Mobile advertising
Mobile advertising is an area of online marketing (see also: Internet advertising ) and describes advertising in which digital advertising content
- on mobile devices
- on websites adapted for mobile devices ( mobile website ) or programs ( apps ) and
- can be displayed using special formats.
Mobile advertising is part of mobile marketing .
The term "mobile terminal" is used to distinguish it from stationary personal computers , but it is not clearly defined. In practice, however, most people speak of smartphones . Tablet computers play an intermediate role here, as they support mobile and stationary content. The mobile websites or mobile apps contain so-called containers in which the advertising content is displayed by an ad server . A software development kit is also required in apps . Mobile formats adapted to the screen size, the capacity of the mobile browser and the quality of the connection are used.
Types of mobile ads
Similar to conventional online advertising (see advertising banners ), there are a number of different advertising formats in mobile advertising. These include:
- text based ads
- image based / banner ads
- Ads with audio and video embedding (rich media ads)
- interactive displays (example: the user can influence the display by shaking the device)
A sub-form of mobile advertising is native advertising , which is also used on desktop websites . The advertising content is graphically integrated into the website content, which increases the perception of the ads by the users.
outlook
It can be assumed that mobile advertising will be one of the most important areas of online advertising in the future , as the number of users on the mobile Internet is constantly increasing. According to AGOF, 27.31 million unique users recently used mobile Internet in the form of mobile-optimized websites or mobile apps . One reason why mobile advertising is said to have such great potential lies in the possibilities of targeting specific user groups with mobile advertising. Particularly noteworthy here is geotargeting , in which, with the help of the location function, advertisements can be displayed to users who are in a certain spatial area around a target point.