Incorporating Mobile into Mainstream Digital Media Strategies


By Manjula Kandasamy, Account Manager, Managed Services

According to recent numbers from Facebook, 126 million of its 1 billion users access the site exclusively via their mobile device. That the social media giant’s users are increasingly accessing the social media juggernaut on their mobile devices versus personal computers mirrors a forecast that many analysts are making: that mobile internet usage will overtake desktop internet usage by 2014.

With consumers increasingly utilizing mobile devices as a substitute for accessing the Internet on their personal computers, brands must begin to adopt a mobile strategy to demonstrate their market presence; otherwise their ability to grow and generate revenue will be negatively affected.

How should brands leverage mobile?

  • Mobile can drive tremendous brand engagement. Oftentimes, it’s easy to evaluate mobile campaign performance solely through the lens of CTR. What savvier marketers are quickly realizing is that it is not the act of a user clicking on a mobile banner that denotes interest; it is the subsequent engagement and interaction those users then take on their mobile sites. Compare this to display campaigns, where click performance does not always correlate with, and often misrepresents the volume of conversions. If brands have a campaign in which engagement is a primary KPI, consider using mobile.
  • Data buying and leveraging actionable audience insights. For brands that are interested in data buying or audience targeting, this is no longer restricted to traditional display advertising (I’m looking at you, CPG and Auto companies!). For brands that have a specific picture of their ideal target audience, many publishers, networks and DSPs offer the ability to leverage mobile to focus their campaigns towards that specific target audience, based on self-reported user demo statistics. But don’t box yourself into a corner and restrict a campaign to data buying only. One benefit of working with a platform like DataXu, is that it is able to provide actionable insights through interactive graphs and heat maps, showing how different variables (i.e., day of week vs. time of day) are performing for different campaigns. Our algorithm and the technology powering our platform take into account 100+ variables when delivering media, increasing or decreasing bid prices based on the real-time value of an impression, discovering new audiences that have a higher propensity to be interested in a brand.
  • Consider testing tablets. If the thought of testing mobile is still a vague and intimidating channel, consider testing the mobile waters by running a campaign targeting tablets. Unlike smartphones, tablet devices do not require brands to setup mobile optimized landing pages to ensure users are able to properly access their website. The same IAB standard ad units (notably the 160×600, 300×250 and 728×90) can also be reused to target tablets, eliminating the need for added cost to be spent developing new creative assets.

What do these points affirm? Mobile usage is on the rise, and smartphones and tablets are fast becoming the primary devices used by consumers to access Internet on-the-go to meet their social, news and personal finance needs. This helps highlight the importance of brands implementing a mobile strategy to ensure success in today’s evolving digital landscape.

What brands have you seen that have incorporated mobile into their digital marketing strategies?