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How Brands Can Benefit from App Advertising

Alexandra Serrano
November 21st, 2012
Tapping into the mobile market through app advertising has become pivotal to business marketing initiatives, as the prominence of smartphones continues to evolve.

According to The Economist, "As smartphones and tablets capture ever more eyeballs, digital-ad firms such as AdMob, for which Google paid $750m in 2010, are hot." These firms are capturing the attention of a mobile user demographic that utilizes free applications paid for by advertising revenue.

The rise of smartphones has also changed the behavior of consumers, who are highly influenced by the ability to obtain information at lighting fast speed. Gaining exposure through this medium involves creating a marketing strategy that not only considers buying ad space in this field, but also gaining attention with simple and direct ads that are contagiously appealing.

For instance, the Stella Artois Ice Lounge App is a supplement to their existing campaign. The app capitalizes on consumer's smartphones to create an ever-present reminder of the Stella brand. The mobile application included games and features that contributed to the user experience so as to seamlessly incorporate the worlds of enjoyment and marketing in a subtle way. This exemplary campaign component provides the perfect complement to the Stella Artois exposure strategy.

Most importantly, mobile application users spend a vast amount of time using their tablets and phones. Google's research in The Mobile Movement: Understanding Smartphone Consumers states "71% of people search on smartphones because they saw an ad." With the stakes so high, the importance of creating a marketing strategy that covers the mobile app advertising world is essential to business success.

Trend Hunter's Technology Trend Report delves into this field more, and provides informational tools to help companies appeal to smartphone consumers.