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How Important is Contextual Mobile Advertising?

Reaching out to people is possible only with the help of advertising. Giving out the right message to the right set of clients and at the right time is what advertising in the right context is all about. Contextual mobile advertising is one of the most significant mobile marketing strategies that include accurate Geo setting, narrow targeting of audiences and precise queries. Mobile devices are felt as personal and intimate individual gadgets and advertising is targeted for users to bring out a sense of personal communication. Uniqueness of mobile devices poses challenge for brands who strive to make persistent efforts in presenting contextual adverts. Whether to drive awareness for a new product or to urge users to buy a service, audience targeted mobile ads are meant to boost sales and promotion in considerable ways.

Do Not Invade your Client’s Personal Space

Before you start presenting your adverts across mobile devices you must understand the basic difference between mobile and other media (TV, newspaper, etc) advertising. Mobile platform poses great challenge in contextual advertising as it is more personal in nature. Mobile-oriented promotion needs to make users feel intimate and individually served. The idea is not to generate a feeling of shared experience when people watch adverts on TV, web or newspapers.

Personal communication should be incorporated. We belong to an era where we like carrying multiple mobile devices with ourselves and stay connected. A Smartphone is a person’s identity as it is carried everywhere and stays with the person almost throughout the day. There must be a valid link created between a brand and its customer.

According to a recent report presented by Mobile Marketing Association (MMA) an average mobile customer reportedly checks on his/her device approximately 150 times a day. This is a sensational number that determines the habit built around mobile and how it significantly indicates a trend in regular usage time. This must be keenly followed by mobile advertisers. A mobile user must feel important when scanning an advert. Without a mere hello a brash showcasing of a brand will not be taken lightly by a mobile user (you might cleanly lose out on a potential customer).

Annoying Points of Mobile Advertising

Your adverts are aimed to reach your potential customers. Without aiming for contextual advertising you may be simply be snubbed by users for no fault of yours. Some of the irritants for users:

1. Page blocking interstitials will surely be a big NO. Forcing users (who do not allow anyone and everyone to take liberty in eating away their data) to drain out time, battery life and peace just out of the blue will do no good to your brand value.
2. Heavy file types. Avoid these to gain a sound customer base for your mobile advert.
3. Interruptions.

Users are known to block advertisers who follow context free advertising. Blocking is a valid action taken by the mobile world and this creates heavy damage often amounting to billions of dollars. Traffic denial is a thing surely not desired by companies.

Respect Users and Bring in Contextual Promotions

Identify the personal nature of the mobile device and perform advertising tricks accordingly. This would serve you the purpose of respectful advertising. Utilizing the power of mobile technologies is the right way to channelize oneself in promotion.

In-house first party data, geo-location tech and private user IDs are veritable ways for advertisers to identify locations and time zones of users. This will allow advertisers to understand whether advertising to a set of users is appropriate or not.

It is very important to work with well equipped advertising publishers who know every means of personalizing mobile adverts. Publishers use first party data such as in-app analytics and third party data like the social media information to generate detailed audience segments helping organizations to excel in their in-app services. Messaging and targeted data can be worked upon by advertisers depending on the segmentations.

Adapting to In-Context advertising

Facebook feed adverts can be considered as a respectful way of advertising. When a user is within an app careful advertising targets must be done, for example, incentive-oriented video seen on Crossy Road. With carefully sorted campaigns, relevant content can avoid disturbing user experience.

Advertisers can choose to help a user find a late night cab from the airport. This can be achieved by assessing where a user is and what time of day it is.

Publishers can also take note of the adverts displayed within their apps. By using advertisers’ segmentation data and native ad formats ad publishers can rightly enable right context for mobile advertising and win over disrespectful (towards users) advertisers.

Finding the right user at the right time is important in the present times. Context matters a lot in advertising at it rightly positions a brand. By taking into account minute (which go on to make huge impacts in the long run) areas such as individual needs and personal tastes mobile advertisers can choose to become problem solvers. Switching from an advertiser to a problem solver will go on to increase customer trust and effectiveness of their campaigns.

 

Read Also: Strategies for Mobile App Revenue Boost