Mobile Web Design & Advertising

Every year, more consumers use their mobile devices for browsing, communicating, playing, and shopping, and advertisers have to adapt quickly to remain relevant in a fast-paced digital world. The major issue is that web pages display differently on various devices (think a personal computer with a 30-inch screen versus a smartphone), and today’s websites must be responsive to display correctly on all devices.

But as websites change to accommodate different browsing platforms, so too must advertising techniques change to suit different browsing habits and the various devices being used by today’s consumers.

The Rise of the Smartphone

Worldwide, there are an estimated two billion people who use smartphones, and in America alone, it’s estimated that about a quarter of internet users exclusively surf the web from mobile devices. Add that to the demographic that uses both mobile and non-mobile browsing, and that translates to millions of people who could potentially view your website from a mobile device.

So what happens if your website isn’t equipped to handle mobile browsing? For one, the site you worked so hard to design won’t display properly, and all the carefully considered details will be lost. Moreover, if your menu hasn’t been reconfigured and your links can’t be found, your potential customers won’t wait around until they have a personal computer, and will instead jump ship and find a responsive (competitor) site that they can browse with ease from their mobile device. In order to ensure the highest search engine rankings, websites today must be mobile-friendly. Otherwise, they’ll be demoted.

How Does Mobile Advertising Differ From Internet Advertising?

Although mobile advertising is a subset of digital and internet advertising, it is distinct and comes with its own unique challenges and opportunities. This is mainly because mobile browsers are configured differently from non-mobile ones, and it’s not enough to simply assume that an ad that displays well on a personal computer will automatically look good in a mobile window. In fact, most ads that aren’t designed for mobile browsers end up being distracting and absurd when placed in a mobile environment, and they can even slow down the page download and interrupt the user’s experience.

For instance, the banner ads that were so popular with internet advertising are functionally useless on a mobile device, and more often than not pay-per-click banner ads are only clicked by accident. So even though you pay for that accidental click, what most digital advertisers won’t tell you is that the bounce rate on those clicks is over 90 percent, meaning that your potential customer didn’t get the message you were trying to send.

In order to ensure that mobile advertising is working, you need to consider engagement. This takes into account how much time mobile users spend on your site thanks to the advertising. You can create a more engaging mobile ad by considering factors such as screen size and ad placement, and creating a functional ad design that doesn’t distract users from the content.

It’s entirely possible that the future of digital marketing will be responsive advertising, which, like responsive websites, will alter the ad format based on the device being used to browse. But regardless of the direction mobile ads take in the future, the fact remains that mobile advertising is a fast-growing sector, and businesses that don’t want to be forgotten by the mobile world must start getting their feet wet now.

Mobile Platforms Offer Multiple Types of Advertising

While traditional banner ads may not be the correct route for mobile advertising, there are still plenty of options out there for mobile-friendly digital marketing. At the moment, some of the more popular mobile web ads include:

  1. Mobile-specific text ads, which are similar to ads that appear on desktop browsers, only the ad placement, takes into account the smaller screen size, so fewer ads appear on every page.
  2. Interstitial ads, which are usually full-screen ads that are visually driven, and that appear between screens and pages (usually these appear in mobile applications).
  3. Call-only ads, which appear on phone-call-capable devices like smartphones, and which only provide the viewer with basic information, such as a company name and URL. When these ads are clicked, the user’s smartphone is automatically prompted to call the company whose ad got clicked.
  4. In-app ads, which are specifically designed to appear within mobile applications, and which have a click-through rate double that of mobile web ads.
  5. Mobile programmatic ads, which make use of artificial intelligence technologies and real-time bidding to display advertising on various mobile sites depending on user preferences.

Mobile web design and mobile advertising go hand in hand, because as websites are designed more with responsiveness in mind, so too must advertisers start thinking about marketing from a mobile perspective. Websites and advertisements designed only for desktop computers don’t translate well into the mobile world, just as ad placement and ad types that work with desktop browsers aren’t appropriate for mobile ones.

Mobile websites and mobile advertising are both multi-billion dollar industries, and there are many digital marketing firms out there with the knowledge, technical expertise, and experience necessary to help your company remain relevant in the digital sphere, and can help update your marketing strategy to reflect the current trend toward mobile advertising.

It’s no longer sufficient enough to have a website which doesn’t cater to the mobile generation. Many sites require an entire overhaul of menus and link structure. Our mobile advertising takes into account how engaged the user is, including time spent on site and the journey between subpages.

Don’t discount a generation glued to their smartphones. Contact Vol & Tier for a custom tailored approach.

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