Even as advertisers rejoice over programmatic buying and automation playing a larger role in digital advertising, ad blocking is well-poised to play the role of spoilsport. As of 2016, 380 million mobile devices had some sort of ad blocking software, while the same figure for desktops and laptops stood at 236 million. Furthermore, while ad blocking is most prevalent in the Asia-Pacific region, the trend could see an upward swing in North America and Europe in the very near future.
Why are we discussing ad blocking? To understand the anatomy of a good mobile ad, it is important to understand the extent of ad blocking online and, more importantly, why people install ad-blocking software in the first place.
Why People Install Ad-Blocking Software
Security is the most-cited reason for installing an ad blocker (30 percent), closely followed by intrusiveness. Globally, 29 percent of internet users find ads to be too intrusive. Furthermore, if a region-wise breakdown of reasons is analyzed, users in Asia-Pacific markets mobile data loss to be the primary factor for installing ad blockers.
While use of ad blockers is on the rise, all is not lost for advertisers. When user sentiment about ads is analyzed, 42 percent are neutral about seeing ads online, while 20 percent actually like seeing ads that are relevant.
A mobile DSP works the same way except that it focuses on mobile devices. It is an offshoot and a natural evolution of online advertising as mobile usage increased– driven by technology and with it, a slew of diverse types of mobile content.
The Qualities of Good Advertisements
A clear CTA, high-quality images and clever copy that resonates are all important factors for your campaign to deliver a high ROI. However, they are still secondary -- if a consumer blocks the ad, they won't even count. It is crucial to make sure:
1. It Isn't Too Intrusive
Screen space on a mobile device is limited. Make sure your ad does not hog too much of it. Your ads should also not consume a lot of internet bandwidth. In addition, if you create video ads, make them skippable.
2. It's Relevant
People like seeing ads about products and services that are useful to them. While these people might not be in the majority, they are definitely a sizeable chunk. Plus, the neutral internet users are likely to respond better to ads that are relevant.
3. It Doesn't Over-Target
Just as irrelevance is a common complaint with online ads, so is over-targeting. An example of over-targeting would be showing an ad for a product that a user has just bought. The problem of ad-fatigue falls in the same category. Frequency capping can come to your rescue here. Use frequency capping to decide the number of times a particular ad is shown to a specific visitor of an app or website.
It also helps to rotate your ads at regular intervals to avoid ad fatigue. Pay attention to detail to make ad viewing a nicer experience for consumers. For instance, when creating a banner ad, make sure the ad is light enough to not slow down the page-load times drastically. Similarly, test it across various screen sizes and make sure it renders correctly everywhere, without impeding user experience.
At the end of the day, a good mobile ad is the one that catches the user's attention and, more importantly, doesn't annoy them
Talk to our expert to create your first mobile ad campaign.
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