This post is part of a series about how startups can use games to engage their target customers on mobile. We publish a new post in the series every Wednesday, so stay tuned.
We’ve already written a few posts about why you should use ad games in your mobile strategy, which types of games you should use and where to use them. Today, we’re going to go into a bit more detail on the last question. Because if you want to engage your target customers on mobile, it’s not enough to just build a game – you need to get the game in front of them.
The simplest, cheapest way to put your ad game out into the world is by adding a link to your business’ website or newsletter. Of course, this will limit your game’s reach to people who’re already connected to you. If you want to extend beyond that, you’ll need to run a paid marketing campaign that links to your game. When a user sees your ad and clicks on it, they’ll be forwarded to the game.
Once you decide to go down this route, the first step is deciding which channel to use. There are countless options, but they can generally be broken down into two categories – mobile web and in-app.
Mobile web ads are effectively banners on web pages that consumers view inside a mobile web browser. These types of ads are also often referred to as “mobile display”. There are a lot of concerns in the marketing industry about the future of mobile display ads, particularly given the rise of ad blocking and Apple’s decision to enable ad blocking in iOS9. This, coupled with the fact that they’re slightly more complex to implement, means we generally don’t recommend mobile display ads for inexperienced marketers who’re just starting out. If you’re interested in learning more, though, Google’s DoubleClick is one of the most popular options for running mobile display campaigns.
In-app ads are exactly what they sound like – ads that run inside apps. Because in-app ads are under less threat from ad blocking than mobile web ads, the marketing industry is more optimistic about their future.
Facebook ads are a special type of in-app ad. At the moment, they’re one of the popular forms of mobile advertising, accounting for nearly 20% of total mobile ad spending. And unlike the market leader, Google, Facebook’s mobile advertising market share is expected to grow steadily over the next three years. The fact that your target customers spend much of their time on mobile within the Facebook app, combined with the company’s robust targeting options and smooth ad experience, means that Facebook is the perfect channel to run your ad game campaign.
However, it’s important to note that other channels, such as Twitter, Instagram or LinkedIn, are also viable options. In the end, it depends on your target audience and campaign goals. For example, if you’re selling a productivity tool designed for business customers, LinkedIn might make more sense than Facebook.
Next week, we’ll go into the details of how to design and launch your ad game campaign on Facebook.