Why Your Ad Strategy Must Incorporate Mobile

Never before have Australians been so attached to their mobile devices. According to Deloitte’s Mobile Consumer Survey 2016, Australians interact with their smartphones 480 million times a day.

 

For brands desperately trying to gain the attention of their target audience, it’s a no-brainer that mobile must be a part of their ad strategy.

 

However, despite what we know about mobile penetration in Australia, many brands still see mobile as an afterthought. Rather than making mobile the centerpiece of their strategy, mobile is often seen as an add-on.

 

To build an effective ad strategy which cuts through with target audiences, your ad strategy should be mobile led and here’s why:

 

Reach your target audience where they spend the most time

 

Given what we know about the uptake of mobile and the decline in desktop usage, it’s odd that many brands plan their campaigns with desktop as the starting point. Doesn’t it make more sense to start where your audience are most active?

 

Create more effective ad formats

 

Many brands are falling short when it comes to creating display ads that are built for the mobile medium or creatively maximise the mobile opportunity. Ads created for other channels tend to not work well on mobile, even if they’ve been adapted for the medium. For example, long TVCs on mobile can be incredibly disruptive to the viewer.

 

The best course of action is to create unique ads for mobile which take advantage of the immediacy of the medium and don’t frustrate the viewer.

 

Localise your campaigns

 

Mobile presents an excellent opportunity to localise your campaigns. Ads can be location based, such that when the mobile device is in a specific place, the information received is reflective of that area such as localised coupons.

 

Increase conversion

 

There’s no point developing a great mobile ad campaign if you don’t convert users. For example if you are driving traffic to your website but it’s not mobile optimised you’re in trouble.

 

When you keep mobile at the forefront of your strategy, you can ensure that all elements which contribute to conversion are in place before the campaign launches.

 

If you’d like to discuss your mobile advertising strategy get in touch with us.