Mobile advertising is going to soar in the next few years and is predicted to take over desktop ad spend.
A lot of companies no longer want to advertise through TV because it is extremely costly compared to digital ads. Mobiles are getting a lot of attention now because nearly everyone owns one now at it is the most frequently used platform to browse social media and the web.
Over 4.6 billion people globally own a mobile phone today. That statistic is huge and it is only rising each year.
Since mobile phones are much easier to carry around and constantly check advertisers are taking advantage of this. It can be harder to avoid ads on mobiles than TV. Many people have the ability to fast forward through television ads today which is causing businesses to be wasting money because they aren’t getting the reach they need.
Mobile devices encourage more interactivity with the users which can help companies drive their brand to success. For any Integrated Marketing Communications it is very important to satisfy the following:
- Coherence
- Consistency
- Continuity
- Complementary
What these basically mean is your marketing communications need to be relevant and connected in order to engage consumers. Capturing your target audience and advertising for them will be much for effective than trying to engage them with a very generalised advert.
For example if you are trying to target first home owners who may be younger and not have any kids yet Instagram may be a very good platform to place ads on because most of its users will be in your target area.
Although radio is seen as very traditional and not as important for companies to thrive off it can actually be quite effective. Although it has its weakness that there are no visuals, consumers love hearing from their regular hosts that they might listen to every night. People tend to engage with them more which can be a useful area to explore with your advertisements whether it be getting them to read a script or even just mentioning your product.
I would highly recommend you really understand your consumers day to day habits on what they do on their phone or listen to in order to take optimise your bang for buck as some might say.
What platform do you find you ignore advertisements on the most?
What platform do you find you engage the most with ads?
I personally never listen to ads on TV anymore because I prefer to watch Netflix that has no ads or fast forward through any ads with Foxtel.
I’d love to hear your thoughts below!
Homely things 
I completely agree with your opening statement! Billions of people have smartphones which opens up a whole new world of opportunities for marketers to get closer to their audiences.
Because mobile phones are very personal to consumers, I think it is important for brands to make sure they are effectively targeting their customers to ensure their marketing messages will be received effectively, and not disregarded or viewed as an annoyance. Some brands do this quite well by integrating themselves on mobile platforms or with personalities that consumers are open to listen and engage with.
Your example of targeting first home buyers through Instagram is a good example of how to effectively use a medium people are active users of and are more open to receiving information from; as compared to a pop up ad on the side of a web browser.
The platform I ignore ads on the most would have to be online ads. I have got really good at ignoring pop up and banner ads as I find they are not always relevant to me, and can be quite unattractive.
However, although there is going to be huge growth in mobile and digital marketing, I find that I am more drawn to traditional forms of advertising. Therefore, my favourite platform to receive advertising would have to be TV. Even though I have Foxtel and Netflix like yourself, I do enjoy watching TV ads every now and then to see what advertising trends are peaking and how different brands are communicating.
Do you find you are more open to digital or traditional forms of advertising?
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I find so many people are using ad blocker on their web browsers now which companies should be aware of. All those potential exposures are getting hidden! I find ads done through YouTube or Instagram more engaging as long as they are targeted towards me. Instagram is pretty good at working out what you like to see and advertise towards that, although you don’t see too many ads on there compared to other places which can be relieving.
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