The unfortunate truth is that mobile ad-blocking has become popular because many advertisers aren’t properly serving the needs of mobile users. Mobile is its own platform. Advertisers were quick to push their efforts onto mobile without taking into account the unique aspects of the mobile landscape. This has come back to haunt advertisers as users have gotten sick and tired of a poor ad experience. If you want to make sure mobile users engage with your ad campaigns then you’ll need to avoid some of these common mistakes.
Desktop ads are not mobile ads. The biggest mistake an advertiser can make is by pushing an ad to a mobile device without optimizing it for the platform. Not only will the ad not display properly on a mobile device, it might not even function properly. If a user can’t click on the ad (even to close out of it), then the entire mobile experience is disrupted. That’s a guaranteed way to push people toward installing an ad-blocker.
People don’t use their mobile phones to browse the mobile web. Ad spend is essentially wasted by serving ads to mobile websites. New data shows that 90% of the time people spend on mobile phones is in apps as opposed to the mobile web. Anyone who understands data can see that it makes zero sense to spend money on mobile web ads. The real path to monetary success is by attaching your ads to mobile apps. Forget about the mobile web!
Mobile viewability is also becoming a big problem. Currently only 37% of ads are visible to users and only 28% are visible for more than one second. That’s bad. The problem is that there isn’t a standard for mobile viewability. To make sure that your ads are being seen you’ll want to look into partnerships with vendors such as Moat and IAS. These companies track mobile viewability so you can see if you’re getting your money’s worth.
For the best results on mobile you’ll want to check out private marketplaces for real-time bidding. Otherwise you might end up dealing with all the fraud, transparency, and inventory problems that plague real-time bidding channels. Private marketplaces give you much better control and awareness of viewability and access to more premium mobile ad-units.
Avoid these common mistakes and you’ll be well on your way to having a successful mobile advertising strategy!
Read the full article here: 4 Mistakes Your Mobile-Ad Strategy Needs to Avoid