The World at Our Fingertips

mobiledevices

Apps, Ads, and the Mobile World

Mobile devices are clearly the reason new media has exploded in today’s society. Users can do almost everything with the swipe of their finger, no matter where they are. iPhones have countless apps available for fun, business, and everything in between. Tablets now come cell-service ready for constant Internet access. Society is going mobile, and advertisers are catching on.

We’re Not All That Different

All traditional media rely primarily on advertising to make money, whether it’s for profit or just to cover costs. Television, magazines, newspapers – they all need advertisers. Well, unless they have insanely generous donators. New media runs the same way. Websites cost money to built, host, and maintain. Apps require time to develop. They need money.

Advertisers are starting to go beyond basic Web ads and looking at mobile devices and apps. But just like every other aspect of life, there are pros and cons. If you are considering whether or not to pursue mobile advertising, then keep reading.

Pros and Cons of Mobile Ads

Pros

  • Ads don’t have as much competition
    Because mobile web pages and apps are designed to be more simple, a lot of the distracting extras are left out. Facebook advertisers have found that more people will actually click on the ads in the app because they stand out more.
  • More people are going mobile every day
    604 million. Yup, that’s a lot of Facebook users on the mobile app or mobile website. That number grows every day. While not every advertiser can afford a place on Facebook, it at least illustrates the growth. The number of app downloads is expected to grow to 32 billion. Facebook is just one example. Check out this video from Google that explains just how mobile we really are:

  • Free apps sell more
    Everyone loves Angry Birds. Well, I don’t personally, but I know a lot of people do. One reason so many people love it (beyond its normal awesomeness) is that it’s free. As a broke college student, there are few words more valuable than “FREE.” Many users are willing to put up with interrupting ads if it means having a free experience.

Cons

  • Information overload
    Too much of anything can be a bad thing. Always remember that “content is king,” and too many ads can be overbearing and unappealing. While mobile ads are so quickly on the rise, there eventually is a limit – but advertisers may not know the limit until it’s too late.
  • No cookies
    On a desktop PC, advertisers can narrowly target its audience. How? Well, the Internet uses cookies to collect information about the users. Using a fancy algorithm, advertisers can use that information to advertise to exactly who they want.
    cookiemonster

    Apple said “no no” to this. Their devices don’t allow third-party cookies, so it’s harder to pinpoint an audience. But put it into perspective. All traditional media advertising operate on “best guess” research, and it works pretty well. It’s just not pin-point accurate.

  • Lack of rich media
    Steve Jobs is just such a trendsetter, isn’t he? Well, since he gave the thumbs down to Adobe Flash Player, almost all mobile devices are phasing out support for it. While HTML5 and CSS3 are great, Flash has a few more tricks up its sleeves for design capabilities. Advertisers have to find a way to catch its audience’s eye without using Flash.
  • Multiple platforms
    Just like desktop PCs, there are a million fish in the sea. iPhone 4, iPhone 5, Andriod, iPad, Windows tablets – there are many platforms that have different resolutions and setups. It can be a pain to satisfy all platforms, so decide if you’re up to the task.

Go More In-Depth…

We never want you to feel limited to only what we’ve posted. Here are a list of other articles you can check out:

Wrap Up

Remember that the purpose of this blog is to help you understand the new media world better through the eyes of PR/Advertising. Through dialogue, we can discuss and share what’s working, what’s not, and what to expect. New media is changing our world, and each week we want to explore it.

Stay tuned for next week’s post. If there’s something that interests you or you want us to talk about, let us know.

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