Mobile Marketing Advertising Types

1 Oxford Professional Education Group Ltd

Mobile Marketing in Practice

Mobile Advertising Formats


Learning Outcomes

At the end of this session, you should be able to;

• Describe the features and potential benefits to the marketer of different mobile advertising display and non-display formats

Syllabus references 2.1, 2.2


Mobile Display Formats


Basic Mobile Banners• The simplest forms of mobile display banners work across all mobile devices,

including feature phones• They are simple animated or static GIFs that have only one click-through destination• A variety of formats may need to be produced depending on placements required –

Responsive design works best • Some file sizes and specs are extremely limiting creatively


Expandable Banners• The use of simple JavaScript within smartphone browsers has led to the

widespread uptake of expandable banners• Users click the banner, which then expands to fill the screen


Integrated Features• Ad formats can now integrate with some features of the phone, such as

calendar and address book

• This format for a movie allows the user to either watch the trailer, or add the release date directly into the user’s iPhone calendar


Creative Formats• The development of mobile browsers and HTML has led to an increase in the

capacity of mobile ad formats to be both creative and impactful• You can view some excellent creative examples here:

http://www.millennialmedia.com/solutions/advertiser/creative-gallery

• In this example M&M’s wanted to remind consumers why they are Americans favourite nut. The character was introduced into the ad by falling with nuts on the screen, before waving at the end




Video Pre-roll• As on the web, many media owners have made video pre-roll available, and it

can be purchased through a range of ad networks and also programmatically. • Mobile video ad spend in the U.S. more than doubled in 2014, to $1.5 billion

and will reach $6 billion in 2018, representing about half of the total online video ad spend.

• The growth in mobile devices, broadband coverage and 4G services, device screen size and video consumption on mobile devices have driven this increase.

• Both Facebook and Twitter auto enable video content within a user’s newsfeed, further fuelling the growth of video.


Mobile Non-Display Formats


Mobile Search

• Local mobile searches (85.9 billion in 2013) are projected to exceed desktop searches (84 billion) for the first time in 2015

eMarketer, 2014


Differences to Mobile Search

Mobile search has different consumer characteristics:

— Local searches undertaken are increasing - 50% of consumers use mobile devices each month to find local businesses (Google, 2014)

— Average response time for mobile search quicker than other devices - 50% of consumers who conducted a local search on their smartphone visited a store within a day, compared to 34% who searched on computer/tablet. (Google, 2014)


Mobile Search optionsMobile search has a range of different options, including:

— Click to call— Click to app

download— Click to map— Click to mobile site

Google, 2014


Direct SMS send

• Access to opted-in bases of SMS numbers can be purchased

• In the UK the main player is O2, who have more than 6m opted-in users

• The data is highly targeted and personalised, and the option remains one of the preferred options amongst media agencies


Geo-Targeting• Some media owners, such as O2, offer the option to trigger an

SMS when users enter a certain radius of a retail or other location

• Starbucks used the service to offer an immediate discounton coffee

• Burger King used geo –targeting to sent coupons to consumers in specific communities and neighborhoods, enabling them to keep promotions in the forefront of consumers’ minds

• We discuss geo-targeting in more detail in a later session


References• Google (2014), Understanding Consumers' Local Search Behavior, https

://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html (Accessed 7 August 2015)

• eMarketer (2014) Mobile Search Will Surpass Desktop in 2015,http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657 (accessed 7 August, 2015)

• O’Reilly, L (2014), Apple Is Planning To Turn Around iAd By Venturing Into Programmatic For The First Time, BusinessInsider.com,http://uk.businessinsider.com/apple-iad-programmatic-partnership-with-rubicon-project-2014-11?r=US&IR=T (accessed 7 August 2015)

https://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html



http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657



http://uk.businessinsider.com/apple-iad-programmatic-partnership-with-rubicon-project-2014-11?r=US&IR=T





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