Mobile Advertising, as the words suggest, is the type of advertising with mobile devices like mobile phones as a medium. An increase in the number of users has made the advertisers to focus more on mobile phones rather than on TV or PC. The shift of online activities from laptops to more convenient handheld mobile devices is a boost to mobile advertisements or ads. Even though it has a growing global market, it has its own pros and cons. Let’s see some of them.
What is Mobile Advertising?
Mobile advertising is the type of advertisement via mobile phones. It is a subset of mobile marketing. These ads take various forms like through targeted cold calls, SMS texts, ads embedded in mobile applications (apps). Popular social media websites like Facebook, Instagram, Twitter, etc are free for users. But in order to make revenue, they let businesses run ads on these websites to target their audience. So, when you use your smartphone and get onto these websites, based on your search history, they gauge what your likes and wants. Then, they send across targetted ads for the products/ services you’ll be interested in with the hope that you buy it.
Advantages of Mobile Advertising
- A larger audience
There are very few people who do not use mobile phones or smartphones these days.
It is a matter of prestige to own at least one phone. This means that more people have access to mobile ads. In short, mobile advertising has a wider reach compared to other devices.
- Lower click rate
It is found that the click rate of mobile ADs is lower than that of desktop advertising. It is a human tendency to click on attractive ads popping up on the screen. This is highly profitable for the advertisers who try to make them as impressive as possible.
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As compared to other means, mobile advertising is highly cost-effective. It requires no additional charges in the form of printing the ads. These ads speak for themselves in the user’s hand!
- Anytime, Anywhere service
Unlike laptops and desktops, mobile phones can be carried anywhere a person goes. The advertisers need not be concerned about the time and location as these ads have better visibility.
- Get instant response
One important plus point of mobile phones is that it is always on and present with the users. Since the ads reach them in real-time the response of the users is obtained instantly. The advertisers get to know whether the users clicked their ads or not which gives them better opportunities to improve.
- Better relationship with customers
As mentioned in the previous point, there is a quick response from the users. This helps the advertisers to customize the ads according to the specific nature of the user. Eventually, they get to know the customer better which helps in increased business and better relationships with them.
Disadvantages of Mobile Advertising:
- Lesser mobile sites
The number of mobile sites is less compared to e-commerce sites. Only a few retailers have m-commerce sites which are mobile phone compatible. These sites are needed to support certain features that may not be otherwise possible. But nowadays people are shifting to mobile responsive website designs.
- Slow data transfer
It is often noticed that the content takes a lot of time to load in mobile devices, the reason being the low data transfer rate as compared to laptops or desktops. Unless you have 3G or a Wi-Fi connection, it takes up a lot of time to load the pages.
- Not user-friendly
The mobile devices have small screen sizes which makes it less user-friendly. This is the reason why a large number of users prefer laptops or desktops when it comes to internet browsing.
- Privacy issues
Maintaining the privacy of the users is very important in the world of internet. It has been seen that this issue is not very well taken care of in mobile devices. The risk factor of losing confidential data of the user is always present.
- Not so easy navigation
Unlike laptops, mobile devices do not have a mouse which makes it difficult for navigation. Even for a click, the user has to use the keypad or make an effort to touch the screen. Thus the joy of casually browsing through the sites is absent in such devices.
- Different standards of devices
The mobile devices come in varying screen sizes and specifications. But the ad-makers do not take this into consideration while designing ads. As a result, some of the ads are not supported in certain devices that are not compatible with certain features.
Pros and Cons
A larger audience
|Lesser mobile sites|
Lower click rate
|Slow data transfer|
|Anytime, Anywhere service||
|Get instant response||
Not so easy navigation
|Better relationship with customers||
Different standards of devices