There are already more mobile users in the world than people. And, since mobile penetration keeps growing, mobile social interaction is on the rise too. Social media networks are therefore becoming an appealing marketplace for advertisers to offer contextual advertising.
Facebook, the largest social network in the world, has recently changed its advertising strategy and seems to be faring pretty good. But that’s not the only social media company that’s moving aggressively to improve its mobile advertising: Twitter and LinkedIn have also taken measures recently to improve their mobile advertising, improving focus and business-to-business offers.
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Facebook and Twitter advertising
Facebook has recently introduced a way of orienting mobile advertising based on the products and brands that its users buy, which has helped big brands invest on mobile advertising on the platform. This is a big step ahead for mobile social advertising, as behavioural orientation is already a popular digital marketing strategy.
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But Facebook’s strategy doesn’t end there. It is said to be planning a new auto-play feature on its advertising platform for the summer, also available on mobile.
And Twitter is also improving its mobile advertising strategy by offering marketers the possibility to target advertising based on users’ tweets. By identifying keywords on the tweets, marketers will be able to provide personalized and relevant advertising, which is one of the things that users expect the most about advertising.
Hashtag marketing is also a great way of taking advantage of the social-mobile convergence. With a great deal of users participating of the categorization tool for their contents on mobile devices, hashtags offer great marketing opportunities for mobile marketing.
B2B Online Marketing
LinkedIn, the professional social network par excellence, is also jumping on board of the mobile advertising bandwagon. After almost two years of providing an advertising-free mobile application, LinkedIn hasa been studying how to best offer ads to its mobile users.
LinkedIn is key to many B2B social strategies, which offers a more efficient compromise model for marketers, and although advertising means only one third of LinkedIn’s revenue, this new B2B opportunity could be huge for advertisers.
Ads on Instagram
Instagram, a Facebook-owned platform, first started publishing ads last November. These ads also got negative comments from Instagrammers who were angry with the ads in the their new feeds from accounts they don’ follow. This is what can happen when first introducing advertising.
Instagram, which is still is a free service, is owned by a company which had last year’s projected revenue of $6.3 billion –it was obvious that it was going to have ads, whether you like it or not. And the last Omnicom-Instagram deal can make us think we have to prepare for the video ads as well.
Be ready for sponsored photos and sponsored videos to appear in your feeds from brands you don’t follow, they are labeled “Sponsored” and have a button to hide them. Still, ads are limited to a select group of 15 brands to create first experience, but they are already showing promising results.
Nevertheless, it is still complicated to make ads fit into the context of users’ feed and be relevant. Because the site is actually based on photo sharing with no context. So your ad may appear beautiful but not effective.
You can see below some examples of premier brands, companies and their ads. Start thinking also of your future advertising on Instagram and launch it as soon as it becomes possible for everyone interested:
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Image may be NSFW.
Clik here to view.
Image may be NSFW.
Clik here to view.