Mobile advertising

Mobile advertising

Mobile advertising is broadcast advertising on mobile devices – tablets and phones.  Traffic by similar devices is being rapidly increasing so it deserved increasing interest and towards reaching consumers in places where they are. Your customers are mobile, so you have to stick with them. Official data shows that in 2014 2.6 million Bulgarians will use mobile devices as their share will increase with each passing month. Largest publishers of websites developed their own mobile applications. Another option to broadcast advertising is through advertising networks, such as Google, HTTPool and others.

EXPLANATIONS

How it works

The investment in mobile advertising is mandatory this year. The trend is that the advertising on mobile devices will expand its range more and more. Today, there are no obstacles for the implementation of advertising campaigns on mobile networks as well as on desktop computers.

The good news is that the mobile market is still insatiable for ads, so, the effect of advertising will be greater there.

The options are to either use one of the many existing applications of the first-class (premium) websites or use an advertising network. In the first case you will have control over where your ad is broadcasted and can more accurately (precisely) define the interests of the audience. But you will pay more.

If you choose the advertising network, you can implement a wide range of audiences at a decent price.

In order to receive a good media campaign in first-class (premium) websites, you need specialists, who have access to the respective tools, to measure the best options for advertising banners positioning. Since the premium mobile ad is more expensive than many of the other types, is almost necessarily to trust the professionals, if you have decided to invest your budget in such websites.

In Bulgaria the Internet use is reported by Gemius.bg. The data from Gemius.bg serves as initial information, so it is determined, which are the websites that are most likely to be visited by your users.

The Digital Marketing Group uses Gemius.bg software when planning campaigns in Premium network. This way, in combination with our experience, we ensure maximum accurate targeting of your advertising messages.

What targeting options are available

Most first-class (premium) websites offer large number of options for targeting based on extensive demographic criteria – gender, age, income. The strategy of the publishing groups is to develop websites in different categories / audiences – for example, male or female websites, with economical tendency, sports websites, etc. If you want to target with your ad a specific group of people (for example, men, 30-40 years old, with income above 1000 BGN, residents of big cities), you need a professional advice.

In first-class (premium) websites you can target by geographical location, by putting an indicator, showing how many times your ad is shown to the individual visitor of the website, the so called

Frequency capping.

The advertising networks allow targeting by various criteria – demographic, by interest, contextual, etc.

Our experts, with software and based on many years of experience, will be able to offer you the optimal mix for the needs of your more accurate targeting.

What devices does it work for: tablets and mobile devices.

What advertising formats are possible:

The mobile advertising allows the broadcasting of all types of advertising formats that are known, including for desktop computers – banners, text and video. But because the size of the mobile devices is smaller in comparison to the one of the desktop computer, respectively the advertising formats, which are used there, are smaller. This in turn, limits the number of formats that users want to use.

Many publishers don’t have established standards for mobile advertising yet and the variety is great. The most common advertising formats are banners for mobile ad with sizes 320×50, 320×100, 300×75, etc. The size of the format often depends also on the type of the device, on which will be broadcasted.

The choice of the right advertising formats is one of the most important steps in the process of Internet campaigns implementation. We, at Digital Marketing Group, are familiar with the capabilities of the individual websites and we can offer you the most suitable options for the display of your advertising message.

Price models

In most cases, banner ad on mobile sites and apps is purchased at a cost per 1,000 impressions basis. The cost of this type of advertising is often higher than the other forms. You can use different types of discounts – volume, preferential, and so on. Ad networks offer a way to buy clicks and these are the preferred forms for most advertisers at the moment. The CPA pricing model is not yet widely spread in Bulgaria, but it is expected to appear in the first-rate sites within a few years. The Digital Marketing Group works with publishers of most premium websites and ad networks in the country and can provide attractive bids for mobile advertising campaigns.

Positioning and measuring

Your ad is positioned only on premium sites in locations previously known to you in your chosen days, formats, or other, or in secondary locations on premium sites or ad networks. There are different methodologies for measuring efficiency in the internet environment. Site publishers often provide access to individual ad statistics. The data they provide must contain information about the number of impressions, clicks and the ratio between them, CTR. Some publishing groups work with more precise softwares and give exceptionally good reports on individual campaign conversions. These reports are sometimes about 50 pages long. Their use and careful review enable customers to improve their business offer for subsequent campaigns. If you want a publisher-independent monitoring of your ad’s accountability, you can use independent Internet monitoring agencies or Google services.

How it helps you to grow your business

The mobile advertising in first-class (premium) websites can be an effective tool by the promotion of your business. It helps you by:

  • The ad is there, where your users are;
  • Increasing the company’s image and brand recognition by reaching a wide specter of users, who have an interest in your products / services;
  • Increasing the confidence in the company among the potential and already existing customers;
  • Giving opportunities for selection and targeting of the right target groups, who your message should reach;
  • Helping increase the sales of your goods or services;
  • Giving an opportunity to manage the appearance of your company in the community;
  • Optimizing the marketing expenses by providing multiple options for results accounting of the campaigns;
  • Providing more free time for you and your team.

HOW WE CAN BE OF USE TO YOU:

The team of Digital Marketing Group offers working and effective solutions for management of your marketing and advertising budgets. Via our experience in planning and implementation of campaigns in first-class (premium) websites, we can assist you in the various stages of the process.

When developing an advertising strategy

  • To help you determine the goals of the campaign in a way that meets the needs of your business;
  • To assist you by the market segmentation;
  • To identify the users you want to reach;
  • To assist by the campaign budgeting;
  • To develop a working media mix in separate communications channels – online and offline;
  • To help develop the visual concept of the campaign;

When implementing the campaign

  • To develop an appropriate (adequate) for your needs communication plan;
  • To make a detailed media planning, in order to achieve the sated in the strategy advertising prices;
  • To develop attractive visual messages, with which to attract the attention of your customers;
  • To organize the campaign, the operational control over the implementation and the final monitoring;

The campaign report

  • To assist you with ideas for the optimization of your future campaigns;
  • To offer innovative solutions that will improve the development of your business.

To be there where your users are – everywhere.

We are very pleased with our joint partnership with DMG! As a start-up business a year ago, we were attracted by their vision of establishing a new service in Bulgaria and the innovative approach to the implementation of the marketing plan through digital channels. We rely on them to grow together!

MARTIN BOGDANOV, CEO Paysera Bulgaria

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