Cross platform and mobile advertising refers to the effective unified digital media approach adopted for a variety of devices including smart phones, tablets, PCs, and other gaming consoles. The term is relatively new, as many companies have traditionally employed television, radio, newspapers, magazines, billboards, and even postcards in their efforts to reach new markets. As a result, there is currently a large unmet demand for digital advertising across all different types of media. Companies in the advertising industry are constantly striving to attract new customers while simultaneously optimizing revenue and budgeting.
Shift from Traditional Forms
With the increase of mobile devices in the world, companies are looking for ways to get more out of their advertising dollars. While traditional forms of advertising like television, radio, and print adverts are still a viable option for some, there is one major drawback in most forms of these traditional marketing methods – they require a large audience to be reached. This means that only the largest of companies can benefit from them, and this is not always a cost effective method for the smaller businesses who do not have the budget to be able to reach that large audience. With the increase of mobile users, this has changed drastically and now allows companies to reach audiences of varying sizes. For those small to medium sized companies, this can be very beneficial and there are many benefits for cross platform and mobile advertising that you should look into.
Benefits of Cross Platform and Mobile Advertising
One benefit of cross platform and mobile advertising that you should definitely consider is the reach it provides. Unlike other forms of marketing where you are limited to viewing your advertisement on certain channels or certain sites, you can actually reach a wide audience using an app. In fact, it is possible for companies to advertise on apps such as Instagram, which lets people post content through an Instagram photo sharing service. This means that a company could advertise their products and services right through the app, reaching an even greater audience than they would have been able to if they had advertised through a site or channel.
Cost Effective Advertising
Another major benefit of advertising on mobile devices is that there is little to no setup needed on the user’s end. Most of these apps will automatically provide content that can be seen on their screens, meaning that there is no need for a website, mobile phone number, or other form of information in order to load the content. This also means that mobile advertising is very cost effective, especially when compared to other media platforms. Since there is little to no setup required, advertisers do not have to pay for servers and other aspects of maintaining a website that could potentially detract from their profits. As a result, they will typically see greater return on investment because there is very little to lose.
Optimizing Advertising Budgets
The key to optimizing advertising budgets is to know where your money is going – both in terms of dollars and cents spent. Just as there are multiple platforms through which you can advertise your product or service, there are also multiple ways in which to target your audience and target the right audience for your message. To streamline advertising and minimize costs, companies have started to use mobile apps and social media in addition to traditional media, creating hybrid models that work for businesses of all sizes.
For example, distribution services such as taxis and car services have been successful in exploiting the power of cross platform and mobile advertising. Because consumers feel connected to their service and able to get in touch with an independent company at any time of day, mobile advertising is able to reach a broad audience through the convenience of their own homes. Moreover, these apps are optimized to give the consumer the ability to rate, review, and communicate with the taxi or car service, creating a customer base that can be converted into new customers within a short period of time. With the increase in accessibility of smartphones and the integration of GPS technology into cellular handsets, the ability to access maps and track locations has made smart phones the most powerful tool for the modern advertiser.
Mobile Apps for Cross Platform and Mobile Advertising
Mobile apps are also a key for the success of cross platform and mobile advertising. These apps are designed to provide customers with information, news, weather, sports scores, local events and more. By offering consumers additional options when they connect their mobile phones to their computers, companies are able to target their advertising to a specific audience. For example, news and sports app users are likely to be interested in local events. In contrast, those who download mobile marketing apps are more likely to be interested in global news, travel, business, celebrity and TV news.
Use of Social Networks
Another important trend in cross platform and mobile advertising is the use of social networks. There are currently over 160 million users who are active on Facebook, Twitter, Pinterest, Instagram and other social media platforms. Companies have begun to take advantage of the influence of social media by creating customized, eye-catching, real time social ads. A popular method of engagement is the “pin it” option, which allows consumers to pin a picture of their choice on their mobile devices. This action acts as a virtual billboard which can be viewed by anyone who uses the app. Studies show that businesses who feature social media marketing on their mobile website experiences more traffic and conversions.
Primary Players in Cross Platform and Mobile Advertising
While marketers are trying to capture as much attention as possible for their business through these platforms, there are four primary players in the cross platform and mobile advertising market.
The first player is the advertiser. Every company wants to be listed with the top social network providers because these companies allow them to place highly targeted ads within their directory of advertisers.
The second player is the publisher who places the ads on the publishers’ site and collects money from every sale generated by the ad.
- Search Engine
The third player is the search engine, which places the ad on its search engine result pages, where it can potentially reach the largest number of potential customers. With this new type of advertising, a business can not only reach the largest audience possible, but can do so while simultaneously providing the most engaging content for their customers to enjoy. As a result, businesses can increase their brand awareness and generate higher sales revenue.
- Geography Platform
The fourth player in the cross platform and mobile advertising is the geography platform. Geo-targeting allows advertisers to reach people based on their location or interest. The platform will enable a user in the United States to search for a pizza shop in Japan or a dentist in Canada based on where they live. Companies that want to take advantage of this new type of marketing need to determine which type of geography they wish to advertise on and then test their campaigns across a variety of different devices to see which type of audience responds best to their ads.
Unlike other forms of advertising where a company must rely on expensive in-house design studios or expensive television spots, cross platform and mobile advertising is very affordable. With increasing number of smartphone and social media users, the impact of cross platform and mobile advertising is expected to grow exponentially in the near future.