Mobile is here to stay, this is certainly nothing new. However, now that most tourism businesses got to grips with mobile, mobile advertisement is something that cannot be ignored. Especially as more and more research is being carried out with regards to the effectiveness of mobile advertisement versus desktop advertisement, companies are increasingly interested in how they can use mobile ads as part of their overall strategy. Now, tourism businesses and destinations are starting to think about how they can use mobile ads either on their mobile sites or within mobile apps (Drum 2014).
Mobile ads are actually twice as effective on consumers as desktop ads which is quite interesting for marketers to know. That alone is a reason to consider mobile and when looking more closely at how brands on mobile are being perceived by consumers all around the world, it is clear that brands that are on mobile are considered more modern and dynamic than brands that are only on desktop.
The most important thing to consider for marketers is to ensure that advertisement can actually reach their audience. This is essential, and in a way, through which device this is achieved does not matter too much. However, for marketers, mobile needs to be considered an effective option to achieve goals as it enables marketers to target consumers in the right environment at the right time, with the right content. Above all, content, context and relevancy are always key when working with ads.
Besides thinking about through which devices ads should target audiences, it is also very important to ensure that the ad format is done in the right way to achieve a campaign’s goal. When looking at desktop ads, a video can be very efficient on desktops when targeted at the right time. If we look at mobile ads, a 60 second video would never work, as on smartphones, consumers prefer and respond well to short, funny or snappy videos. For this purpose, a Vine or Instagram video are the best ways to achieve campaign successes on Smartphones. For marketers, videos are a true opportunity in 2014 and tourism businesses and destinations really need to sophisticate the way in which they approach video on mobile and desktop and ensure that consumers’ mobile video consumption is being used to their advantage.
NEXT GENERATION ADS
After ads have long had a bad reputation with consumers, the next generation of ads on mobile is now relying on on-demand app download options relating to location data enabling ads based on content that consumers will find useful due to their situation or location. Mobile ads are becoming hyper-localised and hyper-relevant which poses both challenges to marketers as well as opportunities to master mobile ads in 2014. This is a real opportunity in 2014 which cannot be missed out or overlooked, as this will identify whether brands remain successful on mobile or not.
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