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The Rise of Mobile Advertising on Black Friday: Tips for Success in 2023

Can you feel the buzz in the air? It's finally here - Black Friday and Cyber Week are just around the corner, and we all know what that means: shopping galore.


But here's the real question: have you made the most of the mobile revolution that's taking over the shopping landscape year after year?


We can all agree that mobile devices have become an integral part of our lives. From scrolling through social media to checking emails, our smartphones practically never leave our side. And when it comes to shopping, mobile devices have taken the crown. The convenience of browsing products and snagging those incredible deals at the touch of a button has revolutionized the way we shop.


The numbers don't lie; mobile devices are the key to success in eCommerce. And when you combine Black Friday and Cyber Monday, the two biggest shopping days of the year, you get a retail surge that exponentially impacts businesses. The mobile advertising sector, which has grown at an enormous rate over the past decade, is fueling this trend by delivering targeted ads to consumers on their smartphones during these holidays. The trend is clear: More shoppers are turning to their phones and tablets to buy gifts, make purchases and research products. Let's explore how you can take advantage of the mobile boom to grow this holiday season.


Mobile's Dominance During Black Friday

Mobile devices have become an essential part of our lives, and it's no surprise that they're taking over the shopping scene too. Last holiday season, 47% of online sales came from mobile devices—up from 43% the year before. So we can expect similar growth this year as well.


This dominance of mobile during Black Friday has a profound impact on consumer behavior. With the allure of swipe-to-pay and Apple Pay, shoppers are using their smartphones to make quick and informed purchasing decisions.


So why is mobile dominating Black Friday / Cyber Monday? It's simple: convenience. People want the freedom to shop whenever and wherever they please. Plus, who wants to deal with crazy crowds and long lines? #Nah. With just a few taps on their screens, shoppers can score those killer deals from the comfort of their own couches.


Mobile-Specific Ad Formats

Now that we've established the power of mobile during Black Friday (and every day really), let's talk strategy. To maximize your impact, you need to tap into the right ad formats for the mobile-savvy audience. We're talking about mobile search ads, in-app ads, and social media mobile ads.


Mobile advertising platforms offer granular targeting capabilities, enabling businesses to precisely reach their desired audience based on demographics, interests, location, and even past shopping behavior. This targeted approach maximizes the effectiveness of BFCM ad campaigns, ensuring that ads are seen by the right people at the right time.


Mobile advertising also allows for real-time interactions with potential customers, fostering immediate engagement and driving conversions. Push notifications, in-app ads, and interactive formats can capture attention and encourage immediate action, making mobile advertising a powerful tool for driving sales during BFCM.


Additionally, mobile advertising seamlessly integrates with other marketing channels, creating a cohesive omnichannel experience. This coordinated approach ensures consistency across different touchpoints, reinforcing brand messaging and driving sales.


Mobile Search Ads:

Mobile Search Ads appear directly within mobile search results, providing a direct and targeted way to reach potential customers who are actively searching for products and services related to BFCM deals. Placing these ads in front of people when they’re searching online turns up the pressure on competitors and attracts browsers with irresistible offers.


There are a number of different types of mobile search ads, including:

  • Text ads: These are the most common type of mobile search ad. They typically consist of a headline, two lines of description, and a call to action.

  • Image ads: These ads include an image in addition to text. Image ads can be more eye-catching than text ads, but they can also be more expensive.

  • Video ads: These ads include a video in addition to text. Video ads can be very effective at capturing attention and conveying a message, but they can also be very expensive to produce.

  • Product Shopping ads: These ads display a product image, product name, product price, and a link to a product page. Product Shopping ads are a great way to promote products that are relevant to a user's search query.

Mobile search ads can be a very effective way to reach potential customers and drive sales. However, it is important to use them wisely and to make sure that they are relevant to the user's search query. Businesses should also make sure that their mobile search ads are well-designed and that they load quickly on mobile devices.


In-App Ads:

Don't underestimate the power of in-app advertising. With targeted, relevant content, your app can reach a captive audience during moments when they're most likely to buy something.


In-app ads are a type of advertising that appears within mobile apps. These ads can be in the form of banners, interstitials, videos, or native ads. In-app ads can be a very effective way to reach potential customers during Black Friday Cyber Monday (BFCM), as mobile apps are one of the most popular ways for people to shop during this time of year.


In-App Ad Strategies for BFCM:

  • Early Bird Promotion: Utilize in-app ads to promote BFCM deals early on, capturing attention and generating anticipation among potential customers.

  • Countdown Campaigns: Create engaging in-app ad campaigns that countdown to BFCM, building excitement and reminding shoppers of upcoming deals.

  • Limited-Time Offers: Employ in-app ads to showcase exclusive, time-sensitive offers, encouraging impulse purchases and driving immediate conversions.

  • Personalized Recommendations: Leverage in-app advertising to deliver personalized product recommendations based on past browsing behavior or purchase history.

  • App Promotion: Promote your mobile app through in-app ads, incentivizing downloads and encouraging users to shop on their devices.

  • Retargeting Campaigns: Target past website visitors or app users with in-app ads, reminding them of abandoned items or suggesting relevant deals.

  • Interactive Ad Formats: Utilize interactive in-app ad formats, such as gamified ads or shoppable videos, to capture attention and enhance engagement.

  • Mobile-Optimized Landing Pages: Ensure landing pages are optimized for mobile devices, providing a seamless and frictionless user experience.

  • Mobile App Optimization: Optimize your mobile app for BFCM, ensuring it can handle increased traffic and provide a smooth shopping experience.

  • Mobile Ad Analytics: Track and analyze in-app advertising performance, gaining insights into audience behavior and optimizing campaigns accordingly.


Social Media Mobile Ads:

May it be Facebook, Instagram, or Pinterest, these platforms offer you a captive audience waiting to be lured by your irresistible offers. Get creative, inspire, and influence shoppers with visually stunning and engaging mobile ads.


Leverage Mobile-Specific Ad Formats

Utilize the wide variety of mobile-friendly ad formats offered by social media platforms, such as:

  • In-feed ads: These ads seamlessly blend into the user's social media feed, ensuring visibility and engagement

  • Story ads: These full-screen ads appear in user Stories, offering an immersive and engaging experience

  • Interactive ads: Engage users with interactive ad formats like polls, quizzes, and shoppable videos to enhance engagement and drive conversions

  • Rewarded ads: Offer users in-app rewards or incentives in exchange for watching ads, encouraging engagement and brand recall

  • Reminder ads: Keep your audience in the know and excited about your upcoming moments - check out our post on how to Amplify Your Reach & Engagement Through Instagram's Reminder Ads

Target Based on Social Media Behavior

Tap into the power of social media data to target your ads based on users' social media behavior, such as:

  • Likes, shares, and comments: Target users who have interacted with similar products, brands, or content in the past

  • Social media groups and communities: Target users who are active in relevant social media groups or communities related to your products or services

  • Influencer partnerships: Collaborate with social media influencers who align with your brand and target audience to reach a wider audience and build credibility

Ensure your social media ads are optimized for mobile devices, considering the smaller screen size and touch-screen interactions. Use clear and concise messaging, high-quality visuals, and optimized ad formats to capture attention and enhance engagement.


By implementing these mobile-specific social media ad strategies, you can effectively capture the attention of mobile shoppers, drive conversions, and achieve your BFCM sales goals. Remember to stay agile, adapt to changing trends, and continuously refine your strategies based on data and insights.


The Significance of Mobile Landing Pages

Mobile-specific landing pages are designed specifically for viewing and interaction on mobile devices. They cater to the unique characteristics of mobile browsing, ensuring a seamless and optimized user experience. Embracing a mobile-first approach ensures your landing pages are designed specifically for smaller screens and touch-screen interactions. Prioritize clear and concise messaging, high-quality visuals, and optimized ad formats to capture attention and enhance engagement.


Ensure your landing pages are optimized for mobile devices by incorporating these essential elements:

  • Easy Navigation: Create a simple and intuitive navigation structure that allows users to quickly find the information they need

  • Optimized Page Load Times: Optimize your landing pages for fast loading times to avoid user frustration and abandonment

  • Mobile-Friendly Payment Options: Provide seamless and secure payment options that are specifically designed for mobile devices

As the digital landscape continues to shift towards mobile-first interactions, businesses that prioritize mobile-specific landing pages are well-positioned to capitalize on the vast opportunities presented by Black Friday Cyber Monday (BFCM). By embracing this data-driven approach and crafting compelling mobile landing pages, businesses can effectively reach a wider audience, drive conversions, and achieve their BFCM sales goals with greater precision and efficiency.


Location-Based Targeting

Alright, let's turn up the heat on your Black Friday campaigns. It's time to get personal with location-based targeting. Mobile location-based marketing (LBM) can be a powerful tool for businesses to reach and engage potential customers during Black Friday Cyber Monday (BFCM).


Imagine this 💭 a potential customer is strolling through a shopping mall, looking for the best deals. Suddenly, their phone buzzes with a notification, and it's your ad (kind of creepy, but whatever it's okay) telling them your store has the best Black Friday deals going on right now.


That's the power of location-based targeting in mobile advertising.


By utilizing technologies like geofencing and beacon technology, you can send personalized messages and offers to shoppers based on their physical location. Here are some effective ways to use mobile LBM for BFCM:

  1. Geofencing Campaigns: Utilize geofencing technology to create virtual perimeters around specific locations, such as retail stores, competitor locations, or popular shopping areas. When a user with your app installed enters the geofenced area, they can receive targeted push notifications or in-app messages promoting BFCM deals and offers.

  2. Proximity Marketing: Employ proximity beacons or Bluetooth Low Energy (BLE) technology to detect nearby mobile devices and deliver personalized messages or promotions based on the user's proximity to your store or product displays. This can create a more immersive and engaging shopping experience.

  3. Hyperlocal Targeting: Target users based on their precise location, such as their neighborhood, city, or ZIP code. This allows you to tailor your ads and promotions to specific local preferences and demographics, making your messaging more relevant and effective.

  4. Real-Time Offers: Utilize real-time location data to trigger personalized offers and discounts based on a user's current location and behavior. For instance, if a user is browsing for a specific product category, you could send them a real-time discount alert as they approach a store that carries that product.

  5. Retargeting Campaigns: Target users who have previously visited your website, app, or physical store with personalized ads based on their past browsing or purchase history. This can help remind potential customers of abandoned items or suggest relevant deals based on their interests.

  6. Location-Based Analytics: Gather and analyze location data to gain insights into customer behavior, such as foot traffic patterns, popular product categories in specific locations, and customer preferences based on their physical locations. This information can be used to refine your marketing strategies and optimize your BFCM campaigns.

By leveraging the power of mobile technology and location data, you can create targeted and personalized campaigns that drive foot traffic to physical stores and increase online sales.


Leveraging Mobile Analytics

Unlike general measurement strategies that treat all channels the same, mobile advertising measurement focuses on the nitty-gritty of how your ads perform on smartphones and tablets. Use mobile analytics tools to track user behavior, clicks, and conversions - this way, you can get real-time insights into what's working and what needs tweaking, allowing you to adjust your ad campaigns as needed.


For example, tracking user behavior on your mobile app or website can reveal insights into which products or offers are capturing the most attention. With this information, you can optimize your campaigns, highlight the best-sellers, and make timely adjustments to drive better results.


You can also use these tools to see how many customers are coming from your location-based ads and which ones are converting best. This way, you can optimize your campaign for maximum ROI. Mobile advertising measurement plays a pivotal role in the overall marketing strategy by providing valuable insights to make data-driven decisions that optimize your mobile marketing efforts and achieve your desired marketing goals.


TLDR;

Use mobile-specific ad formats, target customers based on geolocation, and gather data about how people use their phones - all to better understand your audience so you can market more effectively.


Nailing mobile advertising on Black Friday isn't just about surviving; it's about thriving. So make sure your ad formats are captivating, your targeting is on point, and your landing pages are mobile-friendly.


- Bluum


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