Dive summary:
- iMedia Connection advises mobile advertisers on the best solutions for the largest hindrances, such as taking the extra development time to design mobile-friendly payment systems, which allows users to complete their purchase in a few simple steps.
- Another mistake is basing ads on location alone and forgetting to incorporate behavioral data as well.
- Limited space means mobile ads should focus on a specific call to action rather than brand awareness, meaning marketers should stick to the point and ask themselves what they're looking to achieve from each specific ad.
From the article:
To date, mobile advertising has struggled to achieve the success expected by the industry. But let's give marketers a break. Mobile advertising is still in its infancy, and we have a lot to learn. Instead of only focusing on the negatives, let's address how we can overcome these obstacles to create successful mobile advertising at scale. It should be common sense that every time there is a new medium, there needs to be a change in the way we approach the new medium -- and mobile advertising is no different. Below are five of the main barriers to success facing ad publishers...
