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Now that society and consumers are becoming increasingly mobile, brands have a lot to gain from investing in mobile advertising. In 2015, SalesForce reported that 68% of companies had already added mobile marketing to their marketing strategy. This shows a rise in recent years but still leaves many companies out of the mobile game.

It’s time your marketing and advertising efforts turned mobile, if they haven’t already. Here are a few tips on successfully implementing mobile advertising into your marketing strategy:

Target moments

Brands tend to target their audience in terms of demographics – their age, gender, location, personality, and so on. Separating your target audience into different categories based on this data and advertising to them accordingly is generally effective. Yet, mobile offers even greater targeting potential. Unlike other platforms, you know that mobile has a pretty good chance of reaching your audience immediately because we all check our phones so regularly. This gives advertisers the opportunity to target their audience at specific moments.

While demographic information can be useful, a person does not think or behave the same way all of the time. Content that grabs their attention at work, on their commute, while out with friends, and while sitting at home with their family may all be different. Advertisers should target their audience in different ways depending on what they are doing in that moment. Advertising taxis may be effective when leaving a bar, for example. Reaching customers while they are in-store or shopping in the area is also a good strategy as it is relevant to them in that moment.

Make sure your ads are responsive

Marketers are all pushing towards mobile-friendly websites to increase their success with mobile customers. The same needs to be considered for your advertisements. It is not enough to just create a standard mobile ad for all devices as they all come in different shapes and sizes, with different-sized screens.

To adapt to any device, your ads need to be able to dynamically resize to different screens. Failing to do this will mean that your ad won’t display correctly for a lot of users. This puts them off interacting with it and maybe even preventing them from viewing it properly. This will require changes to your code so keep that in mind.

Advertise in apps

Banner ads on mobile browsers are a good option for mobile advertising, but the fact that 90% of the time spent on mobile devices is on apps, with only 10% spent on browsers shows that in-app advertising is a much more profitable investment.

There are millions of apps available across the Apple App Store and Google Play Store. Games, social media and search engines are all popular apps amongst smartphone users. Positioning your advertising in popular apps is great for brand exposure and converting users.

So, why not join the 68% of business performing mobile marketing by advertising your brand on mobile? Follow the tips listed here to make it a success for your business.