Chapter 3: Mobile Advertising
- In-App Advertising
In-App Advertising refers to the practice of displaying advertisements within a mobile application or app. These advertisements can take various forms, including banner ads, interstitial ads, video ads, native ads, and rewarded ads, among others. The primary purpose of in-app advertising is to generate revenue for app developers and publishers by promoting products or services to app users.
Here’s a brief overview of some common types of in-app ads:
These are small, static or animated ads that typically appear at the top or bottom of the app interface. They are usually less intrusive and remain visible while users navigate through the app.
Interstitial ads are full-screen ads that appear at natural transition points within the app, such as between levels in a game or when moving from one section of the app to another.
Video ads play short video clips, typically between 15 to 30 seconds in length. They can be shown before, during, or after using the app’s content.
Native ads are designed to match the app’s user interface and content seamlessly, providing a more integrated and less disruptive ad experience. They blend in with the app’s design and do not look like traditional ads.
Rewarded ads are a form of video ad where users are offered an incentive, such as in-app currency, extra lives in a game, or exclusive content, in exchange for watching the ad.
- Mobile-Friendly Websites
A mobile-friendly website is a website that is designed and optimised to provide an optimal user experience on mobile devices such as smartphones and tablets. In other words, the website adapts its layout, content, and functionality to fit the smaller screens and touch-based interactions of mobile devices.
Key characteristics of a mobile-friendly website include
The website’s layout adjusts dynamically based on the screen size and orientation of the device. This ensures that the content remains readable, accessible, and well-organised, regardless of whether it’s viewed on a desktop computer or a mobile phone.
Mobile-friendly websites utilise touch-friendly buttons, links, and menus to make it easy for users to navigate the site using their fingers without the need for a mouse.
Fast loading times
Mobile users often have slower internet connections than desktop users, so a mobile-friendly website is optimised for speed, minimising loading times and ensuring that users can access content quickly.
Mobile-friendly websites often prioritise essential content and minimise unnecessary elements to enhance readability and reduce the need for excessive scrolling.
Compatibility with mobile browsers
Mobile-friendly websites are designed to work smoothly across various mobile web browsers (e.g., Safari, Chrome, Firefox) to ensure a consistent user experience for all visitors.
Avoidance of Flash
Flash is not supported on many mobile devices, so mobile-friendly websites use alternative technologies like HTML5 for multimedia content.
Chapter 4: Budgeting and ROI Analysis
Budgeting and ROI (Return on Investment) analysis are essential financial management concepts used by businesses to plan, allocate resources, and evaluate the financial performance of projects, initiatives, or investments. Let’s explore each concept in more detail:
Budgeting is the process of creating a detailed financial plan that outlines the expected revenues and expenses for a specific period, typically on an annual basis. It allows businesses to set financial goals, allocate resources effectively, and monitor their performance against those goals. Budgeting involves several steps:
a. Revenue Forecasting
Estimating the expected income or revenue streams from sales, services, or other sources.
b. Expense Estimation
Predicting the various costs and expenditures required to run the business, including production costs, operational expenses, salaries, marketing, etc.
c. Creating the Budget
Based on revenue and expense estimations, a budget is constructed to set spending limits and ensure the company’s financial resources are appropriately distributed.
d. Monitoring and Variance Analysis
Throughout the budget period, actual financial performance is compared to the budgeted figures, and any discrepancies are analysed. This process helps identify areas where adjustments may be needed.
- ROI Analysis (Return on Investment)
ROI is a financial metric used to assess the profitability or effectiveness of an investment relative to its cost. It measures the return or profit generated from an investment compared to the initial investment amount. The formula to calculate ROI is:
ROI = (Net Profit from Investment / Cost of Investment) x 100
Net Profit from Investment = Total Revenue from Investment – Cost of Investment
ROI analysis is often used by businesses to evaluate the potential benefits and risks associated with various investment opportunities. It helps decision-makers determine which projects or investments are worth pursuing and which ones may not yield the desired returns. A positive ROI indicates that the investment has generated a profit, while a negative ROI suggests a loss.
ROI analysis is widely applied in various areas, such as capital expenditure decisions, marketing campaigns, research and development projects, and more. It enables companies to allocate their resources wisely, prioritise investments, and optimise their financial performance.
Both budgeting and ROI analysis are vital tools in financial management, as they help businesses make informed decisions, maximise their returns, and stay financially sustainable.
Chapter : Choosing the Right Advertising Platform
Selecting the best advertising platform for your business depends on several factors, including your target audience, advertising budget, campaign objectives, and the nature of your products or services. Each platform has its strengths and weaknesses, so let’s evaluate some popular advertising platforms
Google Ads (formerly Google AdWords)
Massive reach with access to billions of daily searches, display network, YouTube ads, and various targeting options (keywords, demographics, location, etc.).
- Suitable for
Businesses looking to capture users actively searching for products or services, or those targeting specific keywords.
Can be expensive for competitive keywords, and ad performance heavily relies on keyword optimisation.
Extensive audience targeting options, including demographics, interests, behaviours, and custom audiences. Robust ad formats for visual storytelling.
- Suitable for
Businesses with visually appealing products or services and those aiming to build brand awareness, engagement, or target specific user segments.
Ad fatigue can be an issue if the creative isn’t updated regularly, and the platform’s algorithm may reduce organic reach.
High engagement rates, especially for visually-driven industries like fashion, beauty, and travel. It’s owned by Facebook, so you can leverage Facebook’s targeting options.
- Suitable for
Businesses targeting a younger audience or with visually appealing products/services.
The platform primarily focuses on image and video ads, so your creative should align with Instagram’s visual nature.
Ideal for B2B advertising, offering targeting based on job titles, industries, company size, etc. Great for professional services and lead generation.
- Suitable for
Businesses targeting professionals or decision-makers in specific industries.
Can be relatively costly compared to other platforms, and ad engagement might not be as high as on social media platforms.
Real-time engagement, good for trending topics, events, and news-related campaigns. Various targeting options based on interests, keywords, and followers.
- Suitable for
Brands aiming to increase engagement, website traffic, or promote products/services related to trending topics.
Character limits in ad copy can be challenging, and the platform may not be as suitable for all types of businesses.
Access to the large YouTube audience, different ad formats (skippable, non-skippable, etc.), and extensive targeting options.
- Suitable for
Businesses with engaging video content and those aiming to reach a broad audience with video advertisements.
Creating high-quality video ads may require additional resources and budget.