When considering advertising on mobile, there are a few things you should know to make the best of it. We put together four ingredients for starting your mobile web campaign on the right foot.
Adapt to Survive
If you’re already running a successful Web campaign, you’ll know the importance of user experience and usability. Your transition into mobile will need to take this into equal consideration by adapting your site/product to mobile devices. It’s vital to understand how your product will be used (should you pursue mobile web or apps?)
Go with the Flow
One of the biggest pitfalls we see in mobile content campaigns is carrier-related. When targeting a specific GEO for your mobile product, it’s imperative to understand the different user flow and billability associated with individual mobile carriers. Expert account managers know what works and where, and they can give feedback on what to expect when launching with any set of carriers, connection types, and locations. Although it can be difficult to forge contracts with some operators, we suggest launching with as many as possible and optimizing toward best performance and profitability. Targeting is more specific on mobile so the broader the reach, the bigger the volumes.
Match your Shoes & Socks
Your creative studio and graphic designers are key in this process. A high-quality banner followed by a relevant landing page will be the difference between click to cancel and click to conversion. For gaming products in European markets, HTML5 landing pages are practically mandatory for engaging a user and competing with the advanced graphics of mobile applications. Most importantly, invest in media partners that offer insight on best performing banners and landing pages and can optimize accordingly.
If you’re new to mobile, keep in mind there are lots of players that already have their foot in the door for some time. You’ll need to set aggressive goals and expect that it could take time to break through the glass ceiling. Having realistic goals and expectations will help you weather the first few months of testing, optimizing and ultimately establishing your own mobile presence.
Mary Malinsky is a Mobile Team Lead at dmg