This Summer, Don’t Let Your Advertising Go To The Darkside

During the summer months, many advertisers choose to “go dark” instead of advancing their usual ad campaigns. People are out of town on vacation, or on the go with their family, enjoying the outdoors. But don’t let that be an excuse to lose top-of-mind awareness with your local market or miss out on incoming tourists.
With the power of mobile advertising, you have the ability to reach customers no matter where they are, providing them with vital information that will encourage them to choose your business instead of your competitors.

Keep Mobile Viewership High This Summer

Mobile viewership is at an all-time high. In terms of mobile video viewership alone, it’s estimated 2018 will see approximately 1.69 billion mobile viewers –up from 1.25 billion in 2014. Around 36% of the world’s population is estimated to own a smart phone and mobile ads are working with increased efficiency.  Viewers are encouraged to visit websites at 288% higher rates alongside app purchase increases of 162%. With the right mobile marketing strategy, you can substantially increase your overall marketing success rates.

To keep your business at the top-of-mind this summer, make sure you’re taking advantage of these mobile advertising strategies.

Mobile-Only PPC Ads

Mobile ads have higher click-through rates than desktop ads, which means that focusing your ad spend on mobile users is a great way to increase the number of people who will make purchases as a result. Service companies can also take advantage of mobile and call-only ads to catch consumers.


Think about the last online purchase you made. Was it on a mobile device or a tablet? If you didn’t actually purchase from your phone or tablet, did you use it to research your purchase?

More than 60% of smart phone owners perform searches every day. With 45% of clicks and 27% of conversions coming from mobile, it’s an important platform.

During the 2017 holiday shopping season, a third of all online purchases came from smartphone users. It now accounts for nearly a quarter of all e-commerce spending.

Servicing Customers On-The-Go

Targeting Mobile PPC ads to consumers and tourists might be the most lucrative marketing move you make this year. In the last 4 years, search terms including the phrase “near me” have quadrupled. Think about the last time your car broke down, or you needed to find a certain restaurant or clothing store when you were traveling. Insert your service, type in “near me” and make sure you are showing up with ads where consumers can call or come in immediately.

Mobile-only ads can be targeted to specific mobile devices–tablets, phones, wearables, and more–or created for mobile devices in general. Your mobile ads can appear as text ads, image ads, and more.

Mobile Ads on Facebook

More than 95% of all usage on Facebook is mobile. And there are 2 Billion users worldwide, up by 100% just six years ago. If you aren’t advertising on Facebook, you are missing the change to connect and convert your best customers.

Facebook mobile ads allow you to target specific members of your target audience at a high level on Facebook. Thanks to Facebook’s targeted marketing, you can substantially narrow your buyer personas and improve your ability to reach specific individuals–including those who are using mobile devices instead of desktops for their social media browsing.

To make your Facebook mobile ads effective, keep it fast and light: a brief touch that will let customers know that you’re there and what you offer, rather than overwhelming them with information when they’ve just picked up their phones for a brief browse session.

In-App Ads

Apps account for 89% of the time that people spend on their mobile devices, making them the perfect way to reach customers on platforms that they use every day – on average, more than 2 HOURS a day.

Consider the power of staying top-of-mind in front of this audience, who is captive, on a small screen, giving their rapt attention to the screen. In 2017, an Interactive Advertising Bureau (IAB) study found 47% of smartphone users worldwide took some sort of action after seeing an ad in a mobile app.

Even while your target market is traveling, you can stay connected by appearing in their favorite apps.

Location-Based Ad Targeting

Where are your customers going? Are they heading out of town from your local airport? Hitting local events that have taken place within the past 12 months?

By using mobile device IDs, commonly known as mobile “geo-fencing” you can target people who have been at particular locations, then send them an ad that will interest them in your business. Using this as a ‘lookback’ or in real-time, you can reach customers and tourists in your area who might be less familiar with the products or services you offer.

Using the summer months to your advantage will help you get out in front as an advertiser–and thanks to mobile marketing, you can easily target customers exactly where they are. From seeking out tourists to providing useful mobile ads to customers who are on vacation, but returning home soon, mobile marketing is a great way to keep your name out there.

Then, when school starts again and people return home, you’ll be ideally positioned to take advantage of your increased digital presence.