Advertising your brand, products or services helps you position yourself in the market, so you must know the mobile advertising formats. It is very important that you do not work and adapt your content to them, and that the majority of consumers actually navigate there and consume them through these mobile devices.
Think that more and more users use their mobile to perform countless actions: search for recommendations, compare prices, etc. Therefore, You must show them ads that fit their smartphones or tablets. It is necessary that you know the correct measures and that you design a friendly campaign for these devices.
It has become clear that one of the ways to retain modern customers is through mobile content. So in the general strategy of your brand campaigns of this type cannot be missing. Finally, it is essential that you know all the mobile advertising formats with which you can work.
Mobile advertising formats to use
A large part of the users who use their mobile device as a tool tolerate advertisements and do not find them intrusive. That is why you should make the most of the different mobile advertising formats that you have at your fingertips:
1.- Native Ads
Those known as native ads are organic to the user experience. The peculiarity that you have is that They are not featured or tagged as ads, which increases the likelihood that they will be accepted by people.
Natives Ads typically take the form of articles, videos, or images, so they are tailored to the designer of the website or app they are hosted on. These ads are much more effective when they are relevant to the consumer’s interests.
The content is presented in parts. On the one hand, there is the advertising message and, on the other, images or audiovisuals more focused on the user, thus managing to merge into the context of the page without taking away space from it. It’s so effective that platforms like Facebook, Twitter or Instagram have made it popular.
Note that this format They allow to obtain a higher percentage of clicks and improve the user experience. However, they may have restrictions if they are integrated into the applications themselves, which implies an extra investment of time to adapt the campaigns.
2.- Banner ads
One of the first mobile advertising formats to emerge were banners. These are much like web page ads in that they contain a headline and image to grab attention. The most common are the 300×50 and 320×50 rectangular ones, located at the top or bottom of the browser or application.
Neither are they very intrusive, nor too showy. As it has a limited space, it is necessary to reduce the promotional message to avoid information overload, so as not to confuse users. For this reason it works best for well-known brands, since they have no need to present themselves to the public.
You can optimize the profitability of ads for these features if they are used for mobile extensions. Its small graphics that extend beyond the standard dimensions of a banner ad. This offers users more information about what is being advertised.
It works well on all screens and can be produced with a small investment. But they tend to have low click-through rates and high ad rejection rates compared to other formats.
3.- Interstitial Ads
Other mobile advertising formats that offer versatility and results are interstitial ads. Its main feature is that its screen appears full after the user has completed an activity. For example, after watching a video, playing a game, or performing another task.
They will only disappear after a certain set time or when the user closes them voluntarily. It ensures that the user pays full attention to your message, at least for a few seconds. This is one of the reasons why it has become so popular with advertisers.
It has the ability to generate a large number of impressions and clicks for the ads. In addition to being more spacious for your message and providing the possibility of adding interactivity. In the end, it is much more shocking and memorable.
However, not everything is good, since for some users they can be very intrusive and annoying. This negatively influences the user experience, generating a high bounce rate, since a large part of the clicks obtained are involuntary.
The expandable advertising format is a combination of banners and interstitials. If this has an interactive component, they are considered Rich Media. Users prefer to see these types of ads on mobile devices than on their desktop computer.
It is less intrusive than the interstitial, since it appears only when the user decides to interact with it. It also has more space for the advertising message and the possibility of adding video or another type of interaction. The latter facilitates the extraction of the metrics.
Although less intrusive, it still retains a disruptive factor. In fact, in less advanced users they can cause confusion.
5.- Video Ads
Video ads are better known as “in-stream” ads. In this case, they are displayed before, during, or after videos on websites and apps. It is ideal for demonstrating how to use a product correctly.
With video ads you have the ability to target your message to more specific audience segments. Likewise, you can make use of mobile extensions, just like with banner ads. This allows you to offer more information about your product or service without taking up too much space on the user’s screen.
It should be noted that this type of format offers a higher percentage of clicks than others. You have the opportunity to improve the performance of video ads through a clear call to action. Only Make sure the purpose of the message is obvious so users can act quickly.
6.- Video banners
When dressed in mobile friendly advertising formats, one of the usual resource and video banners. They usually play a short audiovisual before the user finishes reading an article or watching a video on your smartphone. We work with short texts, so as not to interrupt the user experience so much.
But keep in mind that videos alone are not the answer to everything; You must take care of the execution of the campaigns. Think that if it is not attractive, or is located in the wrong place, it can have the opposite effect and cause the user to reject your brand.
The best way to make video banner ads more engaging is to incorporate design elements like color, graphics, and animation. It will help improve brand campaigns and engagement, as well as increase the likelihood of generating viral content.
What you should know is that they can be expensive and complex to produce, especially if you have to adapt it to a horizontal or vertical video format. These will only work if you put them in the right place, and they are potentially disruptive to navigation.
Keys to keep in mind
In reality, mobile advertising will be in a phase of complete disorder in which it will influence a series of processes. Therefore, when choosing a format you have to consider mobile technologies, market trends and consumer behavior.
There are basics you can help with when you go to work on your campaign:
- Make sure the format offering all customers added valuethat is, the product or service must provide the customer with an additional benefit.
- You have to develop standards and basic concepts in mobile advertising so that you can implement the formats successfully.
- Mobile advertising mustfit into the existing marketing mix and integrate seamlessly.
- If you want to keep the extra cost down, you want to sell a product or service successfully to establish consumer trust.
- Avoid the loss of measurability of the effectiveness of advertising. Here it is also key to gain the trust of companies that want to advertise. Could you offer a case study where I can see real results.
Choose the best mobile advertising format
Determining the characteristics of mobile advertising formats is the best for your business interests is not an easy task. There are many factors that influence this decision, for example, the budget you have to invest, since some require a higher investment.
You should also be aware that some ad formats tend to be more intrusive. If you are interested in generating a good user experience, then they are not recommended.since they are usually annoying for people because they interrupt their browsing.
Now that you know it, you just have to select the best one that fits your brand and its advertising needs. If you are looking for support, Antevenio We can help you develop your campaigns through our SEM service. With which you will be able to attract more customers and expand your red commercial.
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