The evolving mobile advertising marketplace today can be a tough environment for brands. Mobile devices are taking the lead, increasingly changing consumer behavior and making users more demanding. As consumers use several different devices on a daily basis, their behavior also changes – search on desktop and mobile can be for completely different purposes, for instance. Mobile devices have one important characteristic – they’re more private. People carry them everywhere and at any time, so they develop special and more personal bond with them. This being said, marketers have completely new ground to cover, and totally different challenges to respond to.
Despite fears that some issues surrounding desktop programmatic, such as ad blocking, will also prevail in mobile, marketers don’t seem less interested in shifting their ad budgets in mobile, in the hope to engage with potential consumers. Mobile today can skyrocket brands, but only if they recognize its potential and craft their strategies and budgets wisely. For those marketers who want to take the step forward with mobile programmatic, here are some things they need to consider.
Timing and context = value
Programmatic is all about generating and processing data, and using it in the right time and context. Timing in mobile programmatic ad campaigns is everything. Sharing your message through your ad in the right time brings value to the consumer. Failing to deliver it timely makes it more or less worthless. If your product is for example some type of fast food, and it reaches target consumers in lunch or dinner time, it’ll most likely drive engagement, but if your ad appears an hour later, it might not make any sense to them.
The digital state of affairs is clear – mobile is the marketplace to be today, but only if marketers able to keep up with the enormously fast pace dictated by consumers and their dynamic behavior. There’s a fine line between relevance and worthlessness, and the benchmark is timing. But let’s not forget that context bears equal importance. By making use of the targeting options programmatic mobile offers, marketers can easily make use of consumer activity and deliver messages that have value.
Efficiency encourages creativity
The efficiency of mobile programmatic doesn’t pose a risk for the creativeness of messaging. On the contrary, the speed of automated sale and purchase combined with the more demanding audience can encourage marketers to put more efforts into creating customized ads, tailored to the needs of their targeted audience. In this way, ads will be relevant, and relevance encourages consumer engagement.
The recent rise of ad blocking can in fact turn out to be a blessing in disguise – it might force brands to create content that users wouldn’t want to block. Mobile programmatic has formed a fast industry rhythm, and the newly created atmosphere is more demanding than ever. Industry players are already expected to keep up with this pace if they want to survive in the highly competitive digital marketplace.
Making the most of “dark social“
What exactly is “dark social” and why is it important? It refers to consumer activity outside standard social media platforms and includes sharing types of content or links on e-mail accounts, instant messages, etc. with our friends, family, partner, etc. The data generated from these types of activities is enormously powerful because it’s what we share on a more personal level. It is even more powerful when combined with mobile targeting options and real-time inventory purchase. Integrating this data into a campaign will bring more value to marketers’ efforts.
Final thoughts
It might sound pretty straightforward, but the reality is that brand image today is in the hands of consumers, and their focus is on mobile. The above 3 elements are key to a well-structured mobile strategy and their implementation could be well worth the effort. If wisely combined and included in a mobile campaign strategy, they could guarantee a positive outcome and long-term benefits for the brand.
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