Seven tips for better mobile advertising

According to a study by Zenith Media, consumers used their smartphones for 800 hours last year. According to forecasts, this figure will rise to an average of 930 hours worldwide by 2021, reflecting the growing relevance of mobile advertising. However, the battle for attention will become tougher. "That's why the quality of mobile advertising has a strong impact on the effectiveness of campaigns," says Paysen.

1. insert GIF animations

Include a GIF in your mobile ads to grab consumers' attention. According to figures from GroundTruth, subtle GIFs in mobile ads increase click-through rates by 25 percent and visit rates by 44 percent.

2. keep the file size as small as possible

The attention span of users is very short on mobile, there is always the risk of distraction and interruptions from the outside world. That's why it's even more important that your ad loads quickly. Publishers prioritize their own content over ads, so ads load last on the site. Keep the file size small. The text should also be as short as possible, as ads with text of five words or less perform 67 percent better when it comes to visit frequency.

3. integrate images 

Of course, the choice of visual depends on the nature of your product and the goals of your campaign, but one thing is certain: including a human or product image will result in a 55 percent higher visitor rate compared to ads without an image. Therefore, choose a visual that will intrigue your potential customers.

4. always plan a call-to-action with it

The call-to-action is a critical factor in advertising, but not all mobile ads include this key component. An ad with a "buy now" call-to-action improves visitor rates by 51 percent compared to the average. Depending on your goal, you always need to prompt your audience to take action.

5. include your location for better discoverability

One of the biggest advantages of mobile advertising is the ability to reach your target audience while they're on the go. Our clients' campaigns have a 53 percent better visitor rate when the user is directed to the store with dynamic directions.

6. place ads at appropriate times 

The success of a mobile advertising campaign depends not only on how the ad looks and where the advertiser places it, but also when they play it. For example, our data shows that engagement is highest at 2 p.m. on Saturdays. Use all the information at your disposal to plan the right days and times to play out your campaigns. But always keep your goal in mind: If you want to attract consumers to your restaurant for dinner on a weekday, it makes little sense to run ads on Saturdays.

7. address your target groups with personalized messages

Experience shows that personalized advertising is better received by consumers. It's not enough to create two different versions of an ad that appeal to two different audiences. Playing ads personalized based on interests or location data improves your response rates and creates a more engaging ad experience for the user.