Mobile Advertising has become a hot topic in 2014. The mobile market is expanding on a daily basis, and adoption rates of smart devices are sky rocketing. The ultimate question is, can marketers leverage the power of personal devices, to reach their target audience and better serve their customer? Heres a breakdown of 3 Ultra-Powerful Mobile Advertising Techniques, That will Increase Sales and Brand Awareness.
Mobile Advertising Technique #1 – Hyper-Local Targeting
Targeting is the most powerful aspect of interactive advertising. Mobile has changed the eco-system and created something called “Hyper-Local Targeting”. Why is it so powerful? The best way to explain the power of hyper local targeting is by providing an example.
Case: A quick serve restaurant is looking to raise awareness about their lunch and dinner promotions that are occurring during the spring/summer months and they are looking to source mobile advertising to promote their offers.
Here’s what I would suggest: I would have the marketing department provide the postal codes or zip codes of all of their locations. From the zip codes/postal codes, the ad ops team would create a 20km radius around each location. Within that 20k radius, videos ads, banner ads, and in-game ads would be served to people within a network of mobile apps and would run for 6 months.
Things to consider: When using hyper targeting, it is important to note that click-through objectives, impressions, completed video views and other KPI’s are very targeted…hence the name “hyper targeting” haha. Therefore unlike other forms of interactive media, mass reach is sometimes difficult to achieve because the audience is so finely targeted. That being said, mass reach is still capable through things like concerts, events and metropolitan locations.
If your interested in learning more, give me a call 905-802-9141 or drop me an email drew@playmoneymedia.com
Mobile Advertising Technique #2 – Incentive Based Action
Everyone loves incentives. Most mobile games are supported by tokens or virtual currency, I.e. Get 100 points to move to level 10. Therefore users/players are very focused and driven to get to the next level. Mobile game developers have incorporated offer walls, which help them support their games, through advertising. How do offer walls work? The game developer has an “offers” section and advertisers provide incentives for users/players to receive digital currency. For example an advertiser might offer 10 tokens, in exchange for the user to watch their 15 or 30 second spot. The advertiser is billed on a cost per completed view, cost per acquisition basis, as well as other cost per actions.
Case: A bricks and mortar retailer has developed a free mobile app for Android and iPhone, with in-app mobile commerce integration. After months of being in the app stores, under 10,000 people have downloaded the app and in-app sales are mediocre. They want to increase users and get more people interacting with their m-commerce app. They also want people to download their app so they can increase their email list and direct marketing capabilities through push messaging.
Here’s What I would suggest: Use an offer wall methodology, by offering players in-game incentives or virtual currencies in-exchange for downloading the app. Offer walls will increase downloads of the app because it is free, and it will allow the brick and mortar retailer to generate m-commerce revenue and direct marketing opportunities. This is very valuable, because in the future they can incorporate hyper-local targeting within their own free mobile app.
Things to consider: Make sure your mobile app is ready for the traffic, because these campaigns generate immediate results. Talk to your IT team and make sure you are ready for the influx. Also, an SDK will need to be incorporated to allow for tracking and KPI’s to be measured. Sometimes for media professionals this can be hard to understand, but it is important to note that mobile apps are software, they are not webpages. Therefore tracking downloads involves a different approach.
If your interested in learning more, give me a call 905-802-9141 or drop me an email drew@playmoneymedia.com
Mobile Advertising Technique #3 – Interactive End Cards and Call to Actions
If you have a smartphone or smart device you have probably downloaded a location finder app that geo-locates based on your current location or a picture app that provides image overlays. The beautiful thing about mobile advertising is that these feature are now accessible upon completion of an advertisement within a mobile app. Therefore marketers can have a interactive call to action at the end of their ads. Interactive end cards are something that was non-existent 2-3 years ago and has taken the advertising world by storm.
Case: A premium provincial or state grocery chain hired a boutique style advertising agency to create an amazing broadcast advertisement. They ran the spot during the Christmas season, and it was very successful, but it has collected dust and hasn’t been used in 6 months. The brand wants to distribute the content in a cost efficient manner, because they do not have the budget for broadcast media.
Here’s What I would Suggest: Non-Interruptive or Interruptive video is very powerful within mobile devices. Non-Interruptive video has a call to action within an app, like a banner or button and if the user clicks on the ad, a video will play. Interruptive video is when a user is within a mobile app, such as Fox Sports or Draw Something, and they move on to the next article or level and a video plays during the screen transition. I would suggest geo-targeting around locations,using both non-interruptive and interruptive video with a location finder at the end of the video completion. This provides users with a unique call to action and allows the for an A/B split between interruptive and non-interruptive to determine which medium is best suited for their brand.
Things to Consider: Interactive end cards and call to actions will sometimes have a button at the end of the video, these buttons can sometimes be standardized by the developer and non-customizable.
If your interested in learning more, give me a call 905-802-9141 or drop me an email drew@playmoneymedia.com