Creating mobile display campaigns can be time consuming, but it’s not as daunting a platform as you may think.
Mobile display campaigns don’t require any special formula and often don’t need to be built too differently from standard display campaign.
Mobile display is now the strongest growing digital inventory source available, according to ClickZ. If you’re not already doing it, the time for a mobile display strategy is now!
What you need to know
Mobile inventory spans two types of ad space, in-app and mobile Web. In-app targeting allows for ads to be shown within applications and targeting can be done based on app description or by choosing specific apps to advertise within. Mobile Web targeting reaches users on mobile sites.
Regardless of which type you choose, make sure you choose a mobile-friendly website as your landing page! The last thing you want to do is send someone to a clunky, slow loading website with too many tabs to click before the user sees any vital information.
Ensuring you have the correct sizes and file types for mobile display is crucial. Default mobile sizes are: 320×50, 300×250, and 336×280. If you’re running on tablet devices as well, 728×90 and 468×60 are key sizes to create.
How are your mobile ads working? Share your comments below!
TechCrunch recently announced Google’s plans to offer targeted app install ads on mobile search and YouTube, something recently accomplished by Facebook, Yahoo and Twitter. Businesses that want to promote these app installs across the AdMob network are able to target consumers based on data Google already has on file, like what apps they use, how often they use them and what purchases they’ve made.
If a person regularly uses an app to track their daily exercise, they might see an ad for app to track their diet, according to the TechCrunch example. Marketers can target their audience using analytics and keyword suggestions from Google Play.
Google is also expanding this new app to integrate deep linking with AdWords, allowing businesses to buy advertisements that, when clicked, will redirect users directly inside their already-downloaded and installed mobile apps.
Google’s initial introduction included participation from Allthecooks, AllTrails, Beautylish, Etsy, Expedia, Flixster, Healthtap, IMDb, Moviefone, Newegg, OpenTable, and Trulia.
Earlier this month, Google announced that 24 more apps had integrated this deep linking technology, including Huffington Post, Merriam-Webster, Pinterest, Realtor.com, Tumblr, Urbanspoon, Zappos, Zillow and many other big players.
Prior to this, publishers could promote their ads on Google search, where consumers were pointed to their app store landing page; now marketers can narrowly target these ads, which is great news.
Believe it or not, QR codes were first created about twenty years ago; however, it is only recently that they started being used for business. These codes have become hard to ignore since they are found almost everywhere you look (even on places that don’t make sense, like billboards and websites!).
Despite the fact that more than half of the world’s population uses smartphones and other smart devices, it’s hard to believe that only about 15% of smart device owners use their devices to scan QR codes. What does this mean?
QR codes ARE on the decline – but not for the reasons you may think.
QR codes have great potential, but have not found their place in the marketing world as of yet. Why?
They are being used incorrectly
Like social media, some businesses try to flood the market with QR codes without having a strategy behind their efforts. In order for QR codes to work effectively and for them to be adopted as a mainstream marketing strategy, they need to be used in the right ways. Businesses need to focus on what they want the QR code to link their audience to. It should point to helpful and mobile friendly content.
Users don’t understand the benefits
While QR codes look like simple concepts, most smartphone owners do not know how to use them. It is important for business owners who use QR codes to take the time to create a compelling “why” – what’s in it for the user when they scan your code?
QR codes ARE still relevant, but they are simply not being used as they should.
What do you think? Could QR codes be the next big thing if they are “done right?” Share by commenting below!
Even pre-recorded television has gotten in on the act. Viewers are encouraged to use Twitter to vote for their favorites, or Shazam commercials for supplemental information.
Shazam recognizes music and media playing around you. Tap the Shazam button to instantly tag, and then explore, buy, share and comment. Tagging is unlimited, so use Shazam as much as you want.
Everyone I know today has a device in hand while watching television. In fact for many, their phone or tablet is their first screen; for some others, a mobile device might be the only screen.
Does the idea of cross-screen media plans disappear when trying to reach this demographic? Perhaps not – we just need to adjust the two-screen strategy to cater toward those who are mobile-centric.
Even with a growing portion of the population falling into the mobile-first category, it’s important for brands to still have a way to reach these consumers with large-format video in addition to mobile application.
Large format doesn’t have to mean their home TV screens!
Location-based video – those screens in offices, gyms, gas stations and malls – provide a platform to serve this large-format video to the mobile-first audience.
Imagine how powerful it would be for brands to target their audiences on mobile in combination with location-based video.
According to Mobile Commerce Daily, this mobile-first audience is by definition not sitting at home watching TV. Instead, they are out and about: consumers on the go.
For this audience, you can take the data they generate while mobile and use it to immediately customize the collective experience – not on television, where it is difficult, if not impossible, to make real-time changes of this sort – but rather on location-based video screens reaching those same consumers while on the go.
Do you use location-based strategies when reaching your mobile audience?
According to PRNewswire and the PulteGroup, Millennials continue to show a strong interest in purchasing a home. For renters ages 18-34 with an income of more than $50,000, 65 percent indicated their intention to buy has significantly increased in the past year.
The catch? Most Millennials aren’t moving into their first home on their own. Ideally, 76 percent said they plan to live with a spouse or significant other, and if not coupled they anticipate having a roommate, which could mean a friend, parent, in-law, grandparent or sibling living with them.
Even after witnessing the housing boom and bust, Millennials still view a home as an investment. Their number one reason for buying or the desire to buy is to build equity; the second reason is being tired of apartment living.
What do Millennials Want in a Home?
Today’s buyers want a lot of value in a home and for it to make efficient use of every space. The single most important home feature to a Millennial buyer is the floor plan layout. In fact, an overwhelming 69 percent want an open/layout space in the kitchen and family rooms for entertaining family and friends.
According to PulteGroup’s internal buyer surveys, Millennials found the following aspects in a new home as extremely important/very important:
The Best Way to Reach Them
The Internet is the primary source of information for home shoppers today – more than 90 percent of plugged in Millennials research their home search online. They really do their homework and use several resources to make such an important decision.
PulteGroup uses a variety of ways to reach them, from mobile apps to chat rooms to visiting model homes and designing homes online. They have successfully provided a variety of ways for Millennials to get the information they want, when they want and any way they want.
How do you reach this valuable market? Share by commenting below!
According to Clickz.com, a recent study by Initiative (a media agency) revealed that voucher codes, QR codes, and brand mobile websites drive the most engagement from consumers compared to mobile banner ads.
It clearly shows that activities that can only happen on mobile yield the most engagement in click-throughs, downloads, and interactions.
The more consumers browse on mobile, the more they shop from the device, the research claims.
52 percent of smartphone shopping is done while consumers are relaxing at home, typically in the evening. Conversely, almost half of all research and price comparison happens in-store with QR codes, comparison sites, and coupon/voucher sites increasingly accessed via smartphones.
Digital social behaviors such as instant messaging and social networking are consistently migrating from laptops to smartphones. Users spend 58 percent of their time connecting digitally to other people via their smartphones compared to desktops.
For retailers, the study showed 25 percent of consumers regularly post updates or comments on what they’re buying and 26 percent will regularly take a picture to share with friends.
No wonder this audience is best engaged through conversation than standard banner ads!
Yes… they really do. And they’re on the web a lot more than we realize.
According to eMarketer, the internet has become a way of life for baby boomers and seniors in the US. The poll defined baby boomers as those ages 45 to 65 and seniors as those ages 65 or older and found that boomers spent more time on the web than with any other media channel, including TV. And for seniors, time spent watching TV exceeded time spent online by just 30 minutes.
Boomers and seniors rely heavily on the internet to for news and weather, and 57% of respondents said they headed online to get information related to shopping. A surprising 45% were in search of coupons, daily deals or other discounts.
Smartphone and tablet use among seniors and boomers naturally isn’t quite as high as the younger generation, but those who are on smart devices are also using them for a range of activities. This demographic views a search on a smart device as an early step in the path to purchase.
eMarketer projects that the percentage of US boomers on the mobile web will surpass 50% this year, hitting 28.8 million.
Are you including mobile and web advertising in your marketing plan when you target Boomers and seniors? Share your thoughts by commenting below!
Consumer brands have it easy, using specific campaigns to collect likes, create conversation, and distribute coupons. Meanwhile, B2B marketers have more sophisticated needs and no technology to help deliver.
For B2B social strategies, having people follow you is not enough. Lucky, there are finally new approaches available to B2B marketers to creatively run their social campaigns with success.
The first step to social success in the B2B environment is mindset. You must get past the B2C way of thinking from single-shot campaigns to ongoing engagements.
It’s not as simple as offering a coupon or discount. You need to continue the conversation in order to nurture your leads, which can’t happen in the span of a single 90-day campaign. Instead, strategize a series of nested engagements to give the prospect time to warm to your solution and gives you time to leverage all that user data you’re collecting.
You also shouldn’t plan to be on a single network like Facebook or Twitter. Your prospects are social everywhere on the Web, and your social campaigns must behave in the same way. Yes, this includes mobile. You must realize that people are interacting in all ways on their smartphones – and you need to include it in your campaign, and do it well to boot.
Poor mobile experiences cause drop-off no matter what, but business prospects will be even more unforgiving if your campaign isn’t mobile-friendly.
How about giveaways and incentives?
Coupon giveaways and product deals don’t work as well in B2B campaigns, as the experience is less immediate. Since buying comes much later in B2B sales cycles, the giveaway should be small chunks of relevant information. This way you are establishing yourself as an expert and leader, so when they are ready to make a decision they immediately know who to turn to.
Are you using these types of steps in your business to foster new business leads with social media? Share your experience in the comments below!
Brand campaigns using techniques such as targeting based on location-specific consumer behaviors increased to 58%, up from 27%. Oddly, the proportion of campaigns relying on geotargeting — including zip codes, cities and DMAs—fell from 64% to 40%.
The use of image branding methods only (letting an ad have run of site) has fallen to 2%.
What does this mean?
Advertisers are increasingly attempting to target mobile audiences based more closely on their exact location rather than just a zip code. An example would be having ads click through to a landing page that is specific to the nearest location as well as options to save a coupon presented, get the address, phone number and map and directions.
Market awareness display ads are less effective in driving immediate online or offline actions.
Businesses that get the best results from this precise targeting are restaurants, telecommunications and insurance companies. Auto, retail and health and beauty stores also receive great results.
How do you use this new precise targeting for your clients? What have your results been? Share by commenting below or posting on our Facebook page!