What Mobile Advertisement format will work best for my brand?

From mundane text message to interactive images that explode like fireworks onto your phone’s screen – Mobile Advertisements come in different formats, each with their own pros and cons. How do you know which will work best for your brand?

Mobile Search Ads

The small size of the mobile screen will work in your favour if your ad is ranked number one or two on the page. The user will see those ads first and might not be bothered to scroll down and look at the rest. The only problem is, you have to be in those top positions. That means bidding on the right keywords for your brand. It will help if you include the location of your business in the keywords as well as in the copy of your ads – you will get less irrelevant clicks this way.

These ads work well if you advertise locally and they have the potential to acquire a high amount of traffic. It could however get a bit expensive if you try to compete for keywords against larger companies.

Mobile Display Ads

In this case, the size of the mobile screen will work against you. Users might have trouble viewing the text in your ad if your Mobile Advertisement is too small. This begs the question if the click-results will be worth what you pay for. On the plus side: it is a better fit if you have a limited budget because it can be much cheaper than search ads. And you can make it much more visually appealing than just plain text.

Mobile In-App Ads

Placing an ad inside in app can work wonders for your business. You can also play with different ad styles like banners, videos, full screen ads, rich media etc. You can also pay for it in different ways e.g. per click, per download, per impression etc. It is not overtly expensive either. The trick, however, is choosing the right app that will reach your specific target market. It might cost you a few misfires to figure this one out. But once you do, you should be able to have a highly specialized Mobile Advertising campaign!

Herman Cremer
A seasoned professional with 20 years of experience in digital & mobile solutions and advertising.

 

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