Best Practices: Mobile Advertising

Best Practices for Mobile Advertising

Mobile advertising has become crucial to any successful marketing strategy in today's digital landscape. With most internet traffic now originating from mobile devices, marketers need to optimize their mobile advertising efforts to reach their target audience effectively.

There are two primary environments for mobile advertising: mobile web and mobile in-app. Mobile web, also known as mobile browsers, refers to internet access via a web browser on smartphones and tablets. On the other hand, mobile in-app refers to mobile apps, which are software applications designed for mobile devices.

When developing a mobile advertising strategy, it's crucial to determine your objectives and key performance indicators (KPIs). Whether you aim to acquire new app users, increase app visibility, or drive engagement, defining your primary goal is the first step in developing an effective mobile strategy.

To help you make the most of your mobile advertising campaigns, here are some best practices to keep in mind:

1. Leverage Your Web Audience

One effective strategy for mobile advertising is to leverage your existing web audience to convert visitors into app users. If your website has a page dedicated to your app, capitalize on this by implementing targeted advertising to encourage visitors to download and engage with your app.

2. Clear Call to Action

Ensure that your ad creatives have a clear and compelling call to action. Whether it's to download your app, sign up for a service, or make a purchase, a strong call to action is essential for driving user engagement and conversions.

3. Utilize Larger Display and Interstitial Creatives

Consider using larger display creatives and interstitial ads to capture users' attention. These formats tend to perform better in terms of click-through rates and user engagement, making them valuable assets in your mobile advertising strategy. Recommended display sizes are 300×250, 320×480, 480×320, 768×1024 and 1024×768.

4. Choose the Right Mobile Measurement Partner (MMP)

When selecting a Mobile Measurement Partner, opt for solutions that offer cross-platform attribution links without breaking out ad sets by platforms. This can provide a more efficient campaign setup that saves you time. 

5. Target the Entire Customer Journey

In your prospecting audience targeting setup, include the entire customer journey you're optimizing for. By targeting users at various customer journey stages, you can effectively tailor your advertising efforts to guide them toward app engagement and conversions.

6. Utilize Detailed Reporting for Optimization

Take advantage of parameters and values in your MMPs to gain detailed reporting for optimizations. Understanding which campaigns, ad sets, and creatives drive app performance is essential for refining your advertising strategy and maximizing ROI. You can use the Creative Macros article to add Quantcast macros to attribution tracking links

7. Incorporate Video and Native Ads

Consider incorporating video or native ad formats into your mobile advertising strategy to increase engagement. These formats are known for capturing user attention and delivering compelling brand messages. For video ad sizes, we suggest using the most common aspect ratios: (4:3) typically, 640x480 or 768x576 sizes; portrait/vertical (9:16); and landscape (16:9), typically 640x360, 854x480 or 1024x576, 1280x720 (for For 720p For) For or For 1920x1080 For (for 1080p) sizes.

8. Conduct Brand Lift Studies

Running a Brand Lift Study can provide valuable insights into which audiences resonate most with your brand. By understanding the impact of your advertising on brand perception, you can refine your targeting and messaging to connect with your target audience effectively.

9. Implement an Omnichannel Strategy

With MMPs now supporting cross-platform attribution, it's essential to implement an omnichannel strategy for your mobile advertising efforts. This allows you to measure app performance for your campaigns across various platforms and channels, providing a holistic view of your advertising impact.

By incorporating these best practices into your mobile advertising strategy, you can enhance the effectiveness of your campaigns and drive meaningful results. With the right approach, mobile advertising presents a powerful opportunity to connect with your audience and achieve your marketing objectives.