Mobile Marketing Advertising Types

1Oxford Professional Education Group Ltd
Mobile Marketing in Practice
Mobile Advertising Formats

Learning Outcomes
At the end of this session, you should be able to;
• Describe the features and potential benefits to the marketer of different
mobile advertising display and non-display formats
Syllabus references 2.1, 2.2

Mobile Display Formats

Basic Mobile Banners
• The simplest forms of mobile display banners work across all mobile
devices, including feature phones
• They are simple animated or static GIFs that have only one click-through
destination
• A variety of formats may need to be produced depending on placements
required – Responsive design works best
• Some file sizes and specs are extremely limiting creatively

Expandable Banners
• The use of simple JavaScript within smartphone browsers has led to the
widespread uptake of expandable banners
• Users click the banner, which then expands to fill the screen

Integrated Features
• Ad formats can now integrate with some features of the phone, such as
calendar and address book
• This format for a movie allows the user to either watch the trailer, or add the
release date directly into the user’s iPhone calendar

Creative Formats
• The development of mobile browsers and HTML has led to an increase in the
capacity of mobile ad formats to be both creative and impactful
• You can view some excellent creative examples here:
http://www.millennialmedia.com/solutions/advertiser/creative-gallery
• In this example M&M’s wanted to
remind consumers why they are
Americans favourite nut. The
character was introduced into the
ad by falling with nuts on the
screen, before waving at the end

Video Pre-roll
• As on the web, many media owners have made video pre-roll available, and it
can be purchased through a range of ad networks and also programmatically.
• Mobile video ad spend in the U.S. more than doubled in 2014, to $1.5 billion
and will reach $6 billion in 2018, representing about half of the total online
video ad spend.
• The growth in mobile devices, broadband coverage and 4G services, device
screen size and video
consumption on mobile devices
have driven this increase.
• Both Facebook and Twitter auto
enable video content within a user’s
newsfeed, further fuelling the
growth of video.

Mobile Non-Display Formats

Mobile Search
• Local mobile searches (85.9
billion in 2013) are
projected to exceed
desktop searches (84
billion) for the first time in
2015
eMarketer, 2014

Differences to Mobile Search
Mobile search has different
consumer characteristics:
—Local searches undertaken are
increasing - 50% of consumers
use mobile devices each month
to find local businesses (Google,
2014)
—Average response time for
mobile search quicker than other
devices - 50% of consumers who
conducted a local search on their
smartphone visited a store within
a day, compared to 34% who
searched on computer/tablet.
(Google, 2014)

Mobile Search options
Mobile search has a range
of different options,
including:
— Click to call
— Click to app
download
— Click to map
— Click to mobile site
Google, 2014

Direct SMS send
• Access to opted-in bases of
SMS numbers can be
purchased
• In the UK the main player is
O2, who have more than 6m
opted-in users
• The data is highly targeted and
personalised, and the option
remains one of the preferred
options amongst media
agencies

Geo-Targeting
• Some media owners, such as O2, offer the option to trigger an
SMS when users enter a certain radius of a retail or other
location
• Starbucks used the service to
offer an immediate discount
on coffee
• Burger King used geo –targeting to sent coupons to consumers in
specific communities and neighborhoods, enabling them to keep
promotions in the forefront of consumers’ minds
• We discuss geo-targeting in more detail in a later session

References
• Google (2014), Understanding Consumers' Local Search Behavior,
https://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-
with-search.html (Accessed 7 August 2015)
• eMarketer (2014) Mobile Search Will Surpass Desktop in
2015,http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657
(accessed 7 August, 2015)
• O’Reilly, L (2014), Apple Is Planning To Turn Around iAd By Venturing Into Programmatic For The First
Time, BusinessInsider.com,http://uk.businessinsider.com/apple-iad-programmatic-partnership-with-
rubicon-project-2014-11?r=US&IR=T (accessed 7 August 2015)

About the Oxford College of Marketing
Oxford College of Marketing is part of the Oxford Professional Education Group
and is a leading marketing institute that provides exceptional practical marketing
courses, qualifications and bespoke training solutions.
We offer a range of professional sales and marketing qualifications, including;
Chartered Institute of Marketing (CIM), CAM foundation, Institute of Sales and
Marketing Management (ISMM) and University of California Irvine Extension (UCI).
Our training courses are delivered through an extensive network of UK study
centres and global partners as well as through our comprehensive online learning
system to support our large number of distance-learning delegates.
To find out more how we can help develop your marketing career, visit us at
www.oxfordcollegeofmarketing.com
You can also get in touch directly by emailing enquiries@oxfordpeg.com or by
calling +44 (0)1865 515255.

Mobile Marketing Advertising Types

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Mobile Marketing Advertising Types