How to Target Smartphone Users Using Ads 101

BY Rachel Cagle
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How long has it been since the last time you looked at your smartphone? If your answer wasn’t within the last hour or so, you were probably tempted to pick it up immediately. (Or did you actually take a break from reading to check it?) According to an article highlighting data from GWI, 38.3% of American consumers check their phones every few minutes. That’s right. Minutes. So, it’s shocking that some businesses are still hesitant when it comes to mobile ads. But maybe it’s just because they want to know what types of ads they should be using to target smartphone users.

How to Target Smartphone Users

Sponsored Search Results

According to GWI data, 39.1% of U.S. consumers would rather do online research using their smartphone than a computer. So, it should be obvious that a great way to target smartphone users is with sponsored search results. According to AudienceSCAN on AdMall by SalesFuel, last year, 49.8% of Smartphone Users took action after seeing sponsored search results.

While smartphone users can look up anything they want on their phones, they are know for conducting a certain type of search. Consumers are constantly using their smartphones while on the go to locate products and services that are nearby. So, not only is it important for businesses that target smartphone users to improve their SEO with keywords related to their business, they should also incorporate keywords that are related to, “Near me,” and the area they are located in. 19.6% of smartphone users never go past the first page of search results. So, it’s important that your client ranks high on the list.

Online Video Ads

Smartphone users are also always using their devices to take little breaks from their day-​to-​day routines or to pass the time. Many do so by watching online videos. According to GWI, within the last week, 40.2% of U.S. consumers have watched at least one entire online video ad. Not only that, according to AudienceSCAN, within the last year, 32.9% of Smartphone Users have taken action after seeing pre-​roll video ads. However, 47.6% of these consumers get annoyed with pre-​roll video ads are longer than the video they’re trying to watch. So, you need to tailor your client’s video ads to be short yet still effective. That’s the key to targeting smartphone users with video ads.

Audio Ads

Don’t forget to target smartphone users with audio-​based ads. U.S. consumers spend quite a bit of time listening to streamed music and the radio via their devices. This usage is especially prevalent while driving, running at the gym, etc. Make your client’s mobile audio ads even more effective by buying ad placements during peak rush hour times. And don’t forget that podcasts are also continuously rising in popularity.

Social Media

And who could leave out the top way to kill time on a smartphone? According to AudienceSCAN, Smartphone Users are active on social media platforms such as:

  • Facebook: 79.4%
  • YouTube: 60.3%
  • Instagram: 48%
  • Twitter: 33.4%

So, if you want to target smartphone users for your clients using social media, make sure they’re mobile compatible.

Check out your client’s target audience’s profile on AudienceSCAN to learn more about how you can target smartphone users with mobile ads.