While creating a mobile campaign for your business, you need to consider various factors like the targeting capability, geographic coverage, pricing, etc. of your short listed mobile ad company before signing the deal. Since different companies offer different services, which are priced on varied criteria, you need to shop carefully to get value for money.
The following are three tips, which can help you to select a mobile advertising network that will be a good fit for your business model:
Search for a network with widespread local reach: It’s vital for your business to find a network that can connect local business advertisers with a diverse group of mobile local publishers. Your chosen network should ideally also serve a large proportion of local mobile search applications almost over 60% to 70% of them.
Search for networks that focus on localized content: Since you would surely want to bring in the local consumer, you should focus on finding networks that let you deliver your ads locally based on a radius around a specific location or ZIP code, etc. Ideally, you should not use services that only target clients at the metro or city level, and don’t help you reach the local clientele unless you want specifically to limit your reach to city/metro clients. It’s important to ensure that your ads are relevant both contextually and locally.
Find mobile advertising companies that provide search and display ad serving: For an effective mobile strategy, you should be able to test two approaches, namely search and display ad serving. Though text messages (SMS) and display ads are the most popular formats at present, the category of mobile search ad is increasing rapidly, and is expected to overtake the former soon. Since not all mobile networks offer both, you should look for one that does.
The price of services charged by mobile advertising companies can vary depending on the extent of reach you are looking for, the availability of a multitude of options for targeting specific content channels, the level of support on offer, etc.
Though the overall scenario of mobile advertising market is still fragmented, it can’t be negated that the market offers vast possibilities to brands and businesses that are looking to promote their locations in order to create local awareness, which in turn would help them create leads, and bring sales.
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