If you don’t believe that, maybe you will believe the more than 615 Million people that has Adblock on their devices. Adblock usage grows over 20% year on year, so you can be assured that there is an issue with mobile advertising.
Although the mobile advertising industry is growing phenomenally, the clear indicator that advertisers are missing the mark can be seen in the growing popularity of the Adblocker on mobile devices.
So am I saying mobile advertising should be avoided? No, but getting it right is tricky. People find mobile advertising intrusive and retarketing/remarketing creepy. People are not collectively opposing any form of mobile advertising, and there are good research to show that advertising acceptance can increase if there are some real thought and consideration put into the content thereof. If you treat mobile advertising as a check-box exercise however, you will be punished!
Here are some tips for your mobile advertising strategy that will improve your campaign:
- Don’t use pop-up advertising
- Don’t use auto-play for videos
- Don’t make ugly ads
- Don’t mislead users with ads
- Don’t hide the ‘Close’ button on your ads. The user wants to close your ad, don’t play ‘find the x’ with them.
- Apply logic with your retargeting, don’t just bluntly follow them around everywhere like a stalker.
Here is a list of the most unpopular advertising categories ranked by “most hated” as voted for during the survey. It’s a good start to avoid these when developing your advertising strategy:
- Telemarketing Calls (81%)
- Pop-up online advertisements (70%)
- Auto-playing online video advertisements (51%)
- Direct mail ads or promotions (48%)
Bad online advertising can cause serious representational damage to a brand. Pay attention to ensure quality and relevant content, and avoid being intrusive, shoppers and browsers will punish you if you don’t.
Cassie van Wyk is the main author of this blog and has years of experience in the field of channel marketing and e-commerce respectively. He has a passion for writing and sharing knowledge, and does a lot of research in order to bring factual information to all the blog visitors. Feel free to reach out at any time!