Posted by Welcome to Businessanthem. Mobile Advertising is the act of creating awareness of products to the general public through the use of mobile devices/gadgets such as smartphones and tablets.
Mobile Advertising in Nigeria takes various forms, including video ads, native ads, SMS offers, banner advertisements on websites, ads on downloaded apps and games, and much more.
The goal is to ensure continuous engagement with consumers by utilizing different types of updates to help businesses Grow.
Why are mobile advertising Campaigns Important To Business Growth in Nigeria?
Mobile advertising is an increasingly important marketing channel in Nigeria due to the widespread use of mobile devices.
An average Nigerian adult is expected to spend about 3 hours daily on mobile media. Mobile users spend triple the time on mobile apps rather than mobile web. Business Insider reports that app install ads represent 30% of all mobile advertising revenue.
Mobile advertising spending reached a record $288 billion worldwide In 2021. This is a high increase from the previous years. The latest reporting and insights show that mobile ad spending will be about $413 billion by 2024.
Mobile advertising is an effective marketing technique but requires careful undertaking and consideration of user experience.
How Mobile Advertising Can Help Your Business To Grow
Mobile Advertising Can Help Your Business To Grow in Nigeria Because of The Following reasons:
The Way Mobile Advertising Works
The latest digital advertising technology has given consumers a wide range of options on how they consume media and make their business ideas come to success. People now spend more time on their smartphones, tablets, and other mobile devices than sitting in front of the Television.
Due to the convenience and cost of these devices, not to mention the availability of wireless connections that allow people to go online and access content at almost any time and in many locations.
Companies adapted their advertising campaigns by focusing on mobile advertising strategies to keep up with changing consumer habits and technologies. The chance that new and existing customers will see an ad is greater with a mobile device than with older, traditional options.
Because mobile devices typically have smaller screens than computers or laptops. Its advertising is usually optimized for small displays.
The Benefits of Mobile Advertising Nigeria
- Mobile is a growing industry. Regardless of age, gender, and income, many people have mobile phones in their pockets. Hence changes to reach people increase.
- Mobile phones are handy, and allow you to reach your audience at any time and place.
- Mobile advertising provides multiple channels to reach audiences. For instance, multimedia messages (MMS), voicemails, calls, missed call notifications, and much more.
- Marketers can target audiences based on geo-targeting.
- Reach: Mobile ads can reach a large audience, as most people have their smartphones with them at all times. This means that mobile ads have the potential to reach people when they are on the go, at work, or even in bed.
- Interactivity: Mobile ads can be highly interactive, allowing users to engage with the ad in various ways. For example, users can click on the ad to visit a website or app, swipe through a carousel of images, or watch a video.
- Tracking and measurement: Mobile ads can be tracked and measured in real-time, allowing advertisers to adjust their campaigns and optimize their results.
Difference Types of Mobile Advertising in Nigeria
There are different types of mobile advertising for your business to Grow.
Types of mobile advertising are expected to change rapidly or immediately, as the case may be. In other words, mobile technology will come with a strong push for identifying newer and unheard-of mobile multimedia. With the result of subsequent media migration, as desktop Internet evolves into mobile Internet will stimulate a consumer behavioral shift and establish a paradigm shift in mobile advertising.
The rapid change in the technology used by mobile advertisers can also have an unfavorable effect on the number of consumers being reached by mobile advertisements in Nigeria.
Banner Mobile Advertising
Banner advertisements are one of the oldest mobile advertisements in Nigeria, which appear as rectangular or square images at the top or bottom of a mobile application or website. They are usually static or animated and can include text, images, and/or videos.
Mobile banners do not interrupt the user experience because they are unintrusive. Banner advertisements appear as small rectangular images with text at the top or bottom of your interface on websites. This form of advertising is so frequent that it may have become a regular part of your browsing experience.
Some advantages of banner advertising are: They are cost-effective, simple, universally supported, and affordable. They are usually instantly noticeable with appealing colors, which can help deliver their promotional message.
Native Mobile Advertising
Native Ads: Native ads are designed to blend in with the look and feel of the app or website, providing a more seamless and non-disruptive user experience. These ads can include videos, text, images, and even interactive elements like games or quizzes.
A typical native advertisement includes a headline, brand logo, name, and uniform resource locator (URL). These advertisements often appear like a post from a friend, for example, on popular social media platforms. You can tailor it to suit diverse app experiences where you can display it in various contexts if you prepare the content for native app advertising in a flexible format.
Video Mobile Advertising
Video mobile advertisements are full-screen ads that play before, during, or after a user interacts with an app or watches a video. They can range from a few seconds to several minutes and can be skippable or non-skippable.
Interstitial Mobile Advertising
Interstitial mobile advertisements often appear while you’re navigating through your device and can cover the entire screen. Sometimes, you’re required to wait for a couple of seconds to view the advertisement before you can continue. The full-screen display of interstitial advertisements is effective for gaining attention but, as a marketer, you must ensure they’re engaging, exciting, and creative with an interesting CTA. Hence, they’re relevant and valuable to users.
Interstitial mobile advertising is full-screen ads that appear between app screens, offering a more engaging and immersive experience. These ads can be static or animated and can include text, images, videos, and interactive elements.
Rewarded Mobile Advertising
These are advertisements in Nigeria that offer users a reward, such as in-app currency, for watching a video ad. They are typically used in mobile games and can increase engagement and retention rates.
Rich Media Mobile Advertising
Rich media mobile advertisements are interactive advertisements that allow users to engage with the ad by swiping, tapping, or shaking their device. These advertisements can include games, animations, and other interactive elements.
Application Install Mobile Advertising
These are designed to drive app downloads and can appear as banner, interstitial, native, or video ads. They typically include a call-to-action button that directs users to the app store to download the app.
What Makes a Good Mobile Ad?
For any mobile advertising in Nigeria to be effective, it requires a strategic approach that accounts for user experience, content relevance, and content optimization for mobile devices. Failure to consider these factors can result in an audience that perceives your message as intrusive and annoying. Especially when they are forced to click through ads and pop-ups that they find.
A clear, easy-to-apprehend message with a hard-to-resist call to action, designed with the target audience firmly in mind and that effectively optimizes the small amount of available space is the foundation of a good mobile ad.
How much does mobile device advertising cost?
Mobile device advertising varies based on the type of campaign and mobile advertising you want to run, the format of the campaign, how it is delivered, and what audience you’re trying to reach. So, there is no clear answer for the costs.
There are a few different pricing models that advertising partners and their brands can choose from for mobile device advertising. Some of these models include the following:
- Cost per mile (CPM), a common way of paying for mobile ads, is the cost of 1,000 impressions for an ad. Popular social media companies use CPM pricing for their advertising model.
- Cost per click (CPC), the advertiser only pays when their ad creative is clicked. This model helps brands feel like they are paying for active engagement on their ad. For example, CPC ads are commonly seen on traditional search engine result pages.
- Cost per action (CPA) goes deeper into the marketing funnel. This is when customers not only click on an ad, but they also take a desired action like downloading an app, registering for a newsletter, or purchasing a product. The advertiser is charged When customers take a desired action.
Example of a Mobile Ad
These ads can incorporate videos or eye-catching visuals, ad copy, and an option to click. You may have seen mobile ads on Facebook in between posts from friends and companies that you follow, e.g., learn more, buy now, or take some other action. Or, as another example, Ads will appear periodically as you stream content when watching YouTube, videos.
Finally
Mobile advertising is an effective marketing strategy but requires careful consideration of user experience and implementation.
For any mobile advertising in Nigeria to be effective, it requires a strategic approach that accounts for factors. Such as content relevance, content optimization for mobile devices, and user experience. An audience may perceive your message as intrusive and annoying when you fail to consider these factors. Especially when they are forced to click through ads and pop-ups.