When you think of mobile advertising then one of the first things you probably imagine is the banner ad. It’s been a staple of the mobile advertising world since, well, the invention of mobile platforms. An unwanted carryover from the desktop age, banner ads have not only stayed the same, they’ve actively fought against any type of change. If you’re a mobile advertiser then you need to accept that the era of the banner ad has ended. It’s time to look forward to the future of mobile advertising.
One of the main problems with banner ads is that they just sort of… sit there. They take up valuable screen space and they don’t have any inherent value themselves. If you want people to take notice of your advertising then you’ll have to be more clever than that. Incorporate your ad natively into the content and you’ll find that people are more willing to engage. In fact, native ads receive twice as much visual attention as banner ads. Plus, a native ad puts the information right in front of a user’s face, whereas a banner ad can get stuck on the periphery. Native ads work so well because they don’t disrupt the user’s experience with the content. They feel natural and are therefore more accessible for a user.
Want to really grab someone’s attention without resorting to the old-fashioned banner ad? Try video ads! Ad spend on video ads is estimated to be $5.5 billion by 2019. That’s because research has shown that video ads encourage engagement up to 400% more than banner ads. Video ads are able to express more complex ideas and are inherently more pleasing to the eye than a flashy banner. Even if a user’s attention is grabbed for two or three seconds by the video, that’s a significant amount of time compared to other ad types. Plus, if you add a reward for watching the video ad then users will feel incentivized to watch the entire thing. Offer in-app perks or other simple offers that will entice users and you’ll see a much higher engagement and conversion rate for your ad spend.
Bottom line? Forget about banner ads. They’re as ancient as the dinosaur. Focus on newer models of mobile advertisements to reap the rewards.
Read the full article here: Threat of undead mobile banner ads