When you think about mobile advertising, what comes to mind? For many people, it’s those pesky banner ads that pop up, fill your screen, and generate accidental clicks. But the reality is that mobile advertising is much more sophisticated.
As marketers, we are always looking for new, less invasive mobile ads that generate high-quality leads. According to Comscore, users spend on average 69 percent of their media time on smartphones. With all this time being spent on mobile devices, marketers are looking for ways to capitalize on that attention.
It’s not just the amount of time spent on mobile devices that appeals to marketers. It’s that mobile users tend to search for things they need right now. Like a repair shop, a 24-hour pharmacy, or the nearest taco truck. They’re already further down the conversion funnel and know what they want. According to Search Engine Land, 50 percent of consumers who conduct a local search on their smartphone visit a store within a day.
It should go without saying that the first step in any great mobile advertising campaign is to optimize your website for mobile. After all, 61 percent of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (We have some tips on responsive web design here.) But once your mobile site is up and running, how do you draw in the customers?