Interactive mobile advertising
The advertising market for smartphones is reaching a higher maturity and, especially, advertising maturity is being established as the central part of companies’ strategic planning. Interactive advertising consists in using interactive tools to boost or to influence the consumers’ decision to purchase, and outperforms the traditional mediums in terms of personalization, segmentation, profitability and quickness.
Benefits of interactive mobile advertising
Thanks to technology, mobile publicity can be personalized for specific users through its localization. On the other hand, a mobile advertising campaign is a good way to make consumers to interact with the publicity and the brand. In addition, mobile advertising offers more flexibility than the traditional graphic publicity, so they can be changed more easily than the static ones.
Thanks to interactive mobile advertising, there is a convenience between the company and the consumer: the company can spread the word about offers and publicities more rapidly and clients can access those offers by using their mobile phones at any time. Furthermore, mobile marketing campaigns allow to target audiences with a lesser cost than other advertising formats, since they don’t require too much time to be spread and their development can be immediately controlled.
Interactive mobile advertising formats
- Banner: Static format appearing at the top or at the bottom of the website visited. Their extension is gif., png., or jpg.
- Expandable: Banner that expands when tapping on it to show more advertising content.
- Corner-peel: format that peels away the mobile web page corner.
- Interstitial: ads which take the user to the website of the brand when they tap on them.
- Catfish: A banner that scrolls the screen until it is kept in a fixed position.
- Video Banner: A banner that allows users to see advertising spots on their mobile phones and can use up the whole screen or redirect them to the brand’s website.
- Boucing Video: A video that scrolls the screen and allows the user to conduct it by moving the smartphone.
Future of Interactive mobile advertising
According to eMarketer, mobile publicity will increase up to 50% in the United States by 2015, so marketers will invest more than $28,500M on this medium. On the other hand, they expect it to increase 41% by 2016, so the amount to invest will exceed $40,000M. In addition, they predict that mobile spending will be of $159 billion across the world in 2018, which means 63% of the global digital ad spending.
On the other hand, Forrester Research believes that mobile advertising will account for around 66% of the total digital advertising, which will reach $103 billion in 2019.