Mobile Paid Media Advertising: Winning The Smartphone Audience

Sam Stebbing | 8th January 2024 | Paid Media

In today’s digital age, smartphones are not just communication devices; they’re a lifestyle. With billions of users globally, the smartphone audience is a goldmine for advertisers. Mobile paid media advertising has become a crucial strategy for businesses looking to expand their reach and influence. Here, we’ll explore the importance of tailoring creative assets, how to tailor them, and paid media strategies for mobile on the platforms Google Ads, YouTube, TikTok, and Meta.

Importance of Tailoring Assets for Mobile

The mobile environment is vastly different from desktop. Mobile users scroll quickly, crave bite-sized information, and expect high-quality, engaging content. Advertisers need to grab attention in seconds. The key? Personalisation and relevance. Mobile audiences expect content that feels tailored to their interests and needs, for example, a remarketing ad showcasing a product previously viewed by the mobile user. By customising creative assets for mobile, you increase the likelihood of engagement and conversions.

How to Tailor Assets for Mobile?

Images: Mobile screens are small. Use bold, clear imagery, avoid clutter, and use high-contrast colours to make your message stand out, if this fits with your brand. On Meta and TikTok, use interactive elements like shoppable tags or swipe-up links. These elements can increase engagement and direct action from the audience.

Video: For videos, keep them short and sweet, mobile users often scroll quickly through content. Aim for 15–30 seconds and start with a bang, as the first few seconds are crucial to holding attention. Incorporate your brand early in the video, early brand exposure can enhance brand recall and ensure that viewers recognise your brand regardless of how long they watch the video for. Most mobile users hold their phones vertically, so consider vertical (9:16) video formats, this fills the screen and provides a better, more immersive viewing experience.

Ad Copy: Conciseness is key. Keep ad copy short, direct, and to the point. Use attention-grabbing headlines that immediately communicate the value of what you’re offering. Consider platform-specific nuances; tailor your ad copy for the specific social platform, for example, using hashtags on Meta, Twitter, LinkedIn, and TikTok. Remember, when using hashtags, it’s important to stay relevant to the content of the ad and avoid overuse, this can look spammy and detract from the ad’s main message.

Strategies: Leveraging Platforms for Maximum Impact

In today’s digital landscape, optimising paid media strategies for mobile users is key to successful advertising. As mobile browsing continues to dominate, understanding how to effectively leverage various platforms becomes crucial. The next section will discuss strategies on how to tailor paid media efforts across popular platforms, from Google to TikTok. 

For Google Search Ads, a focus on mobile-optimised keywords is essential. Mobile users tend to search using shorter, more direct phrases like “24h Locksmith Nearby” or “Find Local Plumbers.” Complementing this with localised campaigns that use geo-targeting can significantly increase engagement and conversion rates, especially for local businesses offering timely, location-specific services. Enhancing these ads with call, app, or lead form extensions further tailors them to the unique needs and behaviours of mobile users, streamlining the conversion path.

Turning to YouTube Ads, the creation of short-form content is paramount, given the typically brief attention span of mobile users. Engaging viewers quickly with concise, attention-grabbing ads and incorporating call-to-action overlays can effectively prompt an immediate viewer response.

For Meta Ads, especially Stories on Instagram and Facebook, employing full-screen vertical ads can create an immersive experience that captivates audiences. These formats are particularly effective for time-sensitive offers, taking full advantage of the format’s full-screen and immersive nature.

When it comes to video content across Meta platforms, it’s important to account for the possibility of sound being off. Ensuring your message is clear during sound off viewing is crucial and achievable through captivating visuals, on-screen text, or subtitles. Additionally, experimenting with varied ad lengths can help determine what resonates best with your audience.

On TikTok, the focus should be on creating native content that seamlessly blends with user-generated material. The platform favours content that is less intrusive and more organic in nature. Given TikTok’s format, keeping videos short, typically between 15–30 seconds, is advisable. This length is ideal for capturing and maintaining the audience’s attention throughout the video.

Winning the smartphone audience through mobile paid media advertising requires a blend of creativity, understanding of mobile user behaviour, and strategic use of paid media tools. Tailor your creative assets for mobile and leverage the unique features of platforms like Google Ads, YouTube, TikTok, and Meta to engage and convert this ever-growing audience. Remember, in the world of mobile advertising, it’s not just about reaching the audience; it’s about engaging them.

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