Mobile Advertising: The Way to go
Hello there; trust your week has been good, mine has been quite eventful too actually. So yesterday I attended an interactive lunch session at one of Africa’s biggest mobile marketing firm (I’d rather not mention names here; No free PR haha), there I got an outlook of the total ad spend forecast for digital advertising in Nigeria for 2018. This forecast totaled the ad spend for banner ads (only) this year at 1 billion naira monthly; it’s safe to say online advertising isn’t eating itself up anytime soon as many prints media experts would tell you. Another wonderful piece mentioned was the fast rise of Mobile ads in the total revenue share; it’s only a matter of time before mobile ads overtake desktop here in Nigeria.
source: https://unsplash.com
The rapid increase in affordable smartphones has also helped increase requests for ads in mobile applications; I for one can testify to this.
The reason for this I believe has to do with the conversion rate of banner ads on mobile doing better than tablets and desktop devices. From my little experience; Click through Rate for an ad banner on mobile will most likely be 0.02% higher than Desktop for the same banner size. Many advertisers and even agencies are starting to favor mobile platforms in their advertising budgets over desktop.
source: https://unsplash.com
Even Google is set to hit almost 60% of its total ad revenues from mobile ad placements this year compared to the 45.8% it was three years ago. This simply implies one thing, mobile is the way to go; from the advertiser’s end even to the publisher’s end, the rapid increase in rates of programmatic ads is making this transition smoother than most would have predicted; publishers can put up unsold inventory for sell on ad exchanges. So if you are looking to make the best ROAS, my advice is to favor mobile ads banners more; there you have cheaper ad inventory to purchase and higher chance meeting the KPIs for your budget.
Yeah, below are my top 5 songs for this week
- High Hopes – Pink Floyd
- Only Love – Mumford and Sons
- Sorrow – The National
- Emotion – Bee Gees
- Low Lights – Aquilo
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Many advertisers and even agencies are starting to favor mobile platforms in their advertising budgets over desktop cuz its easier and handy. Mobile advertising is the way forward.