Range of mobile advertising formats - Order mobile advertising, social media advertising at 0222 Digital Agency (Dubai, Singapore, Hong Kong, Qatar, Moscow, Russia) Development Company: AI, Blockchain, IoT

Text messaging and (later) picture messaging such as SMS and MMS are some of the earliest opportunities for mobile advertising. With these messages, marketers can reach almost all mobile phone owners.

However, we must not forget to obtain the prior consent of the user to obtain them. Another form that allows you to quickly reach users through notifications is notifications, also known as push messages. They can be both in text and in graphic form and directly displayed on the page, as in the case of display ads. Sending notifications is possible through applications in which the user knowingly agrees to receive such content.

The ad formats dominating display campaigns (reach, performance, and RTB) are standard 320x50 banners (also slightly larger options adapted for HD screens). This is due to their widespread availability both on mobile sites and in apps. The mobile rectangle of 300 × 250 pixels is also a very popular format. Both of the above solutions are text-based formats that are not invasive to users as they do not interfere with the content. It should be remembered that banner sizes must be adapted to each of the possible types of mobile devices, because users use different models of smartphones - from the oldest to the newest with high resolution. When choosing large screens, that is, advertising on tablets, you can use formats similar to those that appear on the "big web", for example, a billboard (750 × 100 pixels) or a skyscraper (120 × 600 pixels). However, when creating such creations, remember that mobile devices do not support flash technology, which is used to prepare advertising materials for the "classic" Internet, for advertising and promotion on the Internet. Nowadays, most clients and advertising agencies already have this knowledge.

In addition to intertext banners, full-screen static images called interstitials, overlays, or full pages are becoming increasingly popular. Since they are displayed across the full width of the screen, graphics of appropriate quality and the shape of the message are important elements. The size of such advertising and, as a result, a clearer and more understandable message makes it mainly used for image campaigns that support the promotion and creation of a personal brand, business, website, company. These multimedia developments are the most innovative (and most attractive) formats for mobile advertising, internet advertising, website advertising. They use various interactive mechanisms and built-in smartphone functions such as touch input, accelerometer and geolocation. The wide range of technological possibilities allows them to include many interesting elements such as a photo gallery, video player, information about the nearest point / store, or the ability to send a text message or email from a creative level. Richmedia can also contain 3D models (360-degree view of this product), all kinds of animations and even mini-games. It is important to clearly encourage the user to interact by showing, when creating an ad, what specific action he should take. Subsequent engagement is fully measured, so in addition to the standard data (page views and visits), the customer has information about all interactions with the user, i.e. engagement metrics. Depending on the mechanism used, all actions, such as switching to new views, starting a movie, or shaking the phone, are measured by the publisher issuing the ad. It can be concluded that when interacting with an advertisement, the user remembers the campaign itself and the product to which it belongs much easier.

Research on the above formats shows that:

• they generate twice as many interactions (compared to standard banners),
• users who saw such a creative respond faster to a toaction call,
• the brand is remembered by users 18% more often (and the advertising message itself is 23%),
• advertising is generally better perceived.

The most popular and effective forms of advertising in 0222 Digital Agency (United Arab Emirates (UAE), Tokyo)

Despite access to a wide range of mobile advertising, the majority of customers remain static creatives, even if they have the option of using tablets or the latest smartphones with octa-core processors with fairly efficient graphics systems. More than 80% of ads on tablets (and the same amount of ads on smartphone screens) are static (interstitial or full-page) ads. Only a few percent of companies choose to use interactivity. It is surprising to find advertisements in ezines, which, among other things, include ads or banners with a QR code without a link to the landing page. We continue to see advertisements that are not adapted to the device's screen size, impairing their legibility and readability, which reduces their effectiveness. By taking advantage of the opportunities offered by both the devices themselves and existing technologies, the chances of a brand being perceived as modern and better at remembering the product are increased. However, the effectiveness of ad formats depends primarily on their relevance to recipients. Therefore, it is necessary to know the target group and an individual approach to each planned mobile campaign.

The numerous mobile messaging targeting criteria currently available combine the interests and place or time of users. This gives an accurate message reaching "here and now". If communication with a personal brand allows, we can additionally offer the user any profit (for example, a coupon, information about the nearest point of sale, a reminder in a calendar, or just an entertainment element possible using the attraction mechanism). Thanks to this, we can achieve an even more satisfactory and effective advertising campaign.