,

Responsive Design & Mobile Display Advertising 101

You’ve heard about mobile advertising and know that your website must be mobile optimized, but you still aren’t 100% sure how to take the best advantage of mobile display advertising for your Houston business. Understanding the benefits of an effective mobile advertising plan is crucial and starts with having a responsive design website. So – here are the goods you need to know.

Mobile Display Advertising vs. Regular Display Advertising

Mobile display advertising is a form of advertising on mobile devices, such as smartphones and tablets. Regular display advertising can be seen on desktop computers. Examples of mobile display advertising include: apps, mobile image ads, QR codes, mobile searches, SMS (text messages), and local ads.

Responsive Design vs. Mobile Website Design

Smart mobile advertising is only successful if your business has a website that is mobile optimized. Furthermore, having a responsive design website is pertinent to today’s success as a business owner. Mobile design entails creating an entirely different website to accommodate mobile devices. Using the desktop design website is not conducive or practical for mobile use. However, in today’s rapidly evolving, technologically-driven marketing world, having a mobile website and a desktop URL are not sufficient anymore.

Responsive design is becoming the standard in the digital and marketing world. TechTerms states that responsive web design (RWD) “provides a customized viewing experience for different browser platforms. A website created with RWD will display a different interface depending on what device is used to access the site.” This is especially helpful when displaying content on small screens. Responsive web design ensures that the user can receive and read all content, no matter the size of the screen being used.

The Benefits of Mobile Advertising/Responsive Design

1. Cost-$$avings

Mobile display advertising costs are significantly lower than radio, TV, and print ads, helping you to reach more people for less money. You will see a higher return on investment (ROI) using mobile display ads, while maintaining the same level of quality that traditional advertising previously provided.

2. Accessibility 24/7

People don’t stray far from their mobile devices these days, therefore, your Houston business can reach customers at all times of the day. They can read your time-sensitive messages any time and at their convenience. The best part is that businesses don’t have to wait for customers to sit down at their desktop computers, you can reach them where they are. In addition, most people have their devices “on” at all times, which means your mobile display advertising is always “on”.

3. Larger Audiences (and Growing)

More people are accessing the internet using a mobile device, giving you larger access to the general public and to an audience that is constantly growing. A 2013 survey showed that 73.4% of smartphone owners used their devices to access the internet. This number is expected to exceed 90% by 2017. Consequently, you have the opportunity to reach an audience you might not have using traditional display advertising, only accessed via a desktop computer.

4. Relationship Building

People have a deep connection with and dependency upon their mobile devices now more than ever. You can use this to your advantage by creating a responsive ad campaign that connects intimately with customers to meets their expectations. This low-pressure advertising will garner repeat customers for your business, while allowing a casual, friendly relationship.

5. 2014 Mobile Advertising Results and 2015 Predictions

As of January 2014, 58% of adults own a smartphone; 32% own an e-reader; and 42% own a tablet. Needless to say, it would greatly benefit your Houston business to take advantage of mobile display advertising, as the mobile market is expected to generate $400 billion dollars in sales by 2015 compared to $139 billion in 2012.

recent study has revealed that 50.1% of spending on paid search ads and SEO efforts will go towards mobile advertising in 2015. It is predicted that 76.7% of search spend will go to mobile marketing by 2018.

The idea that your ads can go straight to your customers’ phones is not surprising, yet can make a significant difference, almost immediately for your business. The caveat to this success, however, is to make sure you plan and prepare your mobile display advertising plan correctly and efficiently, while understanding the benefits of such marketing choices and responsive design.