Why Marketers Should Revamp Their Mobile Advertising Strategy to Engage Not Enrage
Picture this: you’re shopping on your mobile device, just itching to find that perfect something to make up for a bad day. After ten minutes of sitting through irrelevant ads, you’re even more peeved than you were to begin with. Ads can be annoying, but they don’t have to be. Let’s take a closer look at how marketers can change their mobile advertising strategy for the better.
The Ad Avoidance Game
Times have changed. You cannot simply bombard potential consumers with your content and hope that they’ll take a detour to your site. People have gotten smarter and, thanks to ad-blocking software, they no longer have to endure ads they don’t wish to see. While this safeguards them from irrelevant ads, it also blocks off ads featuring products or services they might actually be interested in viewing. For the companies pushing these ads, this leads to significant losses totaling at hundreds of thousands of dollars. In the end, both consumers and advertisers are losing out. So, yes, consumers are now playing an ad avoidance game, but that doesn’t mean advertisers can’t play along too.
The Issue on the Table
At rates of 48% and 47%, people are frustrated with ad over exposure and irrelevance to their wants and needs. Well, when taking an even closer look at customer frustrations, it was found that ad blocking is chosen by 37% who thought the ads occupy too much screen space, 33% who were discontented by slow loading times and 22% who reported data drainage as a result. In a nutshell, 78% of consumers are against ads that aren’t optimized for their devices. And they have a point- we have the technology to do so, why not use it? If your business isn’t creatively optimizing your ads for mobile devices, you’re guaranteeing a lost battle to ad blocking.
Given that we know what upsets customers, the fix is fairly obvious. The first issue to address is optimizing your ad space on consumers’ screens who are frustrated over the lack of control they have. Give some power to the people by ensuring your ads only remain on screen while they scroll through it or by only loading ads after a definite action from the viewer. This saves them the trouble of dealing with obtrusive ads that disrupt content or lead to accidental clicks. Steer clear of generic ad content that can be deemed unengaging. If you present a story or interesting narrative, it’s easier for consumers to forget they’re being advertised to. This allows them to walk away with a more positive experience. Give them a story that they’ll keep coming back to for more.
Looking to optimize your ads for mobile devices? Perhaps brainstorm engaging ad content? Kraus Marketing is your award winning, all-in-one digital marketing agency featuring everything from expert web development and graphic design to digital strategists and content creators. We’ll make sure that your content isn’t just awesome, but that it gets viewed by the right people. Contact us today for more information!