How Mobile Advertising Benefits Your Marketing
If you haven’t heard by now, mobile advertising is at the forefront of all digital marketing – and it’s not for no reason.
As marketers, it’s essential to stay ahead of the latest technologies and trends to effectively connect with our consumers and their ever-evolving interests.
If implemented the right way, mobile advertising can strengthen your marketing campaigns, brand-consumer relationships and understanding of users that traditional advertising was never able to before.
To help you do so, we’ve provided a list of the top 5 mobile advertising benefits:
1. You’ll be where the people are, and where the money is.
The world is shifting its focus to mobile devices with approximately 70% of Americans owning a smartphone – a percentage that is only increasing every year.
Therefore, mobile advertising is becoming the primary market to reach consumers.
According to Facebook’s most recent report, mobile advertising accounted for approximately 84% of total advertising revenue for the third quarter of 2016, increasing from 78% of advertising revenue in the previous year.
One of the most important, and lucrative, mobile advertising benefits is being able to deliver ads straight to users’ fingertips on their preferred platforms.
Consumers are responding best to mobile ads, leading brands to increasingly invest in the market of mobile advertising.
2. Mobile advertising lives in the moment.
Advertisers are limited in terms of time and location when tracking users via desktop usage – aka, the couple of hours a user spends browsing the web at home before bed.
Today’s users are increasingly tech-savvy and always on-the-go. An individual will be most engaged on his or her smartphone on a daily basis, whether it is commuting to and from work, at the gym or while running errands.
Mobile device ID tracking (a unique identifier to each individual’s mobile device) provides real-time, accurate information, allowing advertisers to be as dynamic and versatile as their users.
By tracking users on the device they engage on most, mobile marketing is able to deliver hyper-targeted ads in ways that traditional advertising cannot.
For example, mobile advertising benefits your campaigns with geofencing capabilities.
Geofencing campaigns place a geographic boundary around a specific location so that you can deliver ads to consumers at the exact time they are within a specific radius of a retail store, driving foot traffic and increasing conversions.
Advertisers no longer need to scatter ads across a random group of strangers.
With real-time mobile information, brands can directly send relevant promotions and ads to potential customers who have expressed an interest in your product and are within an accessible distance from your retail location(s).
3. Mobile advertising hits right on target (audience).
How do you know who’s real and who’s actually interested in your product?
Consumers engage on different devices throughout the day, but mobile devices provide the most accurate understanding of their interests, media preferences and behaviors to build accurate target audience profiles.
Tracking consumer information via cookies and IP addresses, as you would on a desktop, is not always accurate because multiple people in one household may be using the same device and/or IP address.
It can be difficult to know who is engaging with what content, on which device, so many marketers end up settling for a lucky guess.
Mobile device IDs, however, are unique to each individual mobile device. Therefore, you can deterministically identify that every person you reach is a real, verified user.
Mobile advertising benefits include providing the most up-to-date, accurate information to build the best target audience based on a company’s campaign goals and ideal consumers.
If you deliver ads to your ideal target audience on verified mobile devices based on their interests and behaviors, your advertising will connect with people who are most likely to respond, thus maximizing consumer engagement.
4. You can mean it when you say that you know your consumers.
By knowing how your users prefer to engage and consume media on their primary device, you can provide relevant ads and authentic content where and how they want to see it.
The traditional approach, sending mass campaigns to as many people as possible, can’t keep up with today’s users who are more in control of their media consumption than ever before.
People want to feel understood without feeling interrupted. Mobile Advertising is the best way to do just that. It engages with your users on their preferred media platforms, which already puts you ahead of your competition.
The more you enhance your mobile user information, the more opportunity you have to build lasting relationships with your consumers.
5. Mobile advertising saves you time and money – And that’s priceless.
Mobile advertising benefits your brand-consumer relationships and campaigns in many ways, but what’s most important is that it reaches the right people in the right places.
Reaching your target audience on verified devices lowers customer acquisition costs because your advertising efforts are invested in real users who are most likely to respond, not unengaged strangers.
Targeting the right people drives customer engagement and conversions, saving time spent on the wrong people and increasing revenue from valuable connections.
Mobile advertising with deterministic device ID tracking also saves you from wasting money on ad fraud. Ad bots are always posing as real people online, wasting billions of fake impressions and advertising dollars every year.
By verifying real, individual users and linking them to unique mobile device IDs, you ensure that you only deliver ad impressions to your target audience.