It is no longer news that Google Adsense, a leading advertising network, has launched its ads service targeted at mobile devices to Nigeria based publishers. What is however news is the low adoption of mobile advertising by Nigerian advertisers, going by the mostly foreign and irrelevant ads served by the Google Adsense Mobile so far.
Google Adsense Mobile displays Ads when a webpage is accessed via a mobile device. It is optimised for mobile devices and takes advantage of their personal nature.
Mobile devices are the leading devices used by Nigerians to access the internet, that is why it is suprising that most Nigerian advertisers are yet to start experimenting with mobile ads. For example, over 50% of visitors to this site access it via Opera Mini, a mobile browser. So by targeting only computer users, advertisers are losing more than 50% of their potential audience.
Advertisers may be ignoring mobile platforms because they are still living in the past, hanging-on to the pre-2010 sentiments about mobile advertising, but the truth is that a lot has changed since 2009. Mobile advertising technology has greatly improved and advertisers are beginning to experiment with it and are getting good result.
Advertising to mobile users comes with a number of advantages, which all revolves round the personal nature of mobile devices. For example, Google Adwords has a click to call feature, which enables advertisers add a clickable phone number on their Ads, making it easy for mobile users to initiate a call be just clicking the number.
According to Google, mobile search ads with clickable phone numbers achieve 6-8% higher average click-through rates. Google Adwords also takes advantage of features like location sensing.
If you want to learn more about mobile advertising as it relates to Google Adwords, read the resource at the end of this article. Learn, read case studies, and start experimenting with mobile advertising.