It is estimated that, later this yearthere will be more users using the Internet on a mobile devicesmartphone or tablet, than on a desktop computer. If we focus on Spainthe data is even more spectacular given that the PC penetration is, with a 55%, one of the highest in the world. And in tablets We are not left behind either, since with a twenty-one% we position ourselves as European leaders. This means that more than 22 million people in our country use the latest generation mobile phones or tablets. These are present data, totally real and contrasted, but if we venture with forecasts, the latest studies ensure that in less than three years the use of mobile devices will have multiplied by no more and no less than 17.
Transferring these spectacular figures to the universe of advertising, we find that give up mobile advertisinghe mobile advertising, means closing the door to millions of potential customers, many of which, moreover, do not leave the gadget all day, consulting it several times an hour, sometimes somewhat compulsively. On the other hand, tablets and, especially, mobiles allow the implementation of unique strategies and formats and totally differential with other channels or advertising media, such as ads based on the location technology (GPS).
Most common mobile advertising formats
In a technology that is constantly moving and evolving, it is difficult to draw up a list of the most used or popular types of ads or formats. In any case, we could currently highlight the following 6 formats:
Banners
Ads integrated into pages with a certain audience level of mobile sites would be the natural version of ads on classic desktop websites, which in turn come directly from the typical posters on the walls and billboards in the streets. However, in the mobile advertising These types of ads have evolved towards more sophisticated video formats, mainly of these three types:
- Rich mean. Videos, drop-down by sections and with connections to databases.
- Pre-roll video. It is a video that appears every ten or fifteen seconds before the user can view other content on their mobile.
- interstitial ad. Very direct and short video that appears while a certain content is being downloaded, thus managing to capture the user’s attention.
SMS advertising
They are known and classic text messages. They are characterized by being brief and simple, but also by their great effectiveness. Lately they are also used by WhatsAppsometimes including photos or videos.
SEM campaigns
paid ads that appear in the google searches designed and focused especially for browsing through mobile phones and tablets.
Social media
If we start from the base that More than 60% of users use social networks from mobile devices, many of them as the only connection channel, it is clear that advertising campaigns, promotions and profiles in this type of media can be highly recommended. There are networks for all tastes: from the most generalists and entrenched as Facebookwhich are directed to a specific target (adolescent and youth segment in the case of Tuenti) or those that are based on technologies such as geolocationbeing the most significant example foursquare.
QR codes
The QR code based adsacronym of the English term quick response (quick response) are based on the use of 2d barcodes to combine all kinds of messages and information: videos, catalogs, corporate profiles, etc. It is a very useful and effective method to use alone or in combination with other types of campaigns.
location marketing
They are the latest innovation in mobile advertising campaigns and constitute a field yet to be explored in all its possibilities and enormous potential. Is about use knowledge of the user’s specific locationusing GPS or bluetooth from your mobile, to promote personalized campaigns that induce a specific and impulsive action, for example: launching an imminent offer when the user is inside or very close to a store or business premises.
He mobile advertising They are in full development and evolution phase and have a long way to go. In a certain way it is understandable, because the spectacular penetration and massive use of mobile phones as an element of Internet connection has taken advertising and marketing experts by surprise. In any case, many companies and brands are already aware that if they want to have a complete presence on the Internet, they have to bet heavily on mobile advertising.