by anton | Jan 23, 2015 |
By now you probably know that Mobile Advertising and marketing are becoming a trend. But knowing the why and how will help you to better understand just how important it is to be part of this shift. The more people get, the more they want – that is the main driving force behind mobile marketing. We started off with wired phones, then we got cellphones, and every time a new cellphone hit the market it was able to do a little more (and look much better) than it’s predecessor. As we get more functionality from our phones, we also expect more things to happen on it – especially on the consumer front. Can you remember a time hen we didn’t have social media? It wasn’t so long ago, yes, but now both consumers and brands can’t live without it. Think about it: how many people can your brand reach via Facebook than it could when Facebook didn’t exist? But, just like with anything new, some brands are still skeptical about the power of Mobile Advertising and marketing. In fact, some of them are still reluctant about embracing social media, and you can be sure they are feeling the loss in their bottom-line. Kids get it, so why don’t we? As Steve Gardner said at 2014 DMX conference, you can see how kids understand the progression of mobile in the way they expect even a television screen to have a swipe functionality, because that is how their phones work. But it doesn’t stop there. Brands also need to understand how to lure and keep their customers through Mobile Advertising and...
by anton | Jan 19, 2015 |
Mobile Advertising has a language of its own, just like any other specialised field. Not sure what all those strange words mean? Have a look at our list. IDFA (identifier for advertisers): In layman’s terms, this is a way for advertisers to gain insight into user behaviour. You can see what the user is viewing so you can make your ads more targeted. It doesn’t allow you to gather any personal or identifying info about the user. RTB: (real time bidding): It is a method that a company can use to pay their advertising network for their services. Say you chose to pay the network for every impression (CPI) the value of this cost is determined through a bidding process. The advertiser who places the highest bid will have their ad displayed on the website. Invoke URLs: Usually an ordinary URL in a Mobile Advertisement will take the user to the company’s website or mobile application. But what if the user wants to go to a specific page deeper in the website? Then this would be annoying, right? Not if you use an Invoke URL. Such a URL will help the user to skip unnecessary pages so they can end up where they really want to be. Invoke URLs are so smart that they can take a user who has already installed your app to a page deeper in your app, while (the same URL) will direct a user who hasn’t installed your app to the installation page first. SSP (supply-side platform): A system that helps the mobile advertising network to better manage and sell their inventory to advertisers....
by anton | Jan 16, 2015 |
It doesn’t matter if you are new to the world of Mobile Advertising or have been playing the game for a while, sooner or later you will come across acronyms that will leave you scratching your head. Not to worry, we will help you navigate the most important ones! PPC (pay per click): You pay a fee to the ad network every time a user clicks on your ad. This way you don’t end up paying for ads that aren’t getting any attention. CPC (cost per click): The actual amount you pay the ad network for each click. Depending on the network you have chosen, the CPC is usually determined through a bidding process or a unique formula. CPI (cost per impression): You pay a fee each time your ad is displayed on a user’s phone. CPD (cost per download): You pay a Mobile Advertising fee every time a user downloads your application. Sometimes users will download an app but never install it. In this case, you have another CPI option (this one is called cost per install) where you only pay if the app was actually installed on a device. CPV (cost per view): As you might have guessed, this is mostly applicable to videos where you only pay each time a user watches your video. CTR (click through rate): This is an important one because it will help you to determine the effectiveness of your PPC campaign. It is a formula that ads the number of ad clicks and divides them by the number of impressions. In other words, it can tell you how many times your...
by anton | Jan 14, 2015 |
What will 2015 hold for Mobile Advertising and marketing? One thing we know for sure is that the mobile approach will be receiving more attention in the boardroom. What other trends can be expected? Video and display ads This year might likely signal the start for mobile video and display ads to eventually take over television ads. Research shows that mobile users already spend most of their time watching videos. Last year, YouTube saw a 15% growth in mobile views – it now stands at about 40%. Should this growth continue, more than half of all viewers will come from mobile by 2016. In fact, the research group Magna Global predicts that Mobile Advertising spend will take over television ad spend by 2019. The mobile customer journey Not only advertisers but also designers will be turning their attention towards accommodating the mobile user. Emails and ads will be designed to be more responsive, websites will be mobile-friendly from start-up and more mobile content will be shared. Brands will be looking for better and smarter ways to get their message across while making it a pleasant experience for the mobile user. Multiple marketing channels While a “mobile first” approach sounds cool, clever marketers will realize that their audience still holds the key to successful marketing. Instead of putting a laser focus on Mobile Advertising alone, brands will make use of multiple marketing channels to get their message across. After all, not every single person in the world owns a Smartphone, yet. Until that happens, making use of multiple marketing channels is the best approach. Mobile Marketing platforms Mobile Marketing platforms...
by anton | Jan 12, 2015 |
Mobile Advertising is about more than just cool images or occupying a kickass space online. It has to offer the consumer a reason to take action and turn into a loyal customer. How can you accomplish this? Start with one offer Decide what you want to offer your mobile audience. It could be anything from a discount on a product to a membership subscription, the arrival of new stock or directions to your website. Whatever you choose, start out with one offer (e.g. “We have new jackets in stock. Order yours now”). Having only one offer will help you to nurture your Mobile Advertisement and make adjustments along the way. Maybe your customers aren’t that interested in your jackets and would rather hear about the shoes you have on sale. But you won’t know this if you have multiple offers in your ad. A single offer will help you to effortlessly monitor your ad and gauge consumers’ reaction to it. Multiple offers can be distracting and get confusing – for you and your potential customers. Juggling a number of offers at once could lead to advertisements that aren’t well thought out. It is better to have one offer that is a success rather than four that don’t deliver results. Always have a strong call to action The call to action in your Mobile Advertising tells consumers what you want them to do. (E.g. click here for more info/ place your order/ visit our website.) The stronger the call, the more likely consumers will feel compelled to follow it. Elements of a good call to action are: It creates a...
