since it is relevant to the content he is reading and providing him some additional knowledge. Advertisers can also choose in-feed ad formats or native ads which are less or non-intrusive.
5. Measuring Performance
As soon as the content goes live, advertisers stick to their systems and count the number of clicks they are receiving. But, is it right way to measure the performance? They should measure the performance in terms of branding and the number of conversions as well.
The way they target audience with the help of DMP should also resort to DSP (Demand Side Platform) to track the performance on the basis of different metrics in real-time.
Advertisers always try to leverage the best benefits from their efforts and investments but there are small loopholes that spoil their complete performance. Instead of purchasing the inventory directly they can also approach the any of the publisher networks and have access to the top inventory of multiple publishers. They can also make the most of the remnant inventory that is sold at low price programmatically and can fetch good performance.
Image Credit: Kiip