When I tell people that I work in online advertising, the first thing I usually hear is:

“Oh! You make those annoying ads that I never click on.”


Although, sometimes, there’s an ad that really catches my attention. For instance, let’s say a Chipotle ad pops up on my cell phone. It’s lunchtime, and I’m within walking distance. It relates to me, is timely, and is on the device where I spend most of my time. To the marketer, that interaction is all that matters.

For that reason, online advertising has become a necessity for most brands, especially on mobile, where most people (like me) spend the majority of their time.

Mobile traffic on Google recently surpassed desktop traffic. That’s huge, because Google is the top dog in online advertising, both organically and through ads (Adwords). To account for the shift, Google made updates to their algorithm to give higher rankings to those websites that are responsive and mobile optimized.

In plain language, mobile friendly websites are more likely to appear closer to the top of the first search results page than those that are not. These changes make ads more of a priority for brands, especially if creating a new website isn’t an immediate option.

Not only are ads on Google important, Google’s research proves that mobile needs to be at the top of the list for all forms of online advertising. This has caused a number of large brands to allocate significantly more money toward mobile marketing efforts.

There are so many different opportunities for advertising on mobile. Some of the bigger platforms include Spotify, Pandora, YouTube, Facebook, Google, Twitter, LinkedIn, Instagram, and SnapChat. These digital options offer a level of targeting that is unheard of in traditional marketing methods.

If I’m listening to Spotify on my phone, and am served an ad about the upcoming Pitch Perfect 2 movie, I can click on it, watch the trailer and engage with their YouTube page. I can also look at their Snapchat story to see the actors at the premiere, or later that night, check out Instagram to get a behind-the-scenes look at the movie. Important to note, I am part of their target demographic, which is why I’m seeing the ads in the first place. However, I’m making those coveted interactions that are every marketer’s goal.

(P.S. The movie came out May 15. Go see it. Now.)

Although necessary, mobile marketing isn’t always easy.

Mobile has, historically, taken a test and learn approach. The good news is advertisers are continuously working to prove which platforms are the most effective, including how many times a person needs to see an ad before engaging, how close a person should be in proximity to a store when served an ad, etc.

The Mobile Marketing Association (MMA) just came out with a study analyzing campaigns performed by AT&T, Coca-Cola, Wal-Mart and MasterCard. Based on their findings from mobile marketing campaigns, they found that advertisers can increase their marketing ROI by as much as 100 to 180 percent.

Interaction with brands is limitless. For most of us, our mobile devices are attached to our hips, and advertisers take advantage of that in very unique ways.

So, to all the advertising haters, I hear you. However, my job is pretty awesome. Online advertising, especially mobile, is about creating unique ways for a brand to potentially develop a lifelong relationship with a customer. Mobile is always changing, allowing us to target users in ways we never could before, offering a deeper look into brands that we didn’t get in the past, and some might say that’s aca-awesome.

Corporate Communications: Elyssa Shapiro, elyssa.shapiro@mittera.com

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