As this share of mobile phone traffic continues to rise, marketers are wondering how to fit paid mobile advertising into their overall media mix.
How and when does paid mobile advertising fit into the media mix?
At the Spring 2018 Mobile Ventures Summit in Chicago, several top national marketers revealed they don’t specifically create a separate mobile ad budget. Instead, mobile media options are simply included in their overall digital media budget.
According to eMarketer, mobile will account for 69.9% of all digital advertising in 2018. Two of the best ways to reach and engage prospective fans and consumers when they’re interested or ready to purchase via mobile devices are via Paid Search and some form of Paid Social media.
Mobile Ad Inventory is Evolving
For campaigns needing additional reach, higher engagement rates or localized frequency of message, we’re using new forms of mobile display, audio, and video ad units, including native placements and vertical video.
Native ads afford the possibility of integrated shopping and affiliate links and have historically outperformed other ad formats. Vertical video, is gaining popularity in both creation and consumption — “simply because of the ergonomics of how we all hold our phones.”
Combined with accurate audience and cross-device targeting and a decent selection of mobile ad inventory, mobile will continue to grow and be a good option for many advertisers.