Mobile advertising is officially ubiquitous. Of the 5-plus hours a day the average user spends online, the majority of that time is on a mobile device. Do you take this into consideration when putting together your media plans? If you’re not familiar with mobile ad offerings, it can seem overwhelming. With options including in-app ads, SMS, display, video, location targeting and more, where do you start? That depends on your product or service and, of course, your goals. But you have to start somewhere, so let’s look at three popular mobile advertising tactics.
Utilizing mobile location data creates an opportunity to reach people in places where they are, or have been with unnerving accuracy. For example, let’s say your store is having grand opening event and you want to drive foot traffic. This is the perfect opportunity for geo-fencing specific areas. Geo-fencing allows you to target users within a specific radius of your location. By combining third-party research with GPS location or IP address data, you can reach likely customers while they are nearby.
Eighty-nine percent of time spent on mobile is in-app. With a little interruption, you can put your message in front of these audiences while they use their favorite one. This is especially effective for, say, a financial product looking for people with a strong interest in financial news. Targeting users of Forbes, Money, Fortune and other content apps related to business/investments could be a great place to introduce your brand or re-target current customers.
Simply put, this includes ads that run on a mobile web page – banners, native content and video. Ads for mobile web can be contextually or behaviorally targeted, which is great for branding and driving tracking for DM.
No matter which tactics you choose, mobile inventory can be purchased directly from the publisher, through a mobile ad network or exchange, or via a Demand-Side Platform (DSP). A DSP is a system that allows digital advertising buyers to manage multiple ad and data exchange accounts through one platform.The advantage of using a DSP is that you get to know exactly where your impression is appearing, and which publisher provided the most effective traffic. You also have the ability of device specific and user specific targeting.
Make sure your marketing team is taking advantage of all that mobile has to offer. If you are unsure, start by asking these questions:
How are we using mobile to target our customers?
How can we utilize our CRM data to reach customers via mobile?
How can we optimize our creative for the mobile experience?
Of course, it goes without saying, that before you embark on a mobile effort, make certain that your site offers a worthy mobile experience. Nobody wants to deal with a miniature version of a desktop site. That’s so 2012.