Mobile advertising is one of the fastest growing and most promising segments of digital marketing: according to eMarketer, the mobile promotion segment promises to reach 75.9% of all digital advertising globally in 2024, totaling $395.6 billion. However, advertisers face the challenge of mobile ad blocking and fraud. To understand the scale of the problem, here are some numbers. Regarding Search Engine Land, in 2023, the market has already lost $84 billion to fraud in digital advertising, including in-app, online, desktop, and connected TV, of which mobile accounted for $12 billion.
So, if you are an advertiser or publicist, and you too are facing the problem of ineffective mobile ads, this article is for you. Below we look at three of the most significant issues related to mobile advertising and how to address them: 1) native and interactive advertising, 2) improving ad quality and relevancy, using technology and services to combat fraud, and 3) complying with data protection regulations. After reading this, you will have a clear understanding of what you need to do to improve the effectiveness of your mobile-based marketing.
Problem #1: Ad Blocking
Statista reports that there were 496 million ad-blocking mobile browser users worldwide in the second quarter of 2023. The number of mobile ad blocker users is growing by an average of 14% annually, the reason being users are increasingly concerned about how ads are getting in their way, slowing down page loads, reducing security and privacy, and wasting traffic and battery.
How to overcome the problem of ad blocking?
- Use native ads that fit into the context of the site or app and do not annoy users: these are articles, videos, podcasts or games that match the theme and style of the platform.
- Improve the quality and relevance of ads to make them useful and interesting to users, through targeting, segmentation and personalization. Tasked with showing ads to those who are genuinely interested, and testing and optimizing ad campaigns to increase their effectiveness.
- Comply with IAB standards that govern the size, frequency, duration, and content of ads: no pop-ups, auto-playing video with sound, overlapping banners and other intrusive formats.
- Communicate with users and convince them to disable blockers. Means — offer them alternatives: subscription, donation special offers or bonuses for viewing ads. As arguments, it should be explained that advertising helps to support free content, and provides an opportunity to choose the type and amount of promotion.
Problem #2: Fraud
Fraud is a special kind of digital malpractice that is resorted to by unscrupulous marketers. Their goal is to artificially inflate traffic, clicks, impressions, or other targeted actions. As a result of such manipulations, advertisers pay for fake ads that do not reach real users (target audience actions), and publishers receive misleading data about their audience.
The Business of Apps estimates that the market is expected to lose $100 billion to mobile ad fraud in 2024. The problem is that mobile phreaking is becoming more sophisticated and harder to detect. As a countermeasure, advertisers should take measures to prevent fraud, minimize losses, and ensure the effectiveness of mobile ad campaigns.
Here are a few ways:
- Use anti-fraud technologies and services that help detect and prevent ad fraud, such as White Ops, Fraudlogix, and Pixalate; they analyze traffic, clicks, impressions, and conversions, and block suspicious sources and devices.
- Work with accredited partners that have certifications and awards from industry organizations, this ensures quality and safe advertising, for example, SmartyAds. Reviews and ratings from independent agencies and experts will help you make your choice.
- CTR, CVR, viewability, dwell time, and other metrics with industry averages and expected values — keep an eye on these key ad performance indicators; the slightest anomalies are interpreted as fraud.
Problem #3: Non-compliance with personal data protection requirements
Your name, address, email, phone number, location, browsing history, interests and preferences are data that can be used for advertising purposes, but only with your consent and following the law. This position is in line with the laws and regulations of most countries regarding respect for the rights and freedoms of individuals concerning the processing of their personal data.
Internet users are protected by personal data protection laws and regulations such as GDPR in the EU, CCPA in California, LGPD in Brazil, PIPL and DSL in China. These regulations define requirements and do not violate user rights for advertisers and publishers. Their violation leads to fines, financial and reputational losses.
According to Stationx.net, in 2023, 77% of internet users worldwide expressed concern about identity theft. Such reveals a tendency among internet users to remain vigilant and fearful of their personal data security in the digital space.
To be done:
- Respect and ensure the compliance of your advertising campaign with personal data regulations in different countries and regions. Such are applied specifically in the case of collecting, processing, storing, and transferring data you are entitled to hold, as well as users’ rights and responsibilities regarding their data.
- Adapt your advertising strategy and technology to new requirements for personal data protection: gain clear and informed user approval to process their data, provide users with the chance to opt for ads, unsubscribe or delete their data, and use anonymization, encryption, and pseudonymization of data to guarantee its security and personal information.
- Partner with organizations whose personal data security rules are stringent and confirm compliance with each stage of the whole process of advertising, such as SmartyAds. This company has been nominated for such awards and certificates as Red Herring TOP 100, Stevie Award, EVA 2023 (European Video Awards), Best Buy-Side Platform, and Best Customer Service.
Recommendations for Advertisers, Publishers & Users
In this article, we’ve covered the three main challenges of wireless marketing and how to address them. To complete the picture, it remains to add the point of view of Internet users of mobile advertising. We’ve done this in the form of recommendations that will help all interested parties use mobile marketing to achieve their controversial goals.
| For advertisers | For publishers | For Internet users |
| Consider user needs and expectations | Improve user experience on your websites and apps | Enable ad blockers to protect against intrusive and unwanted advertising |
| Test and optimize advertising campaigns | Offer valuable and unique content | Learn how to use the Internet safely and effectively |
| Choose reliable and high-quality partners | Collaborate with proven advertising networks | Be attentive to requests for access to personal information when using online services |
| Use different formats and platforms for advertising | Fight fraud and ad blocking | Keep software updated and use antivirus software to protect against viruses and online threats |
| Follow legislation and trends | Evaluate and verify the reliability of information sources on the Internet |
Conclusion
Mobile advertising has tremendous potential and opportunities to promote products, services, and ideas to the masses. But it is hindered by ad blockers, scammers and non-compliance by advertisers. The solution to ineffective advertising lies on three fronts: on the side of advertisers, publishers, partners and users. One option to balance conflicting goals is to prioritize user experience, creating non-intrusive, relevant ads that enhance rather than disrupt the user’s mobile experience.
