How progressive web apps positively impact your SEO

The last couple of years have made a few things very clear. If you have a business online, you need to make it your business to be mobile-first.

Second, your mobile experience needs to be smooth and frictionless if you want it to translate into dollars. Lastly, smartphone users are super fickle and despite downloading over 113 billion apps in 2018, users still regularly use only about 9 apps per day.

So, you need to be on mobile. You need to be awesome on mobile. And people are probably not going to download and use your app regularly. What do you do then?

Build something that combines the slick, user-friendly interface of a mobile app without actually creating an app.

Yes, I’m talking about progressive web apps or PWAs.

In the simplest possible words, a PWA is a mobile-friendly website that behaves like an app but doesn’t need to be downloaded to be used. Users have the option to save a PWA to their phone and launch it just like an app, but it’s totally optional.

Screenshot example of how Starbucks used a progressive web app

There are a whole host of perks that PWAs bring with them while overcoming the inherent disadvantages of building and maintaining a mobile site and a mobile app simultaneously. Let’s take a deeper dive to see how you can get the most out of PWAs.

Speed, thy name is PWA

This is undoubtedly one of the most exciting features of PWAs. Businesses can target users who might be on a slow data connection or even those who are offline with a PWA by using mobile development best practices like caching content ahead of time, compression, and more.

Why should you care about site speed? Because it directly impacts your SEO and your conversion rate.

In January 2018, Google formally announced what many SEO experts suspected for a while that mobile speed would be a key factor in organic search rankings for websites. With that came the mad rush to mobile optimize websites, improve page load times, improve navigation, and the works. In the case of PWAs, pages load instantly due to pre-caching and allow users a quick and simple user experience. A definite SEO win.

Research has shown over time that there is a correlation between site speed and conversion rates. A drop in site speed usually leads to a corresponding drop in conversion rates and vice versa.

Think with Google's stats on site speed and conversions

Source: Think with Google

Comparitive chart of PWAs vs native apps vs responsive websites

Source: One North

Websites can enjoy vastly improved conversion rates with the faster page load times that PWAs offer. Cosmetics giant Lancome switched to a PWA in 2017 and saw a significant improvement in both speed and conversion rates. They experienced an 84% drop in time until the page is interactive and a 17% growth in conversion rates.

Better engagement

Google dictates the fundamental requirements that a website needs to fulfill to qualify as a progressive web app. A smooth user experience including easy navigation, timely push notifications, cross-browser compatibility, responsive pages across all devices are a few important requirements that also lead to a growth in engagement.

PWAs mimic real mobile apps by allowing users to install them on their devices. With the app now on their mobile phones, the chances of interaction and engagement become exponentially higher, as experienced by Forbes magazine when they launched their own PWA. Users were notified every time new content was available via push notifications. With lightning-fast page load times, quick transitions and light page design, Forbes’ PWA managed to achieve the following:

  • Increase scroll depth by 3x
  • Improve sessions per user by 43%
  • Get a 6x increase in readers completing articles
  • Double their engagement rate which means a 100% increase in engagement

In the case of a publishing site like Forbes, high engagement equals high conversions, all thanks to their new PWA.

We know that website engagement metrics like session duration, click-through rates, and bounce rates have a direct impact on search rankings. As Larry Kim demonstrates here, time on site has a definite correlation with your organic search rankings. The higher the session duration, the higher your likely ranking on Google.

Source: Medium

You can say hello to page one on Google, all thanks to PWAs and their superior website engagement rates.

It’s all about the URLs

Progressive web apps truly embrace SEO best practices in every sense of the term. From clear and concise meta descriptions to adding Schema.org data for better indexing and parsing of site data by search bots; a search-optimized website is more likely to make the PWA cut than others.

PWAs don’t require different “mobile.site.com” types of URLs to offer a great experience on mobile devices. They’re automatically configured to provide a consistent experience, no matter what the device. Another bonus is that PWAs are necessarily HTTPS enabled. Not only does this bump up your site on organic search results but also reassures users about the security on your site leading to lower bounce rates, higher click rates, and likely higher conversion rates.

Each page comes with its own unique URL, making even deeply embedded pages easily crawlable and discoverable by search engines. Unique URLs for each page also makes sharing pages on social media and other sites much easier, not to mention more transparently trackable.

With pre-caching in place using service workers, all URLs on PWAs load even when your device is offline, empowering users who operate on older devices or poor network connections.

In closing

As users evolve and express their preferences more clearly, it is up to businesses to ensure that they pick up on these signals and adapt to stay relevant to their target audience. Today’s user is telling us that they expect a fast and frictionless journey on their mobile devices, without being forced to download an app for this superior user experience.

Time to pick up on those cues and invest in PWAs that combine ease of the mobile web with the speed and user-friendliness of a mobile app. Two for the price of one is what you get with PWAs. So when are you going to build yours?

Rohan Ayyar is an avid business and tech blogger, with insights featured on publications like Fast Company, Business Insider, Fortune, and Adweek. He can be found on Twitter .

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Technology has evolved and so has the world of advertising. Mobile advertising is the buzzword of the day. It is definitely one of the most effective means to reach out to your potential customers.

IAB’s internet advertising revenue report for the year 2018 states that “Advertising delivered on a mobile device now makes up 65.1% of total internet advertising revenues”.

In a consumer world that’s always online, a good advertising campaign definitely needs to focus on its mobile phone using audience. However, mobile advertising is a completely new field that differs a lot from the traditional concepts of ad making. 

Present-day marketers use a wide range of sophisticated options to create user-friendly mobile ads to boost a brand name and generate higher revenues. 

The article here answers all your questions regarding mobile advertising, its benefits, different types, steps involved in designing a successful campaign, strategies and the costs involved. 

About Mobile Advertising and its Benefits

Mobile ads are the advertising world’s answer to a consumer world that is hooked on to their phone screens or mobile gadgets. In layman terms, it is the type of product/services advertisement technique that you see on your smartphones.

Mobile phone advertising can occur as text-based ads, banner advertisements, videos or even as mobile games. 

Considering the average screen size of mobiles, the advertisements are optimized to fit into a smaller display area. 

Mobile advertising is essentially a part of mobile marketing using traditional techniques and strategies to collect data. This may include consumer profiles, demographics, habits, preferences, etc. 

So instead of going out and reaching your markets on the physical level (posters, banners), mobile advertising makes use of the popularity of smartphone devices. 

The invention of mobile advertising has been revolutionary when it comes to marketing campaigns. Its reported benefits include a surge in customer engagement rates, cost-effectiveness, personalized consumer relationships, and social media friendliness. 

In a world that has more number of mobile subscriptions than the human population, it would be ridiculous not to base your marketing game around it!

Current mobile advertising trends

Seeing an online promotional advertisement pop up while you’re using an online app is a common occurrence. Consumers expect these and their responses to the advertisements are growing in numbers. 

Interactive Advertising Bureau states that mobile advertising has experienced a growth surge of 65% in 2014, which has since been growing by the day. 

A report sourced from emarketer says “In 2019, worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market.”

mobile advertising

©emarketer.com

Another IAB Internet Advertising Revenue Report, 2018 for the US states that “Mobiles contribute the maximum to the digital marketing’s steady growth and account for approximately two-thirds (65%) of 2018’s internet ad revenues. Mobile advertising revenue grew up to 40% from 2017 to 2018.”

Similarly, according to this article on Ad Age, “digital advertising had yet another record-breaking year in 2017, as ad revenue totaled $88 billion, a 21 percent upswing from 2016”. 

Mobile advertising basics- Things you need to know

So what are the basics that you need to know before you step into the amazing, yet ever-changing world of mobile advertising?

Here’s a list of some basics that you need to learn:

  1. The terminologies used:

programmatic advertising is the new trend in the world of advertising. Everything is changing to digital. Following are some key terms being used:

Demand Side Platform (DSP): It is also known as “buy-side optimizer” or “buy-side platform”. DSP is a digital standard that works for centralized and aggregated media buying from multiple sources. This also includes real-time bidding capabilities of all sources. 

Real-Time Bidding (RTB): This method is specifically used for buying and selling ad inventories that are present in real-time (live). 

Ad exchange: These are the sales channels for purchasing and selling online media advertising inventories. This is the modern version of the traditional manual price negotiation techniques used for bidding. 

Ad network: This refers to the organizations that outsource sales services for publishers. Their key tasks include sifting through the ad inventories from various sources and generate buying opportunities for advertisers. 

Supply Side Platform (SSP): These are exchange places for publishers who want to sell their ad inventory to advertisers. They are also commonly referred to as “sell-side optimizer”, inventory aggregator” or “yield optimizer”. 

Agency Trading Desk (ATD): As the name suggests, this refers to a department of the advertising agency that facilitates the ad inventory purchases by the clients. 

  1. The mobile platforms used:

Understanding the mobile platforms that can be used to target your ads is a crucial aspect. Following are the two types of mobile platforms being used:

Mobile Web: This refers to the pages that are arranged to fit the mobile screen sizes (both smartphones and tablets). Since more users prefer to access their mobile devices rather than desktops, it is easier to reach a higher number of target audience. Modern ad contents like video ads and other rich media versions help in offering enhanced ad experience. 

In- App: Apps are easy to download and navigate and are highly preferred by present-day mobile users. In-App advertisements are those that are visible within these apps. These are specifically designed to target user behavior and preferences and to give them the best browsing experience. 

Ad formats (as discussed in the subsequent sections) rely on the platform being chosen. 

  1. The currency terminology being used: 

Mobile ad campaign payments can be made using several different ways. These include:

  • Pay Per Click(PPC)- Also known as Cost per Click (CPC) in some countries. In simple terms, payments are made based on the number of times the ad is clicked. 
  • Cost per Impression (CPI)-Payments are made for every new ad view.
  • Cost per Action (CPA)- Payments are made for every completed action. 
  • Cost per View (CPV)- Payments are made every time an advertisement pop up. 
  • Click-Through Rate (CTR)- refers to the number of clicks on a particular link. 
  • Cost per Mile (CPM)- Payments for every thousand ad views.
  • Conversion Rate (CR)- Percentage of users taking the desired action
  • Install Rate (IR)- Percentage of users installing an app. 

Advantages of mobile advertising

What makes mobile advertising so effective?

Markets are constantly expanding. New business ventures and entrepreneurs are looking for options to leverage this amazing opportunity.  Following are some of the key benefits of mobile advertising:

  1. Accessible: Social media platforms and mobile apps have become the modern terminology for communication. People spend a considerable amount of time updating their apps. It is hence important to deliver your campaign directly to your consumers.And what better way to do so than to reach out to your consumers on their cell phones. The accessibility benefits of mobile advertising ensure that that your ad campaigns get delivered instantly and accessed easily by the users.
  1. Geo-targeting: Since people keep their cell phones with them when they travel, marketers and advertisers can make use of the knowledge to deliver location-based, geo-targeted advertisements. Location-based mobile advertising is a great way to analyze consumer preferences and habits like shopping favorites, areas frequented, etc.     For example, when a shopper visiting X locality gets an advertisement of a sale happening in a store there, the chances of visiting the store are likely to increase. 
  2. Understanding consumer habits: Mobile devices have a unique ID. Using the id’s, offline as well as online habits of the target consumers can easily be studied. This, in turn, helps in devising a sound marketing campaign. 
  3. Cost efficiency: Mobile advertising is one of the most cost-efficient ways to reach your target customers.  In fact, the overall cost of designing a mobile advertising campaign is a small fraction of a TV or radio ad. Being budget-friendly means that marketers can afford to increase the frequency of sending messages or even target new customers repeatedly.
  4. Personalized advertising: Mobile advertisements have the unique advantage of tailoring the mobile user’s preference in marketing campaigns. Customers have the option to follow, like or even send in their own suggestions to their favorite brands through social platforms. 
  5. Plethora of creative options: Since mobile advertising integrates well with social media channels, websites, and apps, it is possible to enhance the creativity levels of the advertisements. With a strong visual appeal and instant outreach, mobile ads ensure a stronger impression on the target audience.
  6. Fraud resistance: Compared to desktop advertising, fraud detection is easy with mobile devices. It is easy to verify the “Click to calls” and usage. 
  7. Instant results: Cell phone users keep their devices with them wherever they go. The chances of seeing an ad on a mobile set are more as compared to desktop or other traditional advertising methods. Additionally, it is also easy to track user responses instantly. 
  8. Higher conversion rates: Smartphone-based ads, clicks, spend and conversions report the highest growth rate when compared to desktops or even tablets. 
  9. Interactive: People like to take part in advertisements that come along with contests, games, etc. The use of gamification and other features makes mobile advertising more interactive. 

Types of Mobile Advertising

Mobile ads can have different forms and platforms. While marketers use each of the below-mentioned mobile advertising solutions, the suitability to a sector and the baseline strategy decides the choice. Various social media platforms work differently when it comes to mobile advertising techniques and efforts. 

What follows is to consider the different types of mobile advertising options available and consider them with respect to the goal of the advertisement. 

Following is a list of the most commonly used mobile advertising formats

1. Banner advertising

Banner ads are the oldest version of mobile ads. The origin of banner advertising can be traced back to web marketing. However, in a world that is more in love with interactive rich media ads, banner advertisements still manage to survive and be popular. 

Banner ads are often seen embedded in a web host page or an app. In most instances, these are depicted by images (or graphics with text) that are designed to grab the attention of consumers. The idea is to pull the customers from the host page to the advertiser’s page and later convert it into a paying client. 

Mobile advertising

©www.ezanga.com

The use of vibrant colors, quality graphics, and “Call to Action” tabs make banner ads very appealing and popular. The better the visual appeal, the higher is the customer reaction. 

While banner ads are very cost-efficient and are still being widely used, the world is quickly moving to other modern options like gamification ads and video ads (described below). 

That said, banner ads are very much alive and in demand. 

2. Video advertising

A report from the Business Insider says that social video advertising spend doubled up in 2017 (expectedly) to over $4 billion. 

Those FIGURES alone say a lot!

Video advertising is a very powerful communication tool to get a company it’s desired conversion figures. 

Product videos are extremely helpful for customers when they are in a decision-making process. Videos can effectively deliver a complete visual experience, which helps the users to get a closer feel of the products in question

A big percentage of consumers watch videos on their mobile phones. In fact, watching video on a phone has more impact and gets more conversions as compared to watching video ads on TV!

Mobile advertising

Ad makers and marketers use various techniques to display video ads on a mobile device. Options like optimizing a YouTube ad, Shopping ads that get displayed underneath the main video, sponsored advertisements that come at the beginning of video content are used.

Some important tips for creating mobile video advertisements that generate good ROI are:

  • Keep it SIMPLE
  • Use your CREATIVITY
  • Keep it short and CRISP
  • The audio and visuals are NOT TOO LOUD
  • Display a CALL TO ACTION

3. Full-screen or interstitial mobile advertising

 Interstitial advertisements are the full-screen videos or graphics that are usually placed at app transition points. 

Say, for example, you are playing a video game. You’ve just managed to clear Level 1 and are ready to get your next game level loaded. That’s when you observe an image or a short video ad coming up. These are interstitial mobile ads. 

mobile advertising

Interstitial mobile ads

Interstitial ads get high click percentages compared to banner ads. However, the rule that goes with interstitial ads is to display them ONLY at the interval points. The ads appear naturally between the content transition points so as not to interrupt the user activity flow. 

Ad types may include text, graphics or rich media. Finally, users usually get a choice of closing the advertisement by clicking the X button (usually on the top right). 

Since these ads take up the full screen or the majority of the screen space, they work well to grab consumer attention. 

4. Native app-based advertising

Native ads are similar to the banners but are not conveyed directly, so as to be treated as advertisement content. The ads are displayed within the app’s natural environment of the mobile and hence blend in with the flow. 

Since they’re embedded as a part of the mobile environment, they offer an advantage. They can not be blocked. 

So, you get your advertisement displayed to targeted users without actually causing forced interruptions. The appearance, buttons, and design features are similar to other elements of the app. 

mobile ad format native ads

Some key tips for creating high quality native mobile ads include adding the following key ingredients:

  • Headline
  • Crisp description
  • Brand logo or name
  • URL

A popular example of native mobile advertising is Facebook ads. Users scroll through their page/news feed and yet get to see ads embedded in between two news pieces.  

5. Gamified mobile advertising

Gamified options are a type of interactive video or rich media advertisements. These are a favorite with savvy marketers who want to create interactive channels to advertise. 

Games are a natural way to generate user interest. Gaming mobile advertisements work great when marketing apps. For example, if the app is about problem-solving or finding directions on a map, short and quick gaming videos that let the users do test it works great as an advertisement. 

Gaming mobile advertising is a great way to engage customers at a basic level. These also work well to generate user data like consumer profiles, etc. Additionally, gamification based ads create high conversion rates since they manage to capture user attention. 

A potential consumer involved in a challenging game is more likely to spend 10 or more seconds on the advertisement. 

KEY NOTE: IAB’S internet advertising revenue reports state that all digital ad formats (mobile plus desktop) have shown the following growth in the year 2018:

  • Search: Total search ad revenue is up 19% to $22.8 billion
  • Banner: Total banner advertising is up 27% to $15.7 billion
  • Video: Total video advertising revenue is up 35% to $7 billion

Key Steps for Developing a Mobile Advertising Campaign

An online mobile marketing campaign uses a certain set of key elements. Following is a list of factors that add up to create a successful mobile advertising campaign :

1. Establish the objectives

Like any other marketing campaign, it is important to define objectives for the mobile advertising campaign as a first step.  Defining objectives or measurable goals helps you understand your results and take valuable lessons from them. 

A mobile advertising campaign is created in the first place to raise awareness about the brand and increase sales numbers. It also helps drive the web traffic to the company’s landing page. A good number of companies create specific mobile advertisements to promote a special deal or a newly launched product. 

Irrespective of the objective, getting clarity on the goals helps in defining the metrics that are required to achieve the targets. 

Some examples of objectives for a mobile advertising campaign could be:

  • Raise brand awareness
  • Generate “x” number of registrations
  • Get “x” number of mobile opt-ins
  • Get web traffic to the landing site
  • Getting “x” number of people for video gameplay 
  • Increase sales to “x” figure
  • Add a targeted number of new clients per month
  • Advertise a promotional offer

2. Choosing your target audience

Adding more contacts or clients is one of the key reasons to start a mobile promotion event in the first place. 

But just adding up the audience is not enough. You want to target a specific group of audience to be on top of your advertising game. It all starts with identifying who you want to target. 

Once the target audience is identified, it is important to study their preferences and other details like what they need, what they prefer, how they react, etc. 

Identifying the target demographic areas can be done through telephonic surveys, text messages, and social media. 

Most consumers react better to mobile advertisements that are customized for their locality. Targeting localized customers helps generate better conversions. 

Studying a target group of potential consumers also helps to understand their mobile environments. 

It is crucial to factor the viewing mindset of users. 

They typically have smaller screen sizes than conventional desktops, and hence need better clarity with the texts, visuals, and graphics. Also, remember that mobile users usually have shorter attention spans. The advertisements should hence be sufficiently catchy to grab their attention. 

Various online tools like Google Analytics can be used to gather target audience profiles. 

3. Identifying the type of mobile ad you need

Determining the type of ad campaign that is best suited for your product or services needs careful considerations. Ad campaigns could be created to simply generate higher sales or with the sole purpose of creating brand awareness. 

As mentioned in the earlier sections of the article, various types of mobile advertising formats are used by marketers. A campaign could be more suited to video ads or could work well with photo advertisements or banner ads. 

If you’re looking at generating a higher number of clicks, a regular banner advertisement can be used. When the target is to get high sales figures, creating a Video or YouTube-based ad that comes with a CTA link works well. Ensure that the CTA link directs consumers to the landing page that talks about your product. 

Native ads work great when you need to promote an app-based product. A user when viewing the ad in the middle of their mobile activity will automatically get excited about installing the ad (of course, the services provided by the app should be fairly attractive).

Various other mobile-based games or apps that offer a video game prefer to use a gamification based mobile advertisement. As mentioned earlier, gamification ads create a high level of excitability and engagement amongst the users. 

While it is true that some mobile advertising formats utilize lesser resources than others, it is important to consider the purpose and the target audience when choosing a type. Video ads, for example, are costly to create but deliver higher lead generation and stronger brand awareness. 

4. Decide the ad campaign length

Figuring out the type of mobile ad campaign that you want to run and the numbers that you’re looking to generate is the first step. Once you’ve done that, it boils down to planning the actual campaign. 

Start with planning out the length of your ad campaign. This again depends on factors like:

  • Types of actions that the users will need to take (single click, multiple steps, etc)
  • User group preferences as observed from previously generated data. 
  • Budget availability

If a single click directs your user straight to the landing page for purchase, your mobile ad length will obviously be short. On the other hand, a campaign that targets both brand awareness and sales generation will need to run through multiple steps and will hence be lengthy. 

The length of the mobile ad campaign is also a factor that contributes to the overall cost, resources and time. 

5. Consider the targeted devices

Ad content varies based on the devices that are targeted. Different types of contents are used for different devices. 

Smartphones usually have small screen sizes and need more focused content with minimal interruptions. Tablets and iPads, on the other hand, require high-quality creatives. 

Understanding the device preference of your target customers is hence important. We actually keep coming back to the realization that understanding your user groups is extremely crucial. 

Even within a device, the time spent by a user on apps or mobile web needs to be considered. Preferences differ based on region and country. 

6. Ad designing

It finally comes down to designing the mobile advertisement, complete with graphics and content. 

General guidelines to keep in mind while creating a mobile ad are available all over the internet. However, it is important to remember that mobile advertisements are created with the primary objective of getting the viewer’s attention. 

Focus on using high-quality graphics, especially when the ads are being created for iPad and tablets. Remember that viewers using a slightly larger screen expect better quality visuals than those who view the ads on their cell phones. 

It pays to spend time and resources on high-quality graphics when considering certain ad types like banner ads and interstitial ads.

When it comes to mobile advertisements, content works like nothing else. Design alone may not do the job. 

Make sure that your content copy is compelling enough to persuade consumers to buy your products. Ad content needs to be crisp and clear about the product/service along with an attention-grabbing call to action tabs. 

If you can keep your content engaging and interactive, even better. 

Ensure that the number of touchpoints is kept minimal. A user may not like the idea of devoting too much time and attention to complete the CTA after seeing the ad. Keeping them away from their mobile work for too long can create negative reviews. 

Finally, as mentioned earlier in the article, keep your focus limited to a targeted set of audience. Let your users get a sense that the mobile advertisement understands their needs and is created for them. User data like demographics, location, behavior pattern, shopping choices, social media preferences can help creating user-targeted ads. 

7. Data management, reporting, and analysis

Gathering user information is easy. However, it is crucial to respect the privacy of your users and consider the safety of their data. Managing the data that is collected during mobile promotions is important. 

The database collected during mobile campaigns is huge. It is much more than what you can capture through online desktop promotions. Consider the following points for effective data management:

  • What is the type of user data available with you?
  • Owner information (it is advisable that you take ownership of the data from your technology provider)
  • How will the mobile audience be segmented?
  • How are the tracking links set up?

Reporting and analysis are again an important aspect of a mobile advertising campaign. it includes scrutinizing the following:

  • User funnels and the goals that you want your consumers to follow
  • User behavioral patterns
  • User’s engagement time
  • User visit frequency
  • Campaign’s overall contribution to the overall objective

8. Ad testing

So your ad is prepared and you’re ready to launch? 

Now is the time to test the conversion rates. Measurements and metrics can be collected for a small period, like a month to see how the mobile ad is performing. An assessment at this stage will tell you how the advertisement is performing in terms of conversions and sales. 

Other testing variables include user flow, responses, load testing, data captured, etc. 

Mobile campaigns are usually tracked using two key attribution methodologies:

  • Unique Identified matching
  • Device Fingerprinting

Once you have some preliminary measurements, you can take time to improve your mobile ad. 

Key Mobile Ad Strategies That Work

As mentioned earlier in the article, the 2019 mobile ad spending is predicted to account for approximately half of the global advertising market. 

While the rapid growth of the industry is exciting, it has not been easy for brands to get their mobile ad campaign to work as they want. Since the medium is fairly new, it is not always easy to determine the strategies and tactics that work the best. 

A successful mobile advertising strategy varies from one business to the other. However, considering the general trends, the following are some key mobile ad strategies that have shown great results for various brands.

1. Incorporate modern versions of mobile ads

Mobile banner ads are the conventionally used ones by various global brands. While they still hold their popularity, it is time to think beyond banners. After all, “Banner ad blindness” is not an unknown term anymore!

Consumers have shorter attention spans and limited availability of time to view the ad content being thrown in their devices. 

A CTR analysis given by COULL tells gives us the following figures in terms of “click through rates” for various ad formats:

  • Display ads  0.35%
  • Native ads 1.37%
  • Video 11.8%
mobile advertising

©coull.com

While display advertisements like banner ads can be highly effective when directed to the right consumer groups at the right time, it is definitely time to include modern versions like native and video ads in your mobile ads spend. 

2. Think Local

The share of local ad spend is projected to jump in the year 2020.

Ever wondered the reason behind the rapid growth?

Mobile ads are one of the best channels for businesses that are localized. With the possibilities of geotargeting, mobile ads are now being delivered to local consumers. 

In some ways, it helps the user feel interested and connected to the advertisement. When a brand decides to create local mobile advertisements (both, platform-agnostic and device-specific), the results are often highly effective. 

3. Make use of the targeting options

It is important to target your mobile ads to improve overall effectiveness. 

As an ad creator or a mobile ad marketer, it is important to remember that modern-day consumers have a low tolerance for ads that do not serve value. Make use of the capabilities of current mobile devices (like GPS) to create more targeting options. 

Targeting options like consumer demographics, time targeting, behavior targeting etc are very effective when you’re focused on improving your response rates. Ensure that you use as many of these targeting options available. 

Modern options like micro-location targeting and micro time targeting are also being used by mobile advertisers to generate better and rapid results. 

4. Use Google and Facebook as your starting point

With the availability of multiple channels, it is often an overwhelming decision to make a choice on the most suitable ones for your mobile ad spend. 

Mobile Advertising platforms like Google and Facebook offer huge advantages. They allow you to manage multiple mobile ad offerings at the same place. The platforms have been expanding their mobile ad offerings in the last few years. Things like Facebook’s Audience Network and Google Mobile App can be considered. 

This doesn’t necessarily mean that your mobile ad spend ends here. There are various other hubs that you must seriously consider as you grow in business and get a better understanding of the mobile advertising world. 

5. Reduce your ad loading time

Even while fetching awesome conversions, mobile ads often end up being overlooked by user groups. In fact, certain studies report that a big percentage of mobile users prefer to block their mobile ads due to interruptions caused by the long loading time. 

We’ve all faced it. Slow-loading ads that take forever to come through. 

Not just are these ads blocked by user groups, they often end up creating a negative brand experience. 

Ensure that you build lightweight ads to keep them user-friendly. If possible, do not include heavy images or hosted video content. Ad serving processes like “polite load” help by loading a lighter file while the main content gets uploaded. 

Finally, try not to use incompatible technologies for ad serving. 

– Remember, mobile ads need to meet certain pre-defined objectives. Ensure that your ads are as informative as possible. Adding phone numbers, email ids is a great way to do that. Consumers who like your add look for a quick way to get more information. Keep your “tap to call” button visible and attractive. 

Other techniques like providing incentives through ads work great when you want to attract more users and generate leads. Everyone loves free stuff. A discount coupon, a gift card or any other incentive format are good ways to do so. 

For more comprehensive information on mobile strategies, consider reading our article on “7 Mobile Advertising Strategies for Better Conversions”. 

Mobile Advertising Costs

So, how do we get to decide a reasonable ad budget?

OR

How much does mobile advertising cost?

Determining the right spend is definitely not as simple as it sounds. According to a report by emarketer for mobile internet ad spending worldwide, it has grown from 19.20 billion dollars in 2013 to 195.55 billion dollars in 2019! That’s gigantic!

mobile advertising spend

Mobile Internet Ad Spending Worldwide, 2013-2019 ©emarketer.com

Tracking mobile ad expenditures is done via methods like CPS, CPA, and CPM. 

Cost per Click

Advertising networks usually ask advertisers to bid for their CPC. A smaller niche usually receives a higher price for a single click. 

Cost per Action

Ad formats like banner ads or video ads do not really focus on clicks to get conversions. Sometimes, companies build their campaigns with objectives like “x” number of app installments, “x” number of sign-ups, etc. These is the CPA. 

This mode of payment is also dependent on the niche and the quality of the ad created. CPA is the total ad campaign cost divided by the number of actions received.

Cost per mile OR Cost per thousand impressions

This type of payment mode allows to bid for impressions, so they pay for the number of users viewing the mobile ad, and not for the clicks or conversions. 

Not all advertisements are focused on getting immediate conversions or actions. A mobile ad may sometimes solely target brand awareness. These are the instances where CPM or cost per mile modes work best. 

Mobile advertising companies factor their costs vary based on the industry, ad delivery channel, targeted location, size of user group being targeted, mobile device (operating system) and other factors. 

Following are some of the crucial data points for mobile advertising costs:

  • 2017 global mobile advertising spend- 107$
  • 2017- Google generates 32% of total US mobile ad revenue
  • Average CPC for the year 2016- $0.27 (ranging between $ 0.03 in Bulgaria to $0.51 in Denmark)
  • Average iOs eCPM- $5
  • Average Android eCPM- $2
  • Average Banner ad format CPM- $1
  • Average Interstitial Ad format CPM -$3.5
  • Average Video Ad format CPM -$3
  • Average Native Ad format CPM- $10

(Source: https://www.buildinary.com/news/mobile-app-advertising-rates/ )

Examples of Companies with Successful Mobile Advertising Campaigns

According to IAB’S internet advertising revenue reports, mobile has grown to account for nearly two-thirds of digital ad revenue for the year 2018. Additionally, approximately 71% of the time spent online tends to be on a mobile device. 

While the list of brands that have reaped the benefits of mobile advertising is endless, following are five top brands with highly successful mobile advertising campaigns:

  1. Samsung: Samsungs interactive ads which included a personalized real-time battery identification mobile ad unit, when they first introduced Galaxy S6 was a huge success. It allowed viewers to experience the product before they could decide to purchase it. An interstitial ad was also created to demonstrate the smartphone’s fast charging feature. Since users were actually looking for this feature, the targeted mobile advertisements along with the catchy CTA button that led the users to experience the product created a greate demo ad.
  1. Nissan: The video ad showcasing Nissan’s Rogue SUV was an instant hit. The ad featured a fight between the SUV and a gang of snowmen. Users could tap on their touchscreens to participate while learning about the features of the automobile. 
  2. Snickers: Remember how you wanted to grab that chocolate bar every time you heard their audio ad that said: “you’re not YOU when you’re hungry”? Snickers targeted a group of users who were actually listening to a different music genre that was not their usual choice. Just as they were disinterestedly doing that, the audio ad was delivered to pinpointed users who were then taken to Snickers branded playlist called “The Hunger List”.
  1. Netflix: Yes, the world’s leading entertainment service provider created a realistic advertisement experience to capture the interest of the users. The ad used the fear experience that people had while watching their horror paranoia series called Black Mirror. User mobile screens changed to black which resembled a broken mirror. The ad grabbed immediate attention, to say the least!
  1. Pond’s: The super interactive mobile advertisement created by Pond’s managed to grab high user engagement time. What did they do? They targeted a specific group of customers who spent a large percentage of their time on mobile phones and cameras. 

The ad created a personalized event where the front-facing cameras of their smartphones were used. As the user looked into their device, the camera tracked facial features and detected acne-prone areas of the skin. Bang! Their new Acne treatment product was a hit.

Final words: 

2020 is fast approaching.

You can no longer solely rely on the quality of your products to win over new customers. Customer experience is important too. With the growth of mobile advertising, business owners need to now focus on mobile customer experience. 

Mobile advertising is the future of the advertising industry. It is the quickest way to reach the Gen Z audience to sell your brand or product. With news of 5G being introduced to the markets soon, the internet speed will go zooming. Video ads, gamification and reality ads will get easier to deliver. 

Finally, Virtual Reality and Augmented Reality are expected to play a significant role in the world of mobile advertising. 

 



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https://searchengineland.com/

With more brands than ever relying on digital marketing as their main form of advertising, it’s no surprise that professional digital marketers are in very high demand. In fact, Reuters reports that in 2017, digital marketing spending increased by 44 percent in the United States and to $52 billion in Britain. Globally, digital marketing spend is estimated to approach $100 billion. If you’re looking to work in an industry that continues to grow and provide numerous opportunities, digital marketing may be the perfect career path for you.

What is a digital marketer?

Digital marketing uses many traditional forms of classic marketing and sales techniques, but is coupled with technology for a more modern approach. Depending on your interests and goals, you can train as a digital marketer who is well-rounded in all types of online advertising and marketing, or you can choose to focus on one specific area.

https://searchengineland.com/

Why should you become a digital marketer?

Even if you don’t have any experience working in digital marketing, this is an industry that offers tremendous opportunities for all skill levels with the right training. It is a fast-paced field that is constantly evolving and as such, new roles that need to be filled pop up quite often. If you’re creative, interested in data, curious about how the consumer mind works, can work well independently and as part of a team, and you’re eager to learn, consider taking the next step toward becoming a professional digital marketer.

Another
great advantage of training to become a digital marketer? Although training is
often necessary for those new to the field, and a huge plus for those who have
some experience, obtaining a four-year degree is often unnecessary. If you’re
looking to train in a field that doesn’t require a significant upfront
investment, digital marketing may be just what you’re looking for.

The demand for digital marketers is high

Burning Glass Technologies reports that for every four out of 10 marketing job ads, digital marketing knowledge is required. They also report that:

  • Multi-channel marketing and mobile marketing offer some of the higher salaries.
  • Digital marketing positions take approximately 16 percent longer to fill when compared to other roles.
  • Marketing positions that call for digital marketing skills typically offer almost $7,000 more annually.

These numbers are expected to continue to go up as the demand for digital marketers grows as well.

How to become a digital marketer?

The first step to becoming a digital marketer is to enroll in a training program that offers the skills needed to succeed in this field. It can also be helpful to know if there’s a specific area of digital marketing you’d like to focus on, as there are many training programs that target specific types of digital marketing. But it’s always an option to just learn about some of the digital marketing fundamentals initially, and then decide later on if there’s a specific area you’d prefer to concentrate on.

This video may help you understand how to become a digital marketer.

Enrolling in digital marketing courses

Enrolling in an online digital marketing course is typically the most economical, quickest, and most convenient way to learn about digital marketing. Some of the most knowledgeable professionals in the industry teach these courses, which also include hands-on projects and assignments, allowing students to get a real feel for working in digital marketing. Because the digital marketing field is so competitive, getting certified can get you one step ahead.

Learn from the industry’s best

Whether you’ve
already completed a digital marketing course in the past, or you have
experience working as a professional digital marketer, it’s important to
remember that the industry is constantly changing and evolving. Even the most
experienced digital marketers need to keep up with these changes and trends,
and by enrolling in an online learning program, you can be sure that you’re
always staying on top of these industry changes.

On-the-job training

Without training and earning your digital marketing certification, you may still have a chance at landing an entry-level digital marketing job. Although you can gain some invaluable experience while on the job, you’ll still be at a disadvantage compared to those with several years of experience and/or those who are certified. You may overlook what seems like a minor detail or misunderstand an industry term, and as a result, make a major mistake that potentially costs you your job.

Learn by following the top digital marketing blogs

From learning the basics to fine-tuning advanced skills, following some of the top industry blogs can be a great way to learn about what’s happening in the digital marketing world. There are a lot of great digital marketing blogs to follow; two notable mentions are Search Engine Land and Search Engine Journal.

While these
blogs can be a great resource for any skill level, they shouldn’t replace a
structured online learning program if you’re serious about a career in digital
marketing. They are a good supplement to any online course, but don’t provide
the organization that online learning programs provide, nor do they provide
certifications.

Learn the basics from free online courses

Similarly to following industry blogs, signing up for a
free course can be a good way to supplement an accredited course, but it shouldn’t
be a replacement. These courses are often not as structured as accredited
programs, and usually won’t be able to prepare you for a certification exam.
Students in these courses also don’t often have access to the same types of
resources that paid programs provide, such as live lectures and hands-on
assignments.

Choosing a path

When you’re ready to enroll in an online digital marketing program, we recommend beginning with the Simplilearn Digital Marketing Certified Associate (DMCA). Students learn all digital marketing fundamentals in this program, and can then choose a path to pursue upon completion. Some popular digital marketing paths include PPC specialist, SEO specialist, and social media marketing specialist. Alternatively, you can decide not to focus on one specific area and pursue a career as an all-around digital marketing specialist.

Let’s
explore these different paths in a little more detail.

Pay-Per-Click (PPC) Specialist

Whenever you search the web for any given term, you’ll often see top results in the ad space above all of the organic results. PPC specialists set up these ads, and it’s their goal to bring in as much qualified traffic as possible with their provided budget. In order to succeed in PPC, individuals need to be analytical and organized. Prepare for a career in PPC by enrolling in Simplilearn’s Advanced Pay Per Click (PPC) Certification Training.

In
this course, students will learn various components of advanced PPC, including
web analytics and display advertising. As a PPC specialist, learning about
display advertising is essential. This skill prepares you to work with ads,
third-party agencies, remarketing campaigns, browser cookies, optimization
conversation rates, landing pages, microsites, and much more.

Search Engine Optimization (SEO) Specialist

Search engine optimization (SEO) is a crucial part of any digital marketing campaign, and an essential skill for a digital marketing professional. A good SEO campaign is what helps any given website perform well in search engines, and companies are often looking for experienced and trained SEO specialists to add to their teams. Sharpen your SEO skills with Simplilearn’s Search Engine Optimization (SEO) Training Course, which teaches advanced SEO, web analytics, content marketing, and other essential components of SEO.

Social Media Marketing Specialist

With
social media becoming extremely widespread across several channels, more and
more brands are taking advantage of these platforms for advertising purposes.
Aside from creating paid advertisements that are tailor-made for specific
audiences, social media marketers also manage company social media accounts to
engage current and potential customers organically. This can include a wide
range of responsibilities, from curating and posting eye-catching content, to
analyzing and reporting on data.

Simplilearn offers several different programs that give students the opportunity to learn social media, from the basic fundamentals to advanced principles. The social media course is designed to teach students not only how to draw traffic to social media pages, but also how to protect a brand’s reputation in the process. Students learn how to plan and execute strategic social media marketing plans, as well as how to analyze data for improving and planning for future campaigns. 

Digital Marketing Specialist

If you like all aspects of online marketing, you don’t necessarily have to focus on one specific area for your career path. As a general digital marketing specialist, you’ll get the opportunity to dabble in a little bit of everything when it comes to digital marketing. With this well-rounded approach, you may have the opportunity to lead a marketing team once you have enough experience. Becoming a digital marketing specialist, manager, or director can be a rewarding experience, but it’s also important to stand out amongst the competition by receiving the right training and certification.

Become a sought-after digital marketer

Simplilearn’s catalog of digital marketing courses offers a wide range of programs for all skill experience levels, whether you’re just starting out or have worked as a digital marketer for some time now. Learn more about the various programs offered and enroll today.

About The Author

Careerplay – An initiative aimed at providing career guidance that matters to working professionals. Our objective is to draft out a logical career progression path for every professional with appropriate milestones and a clearly defined end goal.



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Successful businesses identify a problem, develop a way to solve that problem and then sell the solution.

Local start-ups, entrepreneurs or existing businesses in a four-county region have the chance to subsidize those solutions with nearly $5,000 in start-up funds at the Quad-Tank Pitch Competition Oct. 2 at the Quad County Business Summit in Orange.

Held annually, the summit brings together leaders in Orange, Greene, Louisa and Fluvanna to network, learn and develop business throughout Central Virginia.

This year, according to Rose Deal and Phil Geer at the Orange County Economic Development Office, the summit features a business competition modeled after the popular “Shark Tank” television program where eager entrepreneurs pitch their products to deep-pocketed investors and judges.

The upcoming summit competition is styled a bit differently, as local business hopefuls submit a business plan, get coaching from Central Virginia Small Business Development Center (SBDC) Director Betty Hoge where they work on their “elevator pitch” and aim to be among the final three contestants who get to present their idea to a panel of judges at the Oct. 2 event.

“They don’t have to have it all figured out,” said Geer, economic development director in Orange. “It could be a start-up; it could be an existing business; it could be an idea. We want to help find that new product or service in our area.”

This year marks the fourth anniversary of the Quad County Business Summit and the second time Orange County has hosted the event. The initial event was held at The Pavilion at Lakeland Farm, while this year’s summit is scheduled for Madison on the Mill in the Silk Mill complex on Madison Road. Business people, economic advisors and community leaders from across the four counties are invited to attend for free to network and connect and stimulate economic development throughout the region.

The summit is scheduled from 11 a.m. to 5 p.m., with a free lunch, resource fair and exhibitors, keynote remarks from Halo Top Creamery COO Doug Bouton (originally of Greene County) and, of course, the Quad-Tank Pitch.

Greene County Economic Development Director Alan Yost said entrepreneurs and small business owners attending the summit will walk away “feeling a sense of community that is supportive of their ideas and willing to help them achieve their visions, while taking away some great practical information.”

And those who participate in the pitch competition will find it “a great opportunity to access some start-up cash,” Yost added. “In addition, similar-type competitions have given an entrepreneur the exposure to a large group to springboard their concept, winner or not.”

Potential “pitchers” must have their application in by Sept. 16 to be considered as a finalist for the event. Only the top three will be chosen to make a five-minute presentation to the panel of judges, followed by a five-minute question-and-answer session. Geer will moderate. Ultimately, the winner can use the funds for any purpose related to the pitch, whether it is marketing, research, or whatever, Geer said.

But before any potential “pitchers” get that far, they first must develop their business plan. That’s where Hoge stands at the ready. Consider her their “pitching coach.” Every applicant for the competition will work with her on their business plan, their pitch and their ability to interact with the potential partners likely to attend the fair.

She’ll help applicants refine what their concept is and how to prepare to communicate it.

“There may be someone in the audience—an accountant, graphic artist, someone with manufacturing connections—that can help them on their way,” she said. “This is a chance to get their word out to people who potentially could support or partner with them.”

But even if they don’t win—or make the final three—every applicant will have the benefit of working with Hoge on refining their business plan and participating in a management system that steers entrepreneurs toward success.

Consider that the consolation prize for those who don’t make the finals. “Learning that isn’t a bad thing,” Hoge offers, “and the SBDC will always be a resource. It’s a win-win-win.”

Template business plans exist on the summit website and Hoge encourages people to apply. Geer and Deal do, too.

“This will help them determine if the idea and the business is viable,” Geer said.

And for those who don’t have a new product, service or solution to fix, the summit offers an opportunity to listen and learn. Comedian Brett Leake opens the program with his “Fun gets work done” act, followed by breakout sessions on: talent attraction and retention; social media, local and mobile marketing explained; and business survival.

Following a break for those attending to meet with vendors and local resource providers, Bouton will talk about how he turned an idea in his family kitchen in Greene County into the world’s largest pint-sized ice cream company.

Geer and Deal said Orange County High School career coach Hilary Morris knew Bouton from school and a serendipitous conversation got the business magnate to return to his community to headline the event. Geer will introduce Bouton, ask him a few questions and then moderate a discussion with those in attendance.

Yost, who was principal at Greene County Primary School when Bouton was a student, said, “You never know when someone’s idea is going to hit it big. Doug is an example of an entrepreneur that made his idea a reality. His desire to ‘go for it’ has allowed him to have his cake and eat it too . . . with a big bowl of ice cream on the side.”

After another networking break, the Quad-Tank Pitch Competition will be held, with Bouton, and representatives from Dominion Energy and a representative from the SBDC serving as judges.

“The contestants will need to be accurate, concise and excited about their idea and convince the judges they could make the best use of that money,” Hoge said. “They’ll need to talk about what value their product or idea brings to the community and what problem it solves.”

Following a suitably dramatic break for the judges to make their decisions, the event will resume with a Halo Top ice cream social and the announcement of the winner.

For more information on the pitch competition and the summit, visit www.qcbsummit.com.



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How progressive web apps positively impact your SEO

The last couple of years have made a few things very clear. If you have a business online, you need to make it your business to be mobile-first.

Second, your mobile experience needs to be smooth and frictionless if you want it to translate into dollars. Lastly, smartphone users are super fickle and despite downloading over 113 billion apps in 2018, users still regularly use only about 9 apps per day.

So, you need to be on mobile. You need to be awesome on mobile. And people are probably not going to download and use your app regularly. What do you do then?

Build something that combines the slick, user-friendly interface of a mobile app without actually creating an app.

Yes, I’m talking about progressive web apps or PWAs.

In the simplest possible words, a PWA is a mobile-friendly website that behaves like an app but doesn’t need to be downloaded to be used. Users have the option to save a PWA to their phone and launch it just like an app, but it’s totally optional.

Screenshot example of how Starbucks used a progressive web app

There are a whole host of perks that PWAs bring with them while overcoming the inherent disadvantages of building and maintaining a mobile site and a mobile app simultaneously. Let’s take a deeper dive to see how you can get the most out of PWAs.

Speed, thy name is PWA

This is undoubtedly one of the most exciting features of PWAs. Businesses can target users who might be on a slow data connection or even those who are offline with a PWA by using mobile development best practices like caching content ahead of time, compression, and more.

Why should you care about site speed? Because it directly impacts your SEO and your conversion rate.

In January 2018, Google formally announced what many SEO experts suspected for a while that mobile speed would be a key factor in organic search rankings for websites. With that came the mad rush to mobile optimize websites, improve page load times, improve navigation, and the works. In the case of PWAs, pages load instantly due to pre-caching and allow users a quick and simple user experience. A definite SEO win.

Research has shown over time that there is a correlation between site speed and conversion rates. A drop in site speed usually leads to a corresponding drop in conversion rates and vice versa.

Think with Google's stats on site speed and conversions

Source: Think with Google

Comparitive chart of PWAs vs native apps vs responsive websites

Source: One North

Websites can enjoy vastly improved conversion rates with the faster page load times that PWAs offer. Cosmetics giant Lancome switched to a PWA in 2017 and saw a significant improvement in both speed and conversion rates. They experienced an 84% drop in time until the page is interactive and a 17% growth in conversion rates.

Better engagement

Google dictates the fundamental requirements that a website needs to fulfill to qualify as a progressive web app. A smooth user experience including easy navigation, timely push notifications, cross-browser compatibility, responsive pages across all devices are a few important requirements that also lead to a growth in engagement.

PWAs mimic real mobile apps by allowing users to install them on their devices. With the app now on their mobile phones, the chances of interaction and engagement become exponentially higher, as experienced by Forbes magazine when they launched their own PWA. Users were notified every time new content was available via push notifications. With lightning-fast page load times, quick transitions and light page design, Forbes’ PWA managed to achieve the following:

  • Increase scroll depth by 3x
  • Improve sessions per user by 43%
  • Get a 6x increase in readers completing articles
  • Double their engagement rate which means a 100% increase in engagement

In the case of a publishing site like Forbes, high engagement equals high conversions, all thanks to their new PWA.

We know that website engagement metrics like session duration, click-through rates, and bounce rates have a direct impact on search rankings. As Larry Kim demonstrates here, time on site has a definite correlation with your organic search rankings. The higher the session duration, the higher your likely ranking on Google.

Source: Medium

You can say hello to page one on Google, all thanks to PWAs and their superior website engagement rates.

It’s all about the URLs

Progressive web apps truly embrace SEO best practices in every sense of the term. From clear and concise meta descriptions to adding Schema.org data for better indexing and parsing of site data by search bots; a search-optimized website is more likely to make the PWA cut than others.

PWAs don’t require different “mobile.site.com” types of URLs to offer a great experience on mobile devices. They’re automatically configured to provide a consistent experience, no matter what the device. Another bonus is that PWAs are necessarily HTTPS enabled. Not only does this bump up your site on organic search results but also reassures users about the security on your site leading to lower bounce rates, higher click rates, and likely higher conversion rates.

Each page comes with its own unique URL, making even deeply embedded pages easily crawlable and discoverable by search engines. Unique URLs for each page also makes sharing pages on social media and other sites much easier, not to mention more transparently trackable.

With pre-caching in place using service workers, all URLs on PWAs load even when your device is offline, empowering users who operate on older devices or poor network connections.

In closing

As users evolve and express their preferences more clearly, it is up to businesses to ensure that they pick up on these signals and adapt to stay relevant to their target audience. Today’s user is telling us that they expect a fast and frictionless journey on their mobile devices, without being forced to download an app for this superior user experience.

Time to pick up on those cues and invest in PWAs that combine ease of the mobile web with the speed and user-friendliness of a mobile app. Two for the price of one is what you get with PWAs. So when are you going to build yours?

Rohan Ayyar is an avid business and tech blogger, with insights featured on publications like Fast Company, Business Insider, Fortune, and Adweek. He can be found on Twitter .

Related reading

Over half of searches on Google yield zero clicks
Where paywall content stands with SEO A focus on user experience
Quick wins for Magento SEO
How to use PPC data to drive more SEO traffic



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Using high-performing creatives is one of the most important levers to optimize user acquisition.

There is not one creative fits all: different channels and different placements often require different kind of creatives or at least slight variations of these creatives.

When producing image ad creatives or video ad creatives you need to take into account where they are going to be displayed so you can adjust things like aspect ratio, duration, tone or even style.

You’re either not speaking to the same audience, speaking to the same audience but at different times and in different places or any combination of these.

This is true with placements within the same “platform”, like Facebook feed ads vs. Facebook Story ads vs. in-app ads with the Facebook Audience Network. It’s especially true with Google App campaigns where ad creatives can range from a YouTube ad to an ad banner in a game.

Most established apps looking to scale their user acquisition efforts generally do not limit themselves to running ads just through Facebook and Google’s platform. The difference between ad creatives then gets even more obvious when you compare say a Facebook feed ad to a TV commercial.

In this blog post we take a look at how several apps’ ad creatives vary across user acquisition channels. Let’s compare the ad creatives (mostly video ads) of some of the top cashback apps!

Note: we do not have “insider information” regarding these app’s UA strategy. We used some of the available tools to conduct a competitive analysis, which means the list of creatives we got is not exhaustive and for some channels just a “snapshot”  taken at a specific time.

Here are the main tools used:

Where do cashback apps advertise?

Here are the 3 cashback or coupons apps we took a look at and where we’ve seen them run ad creatives:

Apps UA Channels 1

These apps don’t have the exact same positioning, so of course their ad creatives also differ. But there are definitely some similarities!

Let’s dive into the different kind of video ads used on these channels.

Facebook/Instagram feed ads

These are ads you can find by searching the Facebook Ads Library.

These ads are the ones displayed in people’s Facebook feed. We can assume that a lot of them are also displayed on Instagram.

We grouped ads by similar “themes” when we observed some.

Focus on 1 partner and/or product

This allows to target a specific audience for which the product or partner is appealing.

This video ad clearly leverages the partner branding and even the partner’s service. It also displays a clear value proposition as well as Ebates branding at all times.

It’s more subtle here but their partner Lowe’s is featured. This approach is interesting because if the creative performs well you can create variations for other “needs” (they have one with “Need a fresh coat of paint?” for example).

General value proposition

These Facebook feed video ads give more of a quick overview of the apps’ main value propositions.

Very straightforward and “direct”, it sums up what Ebates is and shows partners. It is also made compelling by the mention of a welcome bonus.

And here is a variation where the focus is on partners’ products instead of their logo. A nice addition is the Ebates logo at the top.

Ibotta tends to go with a quick overview of the product instead: how it is different than coupons and how it works.

It’s a good way to appeal to people interested in coupons and introduce Ibotta.

They also have “variations” (the structure of the video is the same) in full animation (instead of showing the actual app UI) and live action. Notice how regardless of the “style” (lifestyle or animation) branding is prominent and copy at the top and very visible.

Of course when looking at ad creatives for this kind of apps you’ll also find some “seasonal” ad creatives for things like Black Friday, winter or summer.

Flipp has a similar approach, albeit with their own positioning. It starts by showing products, then shows how they can be purchased (at reduced cost) in the app. Flipp also makes sure to showcase some of their biggest retail partners.

Another interesting creative is the one below, that is more “inspirational” yet also gives an overview of how the app works.

Our quick analysis:

  • Facebook feed ads for these apps are short (< 15 seconds, often < 10 seconds);
  • The video creatives are straightforward in their messaging: they are not “smart” and do not really use storytelling. A direct message for a direct response;
  • They all use captions/text;
  • They often show the product/app in use;
  • They all show brand elements (logo mostly), including from their partners;
  • Most of the ad creatives are in square and in portrait 2:3 ratio.

Pinterest Ads

It’s not surprising that some of the Facebook ad creatives are also used on Pinterest, since users’ behavior is pretty close (a feed that you scroll).

But for Flipp and Ibotta we also found a few Pinterest ad creatives that are not used (or not used anymore) on Facebook.

You can find them in the Videos section of their Pinterest page: Ibotta and Flipp.

Note: we can’t know for sure that these were used as Promoted Videos on Pinterest, however the important thing here is that they are made with the Pinterest feed in mind.

Our quick analysis:

  • Relatively short videos (< 30 seconds with most of them being < 15 seconds);
  • Portrait 2:3 aspect ratio;
  • Careful choice of images (often bright and colorful images) – you’re competing against lots of good looking things on Pinterest;
  • Leveraging text overlays;
  • Logo included throughout the video.

Twitter Ads

Although we know some of these apps are running twitter ads, we were not able to spot any Twitter ads.

But here is an article with examples and best practices for Twitter ad creatives!

In-app ad network ads

In-app video ads are displayed within other apps either via Facebook Audience Network, AdMob or other in-app ad networks.

Facebook Audience Network

eBates is also running at least two of the creatives we saw earlier on the Facebook Audience Network.

Fcebook Audience Network ad creative eBates 1
Mobile Action tells us that one of the app this video was displayed in is Bubble Pop Spinner

Fcebook Audience Network ad creative eBates2 1

Same thing for ibotta. They seem to run most of their Facebook feed creatives on FAN as well.

Fcebook Audience Network ad creative iBotta vertical 1

Judging by the number of apps the ad appears in, ibotta must be spending a good amount on the Facebook Audience Network.

Flipp is also running some of the same creatives as the ones they use for Facebook feed ads.

AdMob

Ibotta has also been running some ads with Google App campaigns, since Mobile Action spotted some AdMob ads in several gaming apps.

The creatives placed on AdMob are the same kind as the Facebook ones above.

According to Mobile Action’s data, it’s via AdMob that Flipp has displayed the most in-app video ads for its iOS app. The videos displayed on AdMob short and straightforward like you can see in the example below (a campaign for Spanish-speaking countries in this case).

Other in-app ad networks

eBates also tried advertising through Unity, with different creatives. These video ads are longer (15 seconds and 25 seconds) and give more of an “overview” of the app.

Here are 2 of them (Mobile Action spotted about 5 different ones used on Unity – not counting seasonal ad creatives for Black Friday, etc.):

Ebates is using a very similar video to the first one for their iPhone App Preview, which they also run as Apple Search Ads.

These video ads are landscape. This works well when they are displayed in a landscape app/game (it’s the case when displayed within [PROJECT:OFFROAD]) but not so well when they are displayed in Dotcraft, a casual game played in portrait. If you’re serious about advertising with in-app ad networks, you should also have a vertical version of your creatives.

This is something ibotta is doing, both on Vungle and AdColony where they run several different creatives.

Fcebook Audience Network ad creative Ibotta horizontal 1
Ibotta has both vertical and horizontal versions of their creatives to maximize CTR and CVR

It’s also ok to have longer-form videos on these ad networks, because these video ads are usually not skippable (at least for several seconds). You don’t need to be as straightforward as when you’re targeting someone in a social media feed.

An example from ibotta with a longer intro

You’re not sure how a specific in-app ad network displays video ads? Ask them or download one of the apps that used their sdk and have a look by yourself. Whenever an ad displays you’ll see a little “i” (information) that allows you to verify you’re looking at the correct advertising partner.

Our quick analysis:

  • For Facebook Audience Network or AdMob, these advertisers often use the same ad creatives they run for feed ads;
  • To optimize, make sure you have video creatives in both landscape and portrait orientations;
  • Because a lot of these ads are not skippable, you still want to grab the attention quickly but it is ok to have more of a “build up” compared to social media feed ads.

YouTube Video Ads

What about these apps’ YouTube ads?

If a product can be used on desktop (like eBates), then it is possible that they are advertising through YouTube TrueView for Action. If that’s the case they send people to the website, not the app.

Otherwise, if the video creatives are used for app install campaigns on YouTube then they are ran through Google App campaigns. This means that you don’t have control on which video asset is used on YouTube or somewhere else (e.g. Admob): it’s the AI that will decide this based on the estimated asset performance or actual asset performance (and your bid).

We can’t know for sure how the video creatives below were used, but when we see big volume of views like below we can be pretty sure they have been used for advertising. If other videos they use for advertising are Unlisted, then we can’t access them.

Ebates is the app that seems to be running the most YouTube ads, with several different creatives over the last year or so.

The video with the most views is a 15 second testimonial videos:

This video was taken out of a 30 second video, that was most likely used for advertising as well.

Ebates also had a high-budget 3D animation TV commercial made before the holidays last year, leveraging a partnership with the movie Grinch.

Ibotta is using some of the same videos on YouTube and for TV commercial, like the ones below.

Our 2cts on this first video is that it seems great for TV, but for YouTube it is a rather slow start: Ibotta is not mentioned before 0:12. And there is not branding/logo at all before. A banner with logo and tagline somewhere might have been a smart addition (like in the Ebates testimonials video).

They did this in this other ad below:

We couldn’t find a recent YouTube ad for Flipp, but they were running the one below about two years ago (also one of their TV commercials):

Note: you can check TV commercial for these apps here.

Our quick analysis:

  • Most of the apps running TV commercials recycle them for YouTube (or vice versa);
  • Videos tend to be longer and more polished;
  • Ideally the brand is still mentioned/shown very early in the video. If needed, overlay the brand name or logo (but ideally it is included organically – the videos here and here do a great job at it);
  • Sound plays a big part on YouTube and TV, so all video creatives have a voice over or actors talking.

This is why we recommend to add a longer, more polished video to your Google App campaign asset mix. That way Google can serve it if it performs better than the shorter more “direct response” square or vertical videos you might already have.

That’s it for this look at ad creatives across channels for the cashback and coupons apps. Hope this gave you some insights you can apply to your own UA creative strategy!

Sylvain Gauchet

Hi there, I’m Sylvain and I’m one of the co-founders of Apptamin. Apptamin is a creative agency specialized in app videos (video ads, app store videos, etc.) where we find engaging ways to present mobile apps and games so our clients can either increase their conversion rates or improve their user acquisition.

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With memories of another manic week in Barcelona fading fast, we asked some of those attending what they made of the event…

Johana Leeflang, head of global marketing, Glispa
“It was no surprise that many of the conversations this year focused on the long-discussed transition to 5G, with the subject continuing to top the agenda. However, the difference this year was that the technology being discussed started to feel more real. Mobile operators outlined timelines of 5G service rollouts and the likes of Samsung unveiled impressive 5G-capable foldable devices that demonstrated for all to see that 5G is officially now a reality.

“As such, mobile video looks set to become more competitive than ever, with the arrival of 5G forcing advertisers to step up their creative to produce more engaging storytelling in order to engage with digital audiences. Faster ad loading times will make in-app promotion more appealing and, without server delays, programmatic buying will improve and adapt.

“Moreover, new formats such as VR, AR, and mixed reality will become feasible options for advertisers, and playable ads will break free from 2D graphics, with 5G mitigating the bandwidth and latency issues that have previously restricted developments in these areas. What the event ultimately demonstrated was the enhanced viewing experience that 5G brings, positioning mobile video advertising as an exciting and attractive space to be in right now.”

Kumaran Sambandam, SVP global revenue, Mobfox
“MWC is the pinnacle for mobile technology and trends and this year did not fail to impress. We saw a lot of activity centred around 5G phones, with a focus on cameras, blockchain, and foldable devices.

“Despite an decrease in the number of ad tech companies exhibiting this year, the event has gone from strength to strength and continues to grow alongside the technology trends within the mobile industry.

“The event is not known for computers but both Huawei and Lenovo shook things up by introducing their new laptops, demonstrating the event’s commitment to showcasing the best in all areas of connected technology.

“MWC still tops the charts by far for the best conference to meet with partners and clients – existing and new – to layout strategies for the growth of the company and industry as a whole.”

Andy Ashley, international marketing director, Digital Element
“Yet again, 5G was a key talking point at MWC Barcelona this year as the race is well and truly on in the jostle to be leader in the space. However, alongside the hype around the aesthetical impact of 5G, were crucial discussions – on and off the stage – putting data security in the spotlight.

Experts are conflicted over the impact 5G will have on the industry, as the increased number of devices able to connect through its development opens up increased opportunities for cybercriminals to attack. The accelerated growth of connectivity, and the sheer volume of data now available, has placed a greater need for effective measures that identify and protect against fraud and other cyber risks.

“With the theme of this year’s MWC, ‘Intelligent Connectivity’, running true, there is an acknowledgement that high-quality, real-time data in this era of digital transformation is the key to not only tackling the influx of fraudulent activity digital developments brings, but also unlocking success at a global scale.”

Lindsay McEwan, VP and managing director EMEA, Tealium
“While the novelty factor of foldable phones attracted attention at this year’s MWC, the real focal point of the event was the notion of ‘intelligent connectivity’ – something 5G, another key topic of conversation, will help to make possible.

“It goes without saying that 5G networking – as it becomes more refined – will not only offer consumers the instant gratification of lightning-fast, reliable connectivity, but will also pave the way for increasingly advanced technologies. But, as users interact with brands and content at a faster rate, the improved connectivity will also hail greater swathes of data for marketers to manage and harness.

“With that in mind, data privacy and protection remained a hot topic nearly 12 months on from the implementation of the GDPR; the general sentiment being that advancing technology needs to be built in consideration of privacy regulations, as opposed to compliance being an afterthought – especially with more and more customer data being created.”



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Here is the latest Mobile Video Monthly, where we discuss the changes and trends regarding video in the mobile app space. Whether it’s news about video in App Store Optimization, User Acquisition or other ways video can be leveraged by developers and publishers.

Subscribe to our newsletter to make sure you don’t miss any of our blog posts. Check out the previous editions here:

Instagram to start putting ads within the Explore page – June 26

Instagram is adding an ad placement to its app on the Explore page.

It won’t be displayed directly on the Explore grid itself (for now), but once a user taps on an Explore posts and begins scrolling.

It should therefore look very much like an Instagram feed ad, and the ads will be photos  and videos.

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Advertisers will have an option in their Facebook manager to select or not this specific placement.

Google extends App campaign inventory for Apple iOS – June 26

Google aims at getting more conversions for advertisers on iOS, and will roll out in July updates that should allow to have an App campaign placement in Google Search results even on Safari.

Search Safari Ad 1

The Safari browser represents about 58% of market share on iOS, so this should add significant reach.

Facebook #1 ad network for rewarded video ads – June 27

According to a Monetization Benchmark report from Soomla, Facebook (via Facebook Audience Network) is the leader when it comes to first impressions on rewarded videos.

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This is based on an analysis of 100+ million users and 2.1 billion impressions.

Admob (Google’s ad network) leads when it comes to overall share for video and interstitial formats.

That’s it for this month! Have we missed anything important related to mobile video? If so let us know in the comments below!

Sylvain Gauchet

Hi there, I’m Sylvain and I’m one of the co-founders of Apptamin. Apptamin is a creative agency specialized in app videos (video ads, app store videos, etc.) where we find engaging ways to present mobile apps and games so our clients can either increase their conversion rates or improve their user acquisition.

Follow Apptamin on Twitter
Follow me on Twitter

Latest posts by Sylvain Gauchet (see all)





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The S&P/ASX 200 Index closed high at 6,595.9, edging up 0.42% by 27.4 points on 14 August 2019. Let’s look at the following diverse sector companies that have disclosed key announcements of late.

Agricultural Land Trust

Sydney, Australia-based Agricultural Land Trust (ASX: AGJ) operates as a real estate investment trust focused on the ownership of an agricultural land for the purpose of generating rental income and capital appreciation for clients in Australia. The company’s market capitalisation stands at around AUD 4.88 million with ~ 97.51 million shares outstanding. The AGJ stock last traded on 7 August 2019 at AUD 0.050 and has delivered positive returns of 61.29% in the last six months and 19.05% YTD.

Recently on 14 August 2019, One Managed Investment Funds Limited (OMIFL), as responsible entity of the Agricultural Land Trust, announced that it had signed an agreement, subject to certain conditions being met, to issue further debentures to the existing debenture holders with a face value of up to $50 million. The Debenture Holders, lender and OMIFL are related parties. If additional debentures are issued, the Trust would on lend the proceeds of the debentures via its sub-trusts.

In addition to the above, the repayment date of the Trust’s $ 10 million loan has been extended to 28 February 2020 and the repayment date of Debenture Series 5 and Debenture Series 8, to 7 April 2020, with all other terms and conditions remaining the same.

Lifestyle Communities Limited

Sponsored ad by Kalkine

Headquartered in Melbourne, Victoria, Lifestyle Communities Limited (ASX: LIC) owns, develops, and manages reasonably priced independent living residential land lease communities. The company presently has 18 housing land lease communities in planning, development or under management. Lifestyle Communities’ market cap is around AUD 690 million with ~ 104.55 million shares outstanding. On 16 August 2019, the LIC stock closed on ASX at AUD 6.600, unchanged as compared to its previous close.

In addition, LIC has delivered positive returns of 28.16% in the last six months and 24.76% YTD.

The company, on 14 August 2019, released its Full Year Results for the twelve months to 30 June 2019 (FY19), posting the underlying profit after tax of $ 41.1 million, up 21.6%, while valuation gains lifted statutory profit after tax to $ 55.1 million. Besides, a fully franked ordinary dividend of 3.0 cents was also announced (Record Date: 5 September 2019; Payment Date: 8 October 2019) taking the total dividend for the year to 5.5 cents per share, from 4.5 cents per share in the prior year.

For Lifestyle Communities, FY19 saw the addition of 337 new home settlements now providing 2,285 settled homes within the communities. Lifestyle Communities’ portfolio continues to grow organically through recycling capital.

Pengana Private Equity Trust

Pengana Private Equity Trust (ASX: PE1), incorporated in Australia, is a diversified portfolio of global private market investments, managed by one of the largest and most diversified independent asset managers in the world, Grosvenor Capital Management (GCM). The Trust’s market capitalisation stands at around AUD 229.63 million with ~ 164.02 million shares outstanding. On 16 August 2019, the PE1 stock price settled the day’s trading at AUD 1.350 with approximately 80,812 shares traded. The Trust debuted on the ASX on 30 April 2019.

Monthly Performance Report – On 14 August 2019, the Trust disclosed its Monthly Performance update for July 2019, when its Net Asset Value (NAV) grew by +1.7 % to $ 1.3351 per unit, predominantly driven by returns in the short duration credit portfolio as well as a reduction in the AUD/USD exchange rate.

During the month, PE1 closed on its third private equity primary fund investment, a US$2.9 million commitment to H.I.G. Middle Market LBO Fund III, L.P. while GCM Grosvenor Multi-Asset Class Fund II (MAC II) executed 2 new investments, bringing the portfolio to 16 investments diversified across asset classes and industry sectors. Also, around mid-July, GCM Co-Investment Opportunities Fund II (GCF II) funded its 9th co-investment in Advisor Group, Inc.

Adveritas Limited

Adveritas Limited (ASX: AV1) operates as a software company engaged in the provision of innovative online and mobile marketing solutions that leverage big data to drive business performance to  customers in Australia. Adveritas’ ad fraud prevention software, TrafficGuard, is its 1st SaaS. Adveritas’ market capitalisation stands at around AUD 16.68 million with ~ 158.9 million shares outstanding. On 16 August 2019, the AV1 stock price settled the day’s trading at AUD 0.105 trading unchanged as compared to its previous close.

The company announced on the same day that it had received firm commitments to raise over $2.8 million (before issue costs) through a placement of 13,000,000 Shares to n new and existing institutional and sophisticated investors at an issue price of 10c per fully paid ordinary share. The issue price represents a premium of 13.6% to the last traded price of Adveritas Shares on 9 August 2019. Certain Directors would also participate in the placement for a total of $ 1,300,000.

The proceeds of the placement would be directed towards expanding the Company’s sales and marketing efforts and for general working capital purposes.

On 16th the company reported its preliminary final report for year ended 30 June 2019. The revenue from continuing operations were up by 100% at $643,579 as against nil revenue in the previous corresponding period, the revenue from discontinuing operations were, as expected, down by 96% at $564,386 as against $15,483,256 in the previous corresponding period. The company’s net loss improved as it came in at $6,548,570 as against a loss of $7,429,794 in the previous corresponding period. The company did not declare any dividend. The cash and cash equivalent for 2019 stood at $2,046,991 as against $4,231,884 in 2018.


Disclaimer

This website is a service of Kalkine Media Pty. Ltd. A.C.N. 629 651 672. The website has been prepared for informational purposes only and is not intended to be used as a complete source of information on any particular company. Kalkine Media does not in any way endorse or recommend individuals, products or services that may be discussed on this site. Our publications are NOT a solicitation or recommendation to buy, sell or hold. We are neither licensed nor qualified to provide investment advice.

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