If the user has more engagement with the advertising
material, they may click on it frequently. Brands are experimenting with apps
like Shazam to increase the interactivity of their ads.
Brands are using rich media ads to draw consumers in with
highly appealing experiences. This could mean adding a map of nearby stores to
an ad or even a button which dials a sales line so the user can discuss their
needs.
While some brands are willing to experiment with mobile
advertising, many are yet to even develop a suitable mobile website. These
brands risk missing a key opportunity to reach consumers; critical when you
consider that mobile has higher response rates than those seen elsewhere.
Mobile advertising gives marketers the chance to reach
consumers on a more personal level than any other type of advertising. Creating
immersive and entertaining experiences to attract the attention of the consumer
is essential for marketers wanting to take advantage of the massive increase in
app usage,” said Charlotte Miller, report author, Juniper Research.
