For the past four years, market analysts have predicted “this is the year for mobile advertisements.” Yet, for all the hype and show, it hasn’t come to fruition. Why is 2013 finally the year that advertisers realize mobile ads are a real and viable means to reach their target audiences cheaply and effectively? Because they’re finally realizing the myths surrounding mobile ads simply aren’t true.
Myth #1: Mobile Marketing is Too Expensive
Many advertisers worry about how mobile ads fit within their overall ad budgets, while the clear and indisputable fact is mobile ads remain the least expensive form of advertising, and reach the widest possible audience. Consider this: The average TV ad costs $33, the average online ad costs $6.45 and the average mobile ad costs a mere $2.85. What kind of audience can you target with mobile ads? Out of a world population of 7 billion people, over 5 billion own mobile devices. (Less than 4.5 billion own tooth brushes.) The market potential is there, and the costs are the lowest available. Market analysts predict 2013 is the year advertisers tap the true potential here.
Myth #2: Ad Network Sites Have Mastered Ad Targeting
Some advertisers are holding out on mobile ads because they believe the market is already flooded with advertisers. This simply isn’t true. Most of the ad networking sites claiming to have tapped into the full potential of this market actually haven’t at all. This is even more reason for companies to consider mobile ads, but it’s also incentive to choose the ad professionals you’re using carefully. Make sure you’re dealing with a company that can produce what they claim to be able to. Look for a company with a proven track record, not just boastful claims.
Myth #3: Location-Based Advertising is Most Effective
Advertisers seem convinced that the only way for mobile ads to be effective is to target a narrow geographic location with their messages. Again, the research doesn’t bear this myth to be true. What consumers respond to is a great deal, they’re much less likely to respond to ads just because the store is nearby. When mobile advertisers learn to target consumers with great deals and real value, their target geographic locations can be much broader. Customers are willing to travel to get a super deal, but aren’t responding at all to less than great offers.
Myth #4: Privacy Issues Make Mobile Advertising Prohibitive
It’s important to deal with reputable mobile advertising companies, because privacy is a real issue. However, consumers aren’t showing any signs of avoiding ads that come through on their mobile devices due to privacy concerns. Most consumers depend on the spyware protection offered on LG Optimus phones and other smartphones and worry less than expected about privacy issues. Using upfront, honest ad campaigns assures your ads will be effective and won’t fall victim to consumer lack of confidence.
Mobile ad professionals are convinced that 2013 is finally the year when advertisers realize the myths surrounding these ads aren’t true at all and finally invest in the cheapest ad venue with the widest possible target audience available today.