Mobile banners

Pros:
A mobile banner campaign can be built around the post-click experience of the banner. The user does not need to be driven to a mobile site. This is a huge benefit as many users are still hesitant to use mobile devices for browsing too much due to slow upload times, media rich pages taking forever to load, and pages being difficult to navigate with small keyboards, etc. A mobile banner eliminates a lot of these issues for the consumer.

Mobile banners can help increase brand awareness. They are banners that are going to show up on browser screens, or the top of mobile landing pages, which means that people not searching for you will still get some exposure to what you have to offer. This is great for brand awareness.

Mobile banners can result in increased traffic as well as increased engagement. They offer the chance to gain information, get coupon codes, as well as a host of other things, which means more people are clicking through them, and enjoying whatever it is that they are advertising.

Cons:
There is no standardization of various ad sizes, making it difficult to create banners that work for mobile marketing across the board. Banners or ads may need to be created for a number of devices ranging in sizes. Different banners may be necessary for the various browsers on mobile devices, as well as the various mobile devices as well, from the Apple products to the Android, and of course, Blackberry.

Another disadvantage to mobile banners is that of difficulty with metrics. Third party tracking technologies are in the developing stages, and are not completely accurate. Thus, you may not be able to accurately assess the results of your mobile banner.

Mobile banners require more upfront work, this is due in part to the fact that they often have to be customized for the browser and device that the user is using, but also because they have to be crafted to reflect your marketing plan and company accurately.

Like any other form of marketing, there are both pros and cons to using mobile banners. Mobile marketing is not as large yet as online marketing, but the trends show that mobile use of data, browsing, and applications is on the rise, which means that putting in the work now and learning how to use mobile banners can really pay off in the long run.

So, in summary, while they can be difficult to put together and require more upfront work and resources, they can be used in several ways to meet marketing campaign objectives, build brand awareness, increase traffic, and promote engagement. Thus, the consensus among mobile marketers is that they are a lot of work, but they are worth it.