The following guest blog post was contributed by PubMatic.
The world is generating a near-infinite supply of mobile ad impressions. U.K. consumers alone are estimated to collectively generate one billion “mobile moments” per day. Simply put, a mobile moment is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
The holy grail of marketing in an era of the ever-connected consumer is cross-channel targeting with mobile serving as the bridge to join consumer and advertiser. However, getting the most out of a small mobile screen is far more challenging than advertising on other more traditional channels.
In order to successfully create “mobile moments,” publishers and advertisers should consider three key factors:
- The dynamics between mobile web and mobile app usage
- How consumers are spending time on their mobile devices
- How to use technographic data (i.e. data sourced directly from a mobile device) such as geolocation data or device ID and browser type as a substitute for cookie targeting.
PubMatic recently released the final installment of its series of three mobile point-of-view (mPOV) studies, titled Crafting Mobile Moments: The Union Between Creativity and Automation. The report illustrates the following three-prong framework that will help publishers and advertisers collaborate more effectively to construct a mobile moment:
- Getting “Creative” In Mobile = Getting To The Point
Advertisers and agencies should focus on developing mobile creatives that are less intrusive. Marketing messages should be clear and simple. Calls to action (CTAs) should be very prominent. Mobile video ads should also be skippable, or if they are not skippable, should be shorter in length so as not to deter a viewer from leaving the site entirely if he or she does not wish to view the ad.
- Data Is The Key That Opens Mobile Creativity
Advertisers typically require reach and audience composition when starting an advertising campaign. This is made possible through the collection of first-party data from websites owned by the advertiser, combined with third-party data collected from other sites. The campaign’s audience profile should ultimately include demographic information on site audiences, site engagement metrics to illustrate which content areas are most popular and, as mentioned previously, technographic data (e.g. location, device and browser data) to help target mobile ads more precisely. Once this information is in hand, a publisher can create content for relevant, specific user profiles.
- A Mobile Ad Without A Scalable Platform Is Merely A Message In A Bottle
In order to scale a mobile ad campaign, publishers and advertisers need a full-stack technology platform to unify creatives, data and ad executions. Platforms should include:
- A simple and clear user interface (UI)
- Flexibility to connect via application program interface (API) to any first- or-third party data source
- An ad server that is capable of serving any ad format (display, video, etc.) to any device (desktop, mobile, tablet, etc.)
- Analytics capabilities to synthesize results in real-time, allowing publishers and advertisers to understand how campaigns are performing
Mobile Moments Enable Effective Cross-Channel Marketing
PubMatic has helped a number of premium publishers create valuable mobile moments. One U.K. publisher, National Rail Enquiries, was able to develop a mobile moment for Starbucks by targeting National Rail riders enroute to their offices during the early morning hours. The mobile campaign led to higher than average performance and helped drive store visits for Starbucks.
The campaign’s contextually relevant messaging and timeliness resonated with target audiences and created a sense of urgency to buy before the weather changed again. This personal mobile experience received outstanding engagement rates, conversion rates and ultimately increased incremental sales; it generated an ROI of 10:1 for the entire campaign, beating the initial target ROI of 7:1.
The greatest challenge with mobile marketing is that a consumer’s state of mind and intent during an ephemeral mobile moment is far less predictable than, say, when that consumer is at their desktop at work, or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to consider the importance of specific points in time and then work together with ecosystem partners to target these moments more deliberately.
For more on cross-device, check out DataXu’s recent webinar titled, “3 Tips to Make Mobile Marketing Better Through Data Science.”