Making mobile ads work: Interview with InMobi

By Chris Lee

Mobile advertising is attracting an increased share advertising dollars as smartphones and tablet devices march towards becoming the main platforms of choice to conduct search. In Q3 2012, a fifth (21 per cent) of all search advertising clicks in the US were generated by mobile phones or tablet devices, representing 13 per cent of total US paid search spend, according to a Kenshoo report. In China, Internet usage is already higher from mobile devices than on computers.

For John Stoneman, general manager for UK and Ireland for InMobi, the growth in rich media in mobile ads has been the standout development of 2012 as they are compelling, interactive and engaging for consumers, he argues.

Brands are able to use rich media to create advertising experiences far beyond simple point-and-click performance-based campaigns,” he told NMK. “Although this technology isn’t unique to mobile there are far more opportunities open to advertisers on a mobile device that they can’t take advantage of with a desktop.”

Stoneman argued that rich media is a crucial component for mobile branding campaigns and it is even more important for tablet devices where there is a larger digital real estate available.

hanging mobile consumption habits

Consumption habits continue to evolve as the number of mobile devices made accessible to consumer’s increases, Stoneman believes. InMobi’s recent research with Mobext into the role of tablets in the consumer sales journey revealed that two-thirds (63 per cent) of tablet users in the UK agreed that it is easier to access content on a tablet than on a mobile, laptop or desktop. In addition to this the Internet Advertising Bureau (IAB) found that consumers are more than twice as likely to be engaged with tablet ads that are interactive and deemed to be engaging.

Stoneman said this is all great news for brands as it has been estimated that there are now 5.87 million tablets in UK and is likely to increase to just over 10 million by 2013.

Mobile ads in 2013

Location in particular is where rich media can truly unlock the facilities of a mobile device, according to Stoneman.

“Advertisers are able to improve mobile media performance by considering time, location and device in placement and targeting,” he said. “Mature offerings, including location and geo-targeting will become more robust and accurate as the technology develops and advertisers are able to precisely pin point a customer. Furthermore, mobile devices offer a flexible platform for brands to segment customer’s right down to the type of device they are using.”

Effective planning for mobile advertising

Before planning any mobile campaigns marketers should establish clear goals early on and define calls to action, Stoneman advised, as these have an essential role to play in the production of adverts. Also crucial is having a single build and being able to run the ad unit across multiple platforms, he said.

“The ability to create, update and deploy a rich media campaign will ensure widespread success,” Stoneman concluded. “Finally, tracking the campaign will be essential to provide proof of its effectiveness to the client. Tracking post-click mobile conversions such as app downloads, lead generations, sales, or other activities across all mobile marketing channels will provide the data that companies need and is a technology that is supporting the growth of mobile advertising.”

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