It’s no longer a surprise that the worldwide market is going mobile; more than 7 billion active mobile devices and 1.63 billion active smartphones are enough to justify the claim. By 2018, the figure of active smartphone devices is estimated to cross 2.5 billion. The phenomenal growth of smartphone industry is clearly evident and due to the increasing number of smartphone users, businesses have to redirect a significant amount of their adverting budgets onto mobile ads and seek new opportunities for their products to be present in the mobile sphere. Indeed, mobile advertising is now skyrocketing. By 2017, it’s predicted that mobile promotion budgets will increase twofold and the global digital and mobile ad spending worldwide is estimated to reach $235 billion in 2015. However, there are still numerous misconceptions about mobile advertising which prevent business owners from diversifying their advertising budgets and investing much into mobile marketing. Let’s unleash 5 most common myths about mobile ads.
Mobile audience is insignificant for business
Even the experts involved with mobile marketing, when asked to describe the mobile Internet audience in two words, first speak about students, teenagers and fashion girls with iPhones. That’s partly due to the word “mobile”, which in our reality is strongly associated with the youth and is somewhere away from the adulthood. So now we have a myth: in the mobile Internet there is no one older than 25, the audience is unsuitable for business, and therefore, there is no need to spend time and money on it.
Let’s kill this myth. Of course, this is nonsense. Adults and especially business adult population already mastered the basic capabilities of smartphones, have learned how to find Wi-Fi, download applications for business and pleasure and now they gladly spend time on the mobile Internet all day long. People have become real mobilized. This is especially noticeable in the African Third World, where a desktop computer is a pointless luxury, but a mobile phone is an effective means of communication and information channel.
iOS users willingly buy goods of VIP-category
The myth is destroyed instantly when you go with a friend to a local grocery, a saleswoman says you that it’s already 22:05, and then your friend takes out its own iPhone and shows that you have two more minutes. While advertisers think that people with iPhones are distant and bright as the stars up in the sky, in reality everything is different.
iPhone owners are the target audience of Apple Inc. (NASDAQ:AAPL), but Apple is a manufacturer of goods VIP-class. Does this mean that the owners of iPhones are the target audience of VIP-class products? This is a logical task for a K-12 student.
The answer is no. Since the condition is not exhaustive. The war between iOS and Android is a rivalry between wine and beer, winter and summer, feminine and masculine, if you’d like, but not between the rich and the poor. Maybe, for this reason on the first places of the most clicked ad topics on iOS there are free games and free eBooks.
In mobile advertising, there’s only motivated traffic
Motivated traffic comes from people who went to the site or app, not because they were interested in it, but because they will get it for some sort of reward, usually some game coins. Motivated traffic is a goldmine for middlemen. It is good for reaching app download or site visiting thresholds, but not for getting customers, as such audience is the least solvent. It is understood that advertisers don’t want motivated traffic, even if it is very cheap, because they want customers, rather than numbers as the result.
Most likely, the myth about the exceptionally motivated traffic in mobile advertising was born on the basis of CPA-payment model, which is very common in mobile networks. CPA means to pay for necessary action (download, installation, staying on the site). Of course, mobile ad agencies can buy cheap motivated traffic and resell it to app and site owners as non-incentivized promising the mountains of real customers. But wise clients try to avoid such cost models. Thus, most ad networks are already practicing new optimized payment mechanisms. For example, Facebook launched advertising on optimized CPM. The social network charges CPM, but displays ads to relevant audience, thanks to their own individual news ranking algorithm.
Mobile ads don’t make consumers spend much money
Ok, some people may click on mobile ads. But do they buy advertised products as a result? And if they do, how much do they usually spend? In fact, mobile advertising has few differences from desktop one. No doubt, ads on mobile have a bit different nature: they are smaller and in most cases interposing. However, this rarely prevents people from clicking them if they got interested. The same is equally true about all other types of advertisements: you don’t make a purchase if you simply don’t need the product.
Usually, website owners investing into mobile marketing campaigns have special landing pages for users coming from mobile devices. Checking out on mobile phones is also easy, as almost all payment systems provide mobile checkout opportunities. So this myth is unfounded.
It’s impossible to earn on mobile ads
This is such a complex myth. Users will not download paid applications, users will not be shopping in the applications, it’s impossible to earn on mobile apps. Most adherents of this myth are, of course, startups and authors of the apps who are not able to promote their products.
Here is the destruction of the myth. Monetization of applications through mobile advertising is the main way of making money in the mobile sphere. Only business applications and messaging services refuse it, why do you think? Five years ago there were only 5% of mobile users. Now they are 60%. Over time, they will be not less than 80%. Desktop lose its people. They will spend more and more mobile devices. They will watch ads on mobiles.
Elena Vakhromova is a marketing manager at Freemake, a famous developer of free Windows software and iOS apps. She loves sharing her expertise on mobile advertising, popular free tools and digital technology.