It’s no secret that mobile has been on the rise for several years now. By 2018, revenue on mobile is expected to surpass that on desktop, so it’s more important than ever for advertisers to establish presence on it. On mobile, you’re tapping into a different consumer mindset: specifically, in the way that people search for information. Needs are typically more immediate — for instance, searching for nearby restaurants, clothing shops, or tourist information centres. In the case of a clothing shop, a customer’s proximity to your store might then mean you want to bid more aggressively on adverts, as they’re more likely to come in and buy something. It’s all about being in the right place at the right time.

There are a host of options available for mobile advertising: AdWords, Bing, YouTube, Display, In App advertising, and affiliate marketing are all now rolling out in much bigger ways. When you create your campaigns, it’s essential to tailor your messaging to the device people will receive it on. For instance, on mobile, we want to reach people who are local, and ready to convert. It’s also important to consider that enthusiasm for optimised ad formats (such as interactive rich media, and native advertising) is growing, which opens up more opportunities for marketers to get smart with targeting, and creative with their strategy.

A good mobile strategy will carefully consider the time of day an advert appears, as well as where the user is when they see it, and how relevant it is to what they’re looking for. It’s a more direct way to speak to the customer, and convey all the information they need to know in that short space of time. Consider, for instance, if you ran a restaurant, and wanted customer to make bookings straight from the ads. You can run call only adverts that don’t redirect to your website, but when clicked, call right away.