How to be successful in mobile advertising (us) by RoddSL

QUANTCAST

HOW TO BE SUCCESSFUL IN MOBILE ADVERTISING

TABLE OF CONTENTS

Over the last decade, Mobile has driven an unprecedented behavioral and cultural shift, providing utility, information and connectivity at our fingertips. Mobile is increasingly becoming the main screen accessed throughout the day, and Mobile marketing, in turn, has developed into a sophisticated, personalized marketing channel to reach Mobile consumers. In this paper, we explore the Mobile landscape and identify opportunities and solutions for advertisers.

2 KEY MOBILE TRENDS 3 WHAT DOES THIS MEAN FOR YOU? 4 MOBILE ADVERTISING OPTIONS 5 MOBILE MARKETING MYTHS BUSTED 6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST

KEY MOBILE TRENDS OVER 60% of the US population are smartphone users.

Additionally, tablet usage grew 11.3% over

the last year to become 45% of the total US population.

» » Mobile penetration is growing. As the majority of the US population is connected, Mobile offers significant reach and opportunities for advertisers.

194 MINUTES A DAY , on average, people spend on their Mobile device(s) (smartphone and tablet), compared to only 103 minutes a day on their PCs.2

» » A greater proportion of digital consumption is on Mobile. Mobile offers more touchpoints to connect with your consumer.

77% OF TABLET OWNERS use them as a so-called “second screen” while watching TV.

» » Mobile is taking attention away from TV. To connect with your audience, you need to have a Mobile presence.

$53 BILLION in retail sales in the US are expected to come from Mobile by the end of this year.

» » Mobile has become a significant sales channel. People are converting on Mobile and more of your customers will be coming from this channel in the future.

However...

ONLY 7% of total digital ad spending in the US is on Mobile, despite the fact that Americans spend the majority of their digital time on their Mobile devices.5 Marketers have been slow to adopt Mobile due to challenges in the Mobile ecosystem, including different operating systems, publishers, inventory and lack of ad performance metrics.

» » Mobile advertising is now becoming more accessible. As ad marketplaces and new players have entered the Mobile space, these challenges are being addressed, providing new opportunities for marketers.

“Mobile Majority: US Smartphone Ownership Tops 60%.” Forrester, June 6, 2013. Web.

“Internet Trends 2014.” Kleiner Perkins Caufield Byers, May 28, 2014. Web.

“Tablets Challenge PCs as Leading Digital Video Channel in the US.” eMarketer, May 1, 2014. Web.

“Holiday Shopping 2014: Online Trends and Forecast.” eMarketer. Web.

“Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer, Apr. 22, 2014. Web.

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WHAT DOES THIS MEAN FOR YOU? Don’t miss the additional touchpoints along the consumer’s path to purchase that the always-on nature of Mobile offers. Traditional online and offline advertising campaigns can fail to reach consumers at some of the most important points, such as reaching consumers while they’re in stores shopping, to encourage conversion. Additionally, as consumers are spending more than a quarter of their time exclusively on Mobile,6 you risk missing potential customers whose primary media consumption is on Mobile.

As Mobile technology has progressed, advanced targeting solutions have become available to provide streamlined solutions to get your message in front of the most relevant audiences. Data-driven real-time bidding has opened up a new level of personalization and relevance for marketers to readily identify and reach the right audience with the right message across web, apps and devices.

Mobile targeting that incorporates location and environmental cues can hypertarget marketing messages to offer that immediate information. Mobile technology can reach consumers in a specific location—delivering a contextually relevant discount for a store that’s just a block away can be the push a consumer needs to make a purchase. Mobile also reaches consumers on-the-go, opening up the opportunity to connect with them at the very instant that they are searching for your product or service.

“Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer.

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“MOBILE ALSO REACHES CONSUMERS ON-THE-GO, OPENING UP THE OPPORTUNITY TO CONNECT WITH THEM AT THE VERY INSTANT THAT THEY ARE SEARCHING FOR YOUR PRODUCT OR SERVICE.”

MOBILE ADVERTISING OPTIONS The most common types of Mobile ads are Mobile banners, which appear at the top or bottom of a web page, and Mobile search advertisements in search results. Web banners include standard IAB sizes, Mobile-specific sizes and full-screen interstitials between pages. Banner ads can be especially effective when targeting consumers by their browsing histories. Interstitials, on the other hand, offer high engagement due to their high visual impact, as they usually appear for a couple of seconds before taking the consumer to a desired page. More engaging formats, such as rich media and video, have grown more popular in the last year. Digital video ad inventory tripled in the last year, as people are spending more time watching videos online.7 And according to eMarketer, rich media ads (incorporating Flash or HTML5 technology) see far higher engagement rates, likely due to their high-impact, visually appealing formats.8

YOUR AD HERE

Should I advertise on a Mobile website or an app? There are a lot of opportunities for advertising in both Mobile web and apps, and both channels support all types of Mobile ads, ranging from banners to video. Mobile web is efficient, scales well, and there is no need for download. Mobile apps, on the other hand, are engaging and work especially well with video and rich media advertisements. While studies show that more time on Mobile is spent in apps, people continuously switch between apps and web. When exploring content in apps, oftentimes links in apps take you to Mobile web. To maximize reach and engagement throughout the purchase funnel, it is important to incorporate both Mobile web and app in your campaign while taking into account campaign goals and the synergies between the two channels.

Loechner, Jack. “Mobile Video Advertising Still the Hot Ticket.” MediaPost, Oct. 29, 2014. Web.

“Consumers Get Engaged with Rich Media.” eMarketer, Oct. 23, 2014. Web.

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MOBILE MARKETING MYTHS BUSTED Despite Mobile’s growth, there are some persistent misconceptions surrounding Mobile. Let’s bust these myths one by one:

“Mobile advertising is not effective.”

FALSE! Mobile is a great way to engage with consumers. Consumers use Mobile for everything from checking the news to tracking their fitness to researching a dinner spot, and this provides opportunities to connect and engage them with relevant messages. Consequently, ads on tablets deliver similar direct response (DR) performance to desktops, and can even reach a click-through rate (CTR) four times higher than desktops.

“There is not much inventory in Mobile.”

FALSE! Over a third of inventory on all of the major ad exchanges is now Mobile web and app inventory.9 As time on Mobile continues to increase, Mobile inventory will continue to grow as well.

“There are no cookies in Mobile real-time bidding.”

FALSE! Although Apple’s Safari web browser blocks third-party cookies by default, iOS users can still manually accept a third-party cookie and are automatically accepting cookies during any in-app browser time. Android, BlackBerry and Windows Phone devices all accept third-party cookies, and this accounts for 85% of Mobile users.10 Additionally, real-time bidding for apps does not rely on cookies, so the presence of cookies does not affect the app advertising effectiveness.

9 10

Quantcast Internal Data. 2014. Smith, Julian. “Is it time to redress the balance between Android and iOS in mobile ad targeting?” The Drum, Oct 20, 2014. Web.

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SUCCESSFUL MOBILE CAMPAIGN CHECKLIST To ensure the success of your Mobile campaign, here are a few helpful tips: √√ Integrate Mobile into your overall campaign strategy Consistent messaging across channels is important to reinforce the overall campaign objectives. While your Mobile campaign should be consistent with your overall campaign, it should also be tailored according to the Mobile user. Since Mobile usage is different from desktop, it is important to understand how Mobile fits into your customer’s path to purchase and tailor your messages accordingly.

√√ Develop creative and messaging that enhances the experience of Mobile users Creative assets for Mobile are often repurposed from desktop. However, Mobile’s smaller screen size, various page formats and different consumer behavior require a separate ad experience. Consumers turn to Mobile for utility and simplicity, and the overall experience (in both design and messaging) must be relevant and integrated, focusing on the utility that consumers expect from Mobile.

√√ Optimize your website for Mobile Once a consumer interacts with your ad, the experience doesn’t stop there. Make sure that you are driving consumers to a Mobile optimized website that provides a seamless user experience where they can find the information and products that they are looking for and convert.

√√ Define and target the right audience Reaching the right audience improves campaign performance and efficiency. Work with media partners with proven data and modeling capabilities who can identify and deliver the right ad to the right audience at scale.

√√ Set clear goals and metrics Identify your campaign goals and measures of success. Continue to evaluate and optimize your campaign based on what is and isn’t working. Use insights about your audience to guide your strategy. The Mobile landscape is constantly changing, and a test and learn approach will ensure success.

As Mobile grows, the Mobile web and app experience will continue to improve. Mobile ad formats will evolve to be more effective and integrated into the Mobile experience, making it ever more important to use Mobile in your strategy to drive business growth.

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