Spending on mobile advertising is growing fast, but many companies are still wondering if mobile advertising is a fad, an expensive experiment, or whether it’s a new way of reaching customers for the long-term.
Just as with any new innovation, there are often confusing myths and misconceptions surrounding the technology and often obscuring people’s view of the opportunities.
Don’t let these myths hold you back from pursuing mobile advertising:
- “It’s too expensive.” Reality: mobile advertising is among the most cost-effective and accountable marketing that you can do. Admob recently moved to a market-driven model where advertisers bid for ad space, and the result was that clicks are now as low as $0.01. In addition, there are plenty of options for advertisers to build a customized mobile advertising campaign that delivers the right results at a cost-effective price. You can choose from Cost Per Click (CPC), cost per impression (CPI) or cost per thousand Impressions (CPM) to align your mobile advertising budget with your goals.
- “Customers won’t buy on mobile.” Reality: The size of the U.S. mobile advertising market reached nearly $800 million by the end of 2010, and the worldwide market for mobile advertising is expected to grow to $13.5 billion in 2015. Surely all of these advertisers aren’t spending money without expecting to see a return. More importantly, customers are becoming increasingly comfortable with buying on their mobile devices. Just as people used to say that “Amazon can’t make money because people aren’t comfortable with buying online,” people are only going to get more comfortable with making purchases from their mobile phones and mobile devices. Mobile advertising is going to be a big part of the future of eCommerce, and the companies that embrace this medium now will have an advantage.
- “People ignore mobile ads.” Reality: in many cases, mobile ads are harder to ignore than online ads and can have a higher click-through rate. According to a recent study of mobile ads for the financial services industry, mobile ads achieved a 19% click-through rate (compared to a click-through rate of less than 1% for desktop banner ads). One reason is that people relate to their mobile devices differently than they do to a desktop computer – a mobile device creates a more intimate and personal relationship with the user, serving as a guide and almost like an extension of the person’s personality and interests. Instead of being one of several banner ads competing for a person’s attention, mobile ads can get “up close and personal” in a way that other online advertising cannot.
- “Mobile advertising only works for apps.” Reality: some of the most powerful mobile advertising campaigns have been for products and services other than applications. Companies from Starbucks to Diesel jeans to Coldwell Banker Realty have used mobile advertising and mobile marketing to build awareness, promote products and strengthen customer relationships without the goal of selling apps.
- “Mobile advertising is complicated.” Reality: any new marketing technique can be tricky when you are trying it for the first time. Fortunately, there is a fast-growing array of tools and service providers to help companies leverage mobile advertising. This is a fast-growing market with many mobile ad developers seeking to serve the growing demand, and various platforms available to deliver your company’s messages to mobile device users. Another important application of mobile advertising is the possibility of location-based mobile advertising to put highly relevant messages in front of customers based on where they are located and often, what type of buying decision they are considering.
As more companies get comfortable with the realities of mobile advertising, we expect to see more brands capitalizing on the opportunities to connect directly with customers with mobile ads. Don’t let outdated myths and misconceptions hold your company back from these new opportunities.
What’s your take on this? What myths and misconceptions about mobile advertising have you encountered, and how did you overcome them?
About Ryan Morel: Follow @ryanmorel