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Mobile advertising

The smartphone commercial promotion, or mobile advertising in English, is an operational marketing tool of modern communication. It is based on the use of smartphone communication technology and mobile devices to deliver advertising messages. It is not limited to individual actions or services, but includes the general concept of campaign-oriented communication, from advertising messages to direct dialogue with the customer on the smartphone device.

Types of Mobile Advertising

  • Banner campaigns: A banner that is linked to the advertiser's web page appears on the web page being viewed. By clicking on the banner, the user will go directly to the respective online offer.
  • Interstitials: Consists of a full page ad that appears before the desired web page. After a certain time, or by clicking on a link, users will be redirected to the desired page.
  • SMS advertising: The commercial promotion by SMS can only be used with permission. An advertiser sends relevant commercial promotion via SMS, such as the commercial promotion of a smartphone radio subscription.


Advertisers have various communication channels to determine contact with customers when designing a smartphone commercial promotion campaign. These include smartphone internet, mobile apps, smartphone messaging and smartphone video or TV. At the same time, multimedia content or apps can be delivered to potential customers via traditional SMS / MMS advertisements. A large number of smartphone commercial promotion formats are now available due to the technological advancement of mobile devices. Smartphone Internet also increases the use of commercial promotion of mobile banners.

Advantages and disadvantages

If used correctly, smartphone business promotion can be a solid marketing tool. Opposite case, may damage the image of the advertising company or constitute a bad investment. To use this medium successfully, a knowledge of technology is required, as well as a high sensitivity in dealing with the client.


At this time, smartphones or tablets are personal posts that are used constantly. Therefore, advertisers expect high accessibility from almost anywhere and at any time. Due to personalization, the expense (sometimes wasteful) in the smartphone commercial promotion is relatively small, since any potential customer receives a commercial promotion that is tailored to their customer profile. The extra spend is generated when users constantly receive ads from an advertising campaign that they are not part of the target group.

Another advantage is the opportunity for uninterrupted media interaction. This means that an interested end user can get more information about an advertised product or can request to participate in a contest or survey, without ever having to put down their device. At the same time, smartphone business promotion is a profitable form of direct marketing. Its success is evidenced by a relatively high response rate of 10 to 20 percent. In contrast, advertising media such as letters, emails, or print advertisements are significantly lower.


Since mobile devices have personal value for the user in connection with high accessibility, unwanted advertising messages are much more disruptive than in other distribution channels. After all, users cannot ignore them.

Even though mobile phones and tablets now have a high technological level, there are restrictions on the design of advertising messages, due to the limited user interface. For example, images cannot be too large or texts too long due to the small size of the device.

Important factors

Smartphone commercial promotion is today in a complex stage of development, which is influenced by a variety of processes. Current mobile technologies, market trends and consumer behavior must be taken into account when implementing smartphone business promotion concepts. The five most important factors advertisers should pay attention to are:

1. You must be able to offer your customers added value. This means that the product or service must provide the customer with an additional benefit.

2. A company must develop standards and basic concepts in smartphone business promotion to be successful.

3. Smartphone marketing or commercial promotion must adapt to the existing marketing mix and be integrated.

4. To keep the extra cost low and sell a product or service successfully, consumer confidence must be determined.

5. The lack of measurability of the effectiveness of trade promotion remains an obstacle. For this reason, it is essential to gain the trust of companies looking to do business promotion, for example by offering case studies.


Web operators who use smartphone trade promotion correctly and pay attention to content and context can significantly increase their sales. According to the "Mobile Advertising Survey 2012", a third of all respondents have visited the website of the advertising brand at least once. More than 20% directly clicked on the ad. For the 14%, the smartphone commercial promotion led to the purchase of the product[1]. At the same time, there has been a steady growth in mobile phone browsing, creating a growing number of potential customers.