With 2017 bidding goodbye, you are making new plans for 2018, and this sets the planning season on. So, you also need to focus on your mobile ads to beat the upcoming competition in the mobile advertising or m-commerce market this year. With the advancements in mobile technology and artificial intelligence (AI), smart advertising has gained momentum. Mobile app makers and advertisers should use this combination to make their mobile ads more dynamic in the coming year.
Desktop mindset is a thing of the past
The desktop mindset has already been changed with the popularity of Android and iOS phones and the full use of the internet. Mobiles have become the easily accessible, all-time available source that provides the users with advertisements of your products, business, and services almost anywhere and anytime. However, designing mobile ads is still a laborious and resource-intensive process for mobile marketers.
Adding dynamics to mobile advertisement makes it more personalized and effective
The primary purpose of mobile ads can be either provide information, entertainment, coupons, or/and raffles. The objectives in the mind of ad developers are building brand awareness, changing the image of the brand, sales promotion, brand loyalty enhancement, customer database creation, and stimulating the mobile word of mouth. These objectives are same as those of traditional marketing campaigns.
Mobile ad dynamics makes your mobile ads more efficient as it considerably enhances user engagement in the ad by making them interactive. Dynamic ads give the user an authentic experience. The user feels that the ad is relevant to what he/she is on a lookout for, thereby reducing the feeling of frustration when the ad pops up. This leads to the targeted advertisement based on the data.
Moreover, the advertiser can also evaluate the performance of the mobile ad campaign by retrieving all relevant statistics by location, property, and core metrics such as impressions, CTR, and total clicks. This real-time mobile ad campaign performance analysis forms the foundation of a customizable and intelligent mobile advertisement and helps in predicting future marketing trends, and facilitating targeted ad campaigns.
Programmatic-first mobile ads to rule the market in 2018
Programmatic ads help advertisers optimize their campaigns and serve a much more significant purpose than just collecting inventory, and automating marketing of data management. Programmatic-first mobile ads constitute 51% of traded mobile ads in 2017. However, in 2018 programmatic is predicted to become a norm as a programmatic-first approach is a win-win scenario for advertisers. Not only it helps advertisers gain more control and transparency overbidding, but also helps them leverage first-party data and make the ad customized as per the user information. The clarity on programmatic models will ensure that the buyers devote more resources to the ‘what’, and less to the ‘how’, driving the performance of mobile ad campaigns to the next level.
AI holds the future for creating dynamic mobile ads
Dynamic mobile ads ensure that hyper-personalized content is provided to the user. They are built in real-time after the server receives an ad request. AI supports the creation of a dynamic mobile ad by adding different creative elements based on the environment, user, content preferences, mobile usage, and many other factors, to the ad. For example, it may use the mobile location to create location-specific ads. This level of scalable customization that would not have been imaginable previously can be made possible using dynamic creative and predictive logic in 2018.
Also, as the success of any advertising campaign is determined by how well the ad targets the right user, with the right message, at the right time, the display of the ads may be made dynamic within the Google AdWords display network. This allows a display of active advertisements on a website to the users, which is based on products the user had earlier browsed on the website or the content on the sites. So, 2018 will exhibit more brands leveraging AI and joining the mobile personalization party.
VR and AR become mainstream of mobile ads
AR and VR are powered by ubiquitous technology and can provide AR and VR experiences can now be easily punched and delivered through mobile devices. Incorporating these skills into your advertisements makes your mobile ad give further customized lessons making the ad dynamic. In the present scenario of consumer control, ad blindness, and ad blockers, mobile ads using AR/VR provide an opportunity for brands to stand out and are predicted to be the primary market drivers in the year 2018.
Though we have listed the major factors that are going to change the way customers receive ads, there may be many other factors affecting the dynamic evolution of mobile advertising in the coming year. The best way to creating effective strategies and create super-performing mobile ad campaigns is to keep yourself updated with the latest trends in the field.
Juned Ahmed is an IT consultant by profession and is working with IndianAppDevelopers, a leading Android app development company. He has more than eight years of experience in developing and implementing marketing strategies.