by Nick Marsh, vp for sales & publisher development (EMEA) with Mojiva
Mobile advertising has traditionally been viewed, and integrated, as a small piece of a brand’s overall advertising mix. However, a recent report from eMarketer on global mobile advertising spending points to the impact of mobile-centric advertising strategies for global brands and marketers. Mobile ad spending worldwide is predicted to top $6.43 billion in 2012. Although mobile advertising in the USA will top all other countries, Western and Eastern Europe are not too far behind with an estimated mobile ad spending of $1.3 billion and $121.1 million this year, respectively. It’s clear that mobile advertising has power. Mobile targeting, when executed in smart and relevant ways, will play an integral role in how brands and marketers grow their overall brand engagement, traffic and revenue.When it comes to mobile advertising, day-parting allows brands to segment their advertising according to a given time of the day.
For instance, targeting stay-at-home mums between the hours of 12:00 pm and 3:00 pm with mobile ads for grocery items is a good example of day-parting.
These targeted mobile ads are a smart, effective tool for brands to boost their engagement, and more importantly, drive clicks and conversions.
As with any form of advertising – be it traditional, digital or mobile – it’s important to test results, analyse and test again to see what ads are driving strong engagement, what ads aren’t performing well, and tailor your mobile strategy to deliver ROI and revenue.
We live in a mobile-centric world, where we’re always on-the-go and carry multiple devices in our hands (and bags).
As a result, we’re often driven by impulse decisions, especially when it comes to making purchases. Geo-location targeting lets brands deliver mobile ads that are geographically relevant to users.
Geo-location can be as specific as longitude and latitude, or as broad as region or city.
That’s a very powerful and important tool in a brand’s arsenal and one that can make the difference between huge surges in mobile traffic and revenue, and less than stellar results.
When it comes to brands in verticals such as entertainment, film, video games and books, context is king.
In fact, eMarketer reports here that contextually relevant mobile ads outperform online display ads.
By placing a mobile ad within relevant content on a mobile website or application, the ad then becomes more engaging and relevant to users. That is a huge win for both brands and consumers.
One of the key reasons for the growing popularity and use of smartphones and tablets is the unique set of features offered on these devices.
For example, smartphone and tablet devices are equipped with some of the most advanced technologies, such as accelerometers, cameras, longitude/latitude, GPS, payment, group messaging and screen capture.
When executed well, mobile ads that integrate these features first can greatly impact the effectiveness of a brand’s advertising, including an increase in site visits, video plays, app downloads, social influence, among other key performance indicators.
Mobile is everywhere, everyday, and it’s fast becoming the primary source of engagement for users with brands.
But knowing you want to engage users via mobile isn’t enough. Recognising and understanding the unique capabilities of mobile is vital to a successful mobile advertising campaign.
Mojiva are sponsors of the Mobile Marketing Live conference & exhibition taking place on October 1st-2nd 2012 at the Business Design Centre in London, England.
Entrance to the exhibition is free but go here to obtain your tickets for the conference. GoMobile News readers receive 25 per cent off tickets by quoting GOMO25.
Nick Marsh will discuss ‘ Targeting: The Future of Mobile Advertising’ @ Mobile Marketing Live. In this hands-on workshop, Nick Marsh will delve deeper into four essential parameters of mobile targeting, including geo-location, contextual keywords, device type and operating systems. Mojiva’s vp for sales & publisher development (EMEA), Nick Marsh, will also share how one brand produced higher click-through rates, conversions and video plays – all thanks to mobile targeting.