Did you know that mobile ads are 30 times more effective than web ads? Yes, that is right.
As a matter of fact, this headline was written by industry publications and experts who actually tested and compared mobile vs web advertising.
The research included 22 brand advertisers and more than 3000 users. The research showed that the average effect of individual SMS or MMS campaigns was 27 times higher than Internet campaigns.
The internet deserves credit for creating new modern advertising concepts that made possible for businesses to promote their brand, products, and services.
The mobile industry, however, with due respect, reacts to the possibility that mobile advertising is, in fact, more effective than web advertising.
Assuming the research, the question left to be addressed is: What actually makes mobile advertising more powerful than web advertising?
#1. Direct User Response
The interactive nature or smartphones removes obstacles to responding, communicating, and buying through direct user response capabilities – click to SMS, click to call, click to purchase.
It is pretty simple and quick, right?
#2. Where the Customers Already Are
Advertisers can reach more users via smartphones than via PCs. When compared globally, mobile usage and ownership overcome the ownership of PCs with Wi-Fi access.
According to the latest research, half of the world’s population today carry a smartphone while there are only 1 billion PC units installed (keep in mind that not all PC units have Wi-Fi access).
There are no doubts that the gap between PC and mobile ownership is greater than ever before, especially in developing markets.
#3. On Location
Only via smartphone can check the user’s location and we all know that users (read, all of us) often change locations – a mall, a local shop, an event, and etc.
Advertising for a small local brand can have a stronger business impact on the mobile than on PCs.
#4. Multiple Touchpoints are Better
PC-based ads have only one way to reach users: through the Internet on a PC.
Carriers, on the other hand, have more options to offer advertisers, for example, missed call notifications, ringback tones, visual voicemail, multimedia messaging, SMS, billing touchpoints, mobile internet, and more.
#5. Trusted Billing Relationship
The high level of trust, as well as, the confidence the user has in the brand improves chances to purchase.
PC purchases generally require money transfer methods such as credit cards, PayPal, and etc. Purchases from a smartphone can be done quicker and simpler by means of the trusted and familiar billing procedure. This makes users more likely to act on their need and purchase through their favorite gadget.
In terms of product awareness, as well as, sales, mobile ads are more effective due to the personal one-on-one nature of smartphones.
Messages are more personal and intended just for the users. Also, users pay more attention to mobile ads than they do to ads that come to PCs.
Mobile ads are usually inspired by real-time situations, for example, location and billing triggers.
This is just one of the reasons why they are more effective in meeting real-time needs and issues and boosting response rates.
#8. Bull’s Eye On Target
The amount of relevant information about a subscriber makes a smartphone the ultimate targeting device.
The mobile phone is used by every single individual. We can’t say the same for PCs. Advertisers know exactly who the users are, where they are located, and etc. That is why they know how to target ads and achieve their end goals.
- Demographic details: From subscriber profile
- Time & context: Website, user, time and location
- Profile builder: Information is gathered from a variety of sources to one unified profile.
- Predictive behavior: Based on preferences, user habits, and history
Targeted ads are way more relevant than those that aren’t targeting a specific audience. Users pay more attention to targeted ads and share them with other people. Advertisers also get a higher response rate.
Unlike PC experience, if you want to participate in mobile advertising, you must opt-in.
Ads on the PC are sometimes ignored while mobile ads are delivered to those who need them or request them.
The way they are transmitted increases their power and effectiveness.
#10. Banner Blindness & Ad Blocking
Eye-tracking research shows that web users have developed this so-called “banner blindness”. What does this mean exactly?
Well, in a large number of cases, these users have stopped noticing banners, no matter how big they are.
The personal connection and nature of mobile advertising prevent you from this phenomenon giving mobile ads a chance to get to the end user and be more effective.
These ten reasons seem to confirm that mobile advertising is more effective than web advertising. The average mobile response rate is 2.72 while in the case of successful campaigns, the response rate reached 11.78%.