The advertising world has changed rapidly and mobile devices are the driving force.

Mobile-influenced advertising is more prevalent than ever. With over 2 billion smartphone users worldwide, the advertising industry has taken notice and shifted its focus to mobile advertising.

Mobile ad spend is up 430% from 2013 and there’s no sign of that growth slowing down. The increased emphasis on the mobile market will only advance the amount of data and insight advertisers have into their consumers to target them more effectively.

All About Data

The growth of mobile advertising has placed emphasis on highly targeted data to reach users on a more personal level.

Mobile device ID tracking allows for programmatic insight into the user’s digital trail so that marketers can track each potential customer more efficiently.

Using this understanding of user habits, marketers can seamlessly place relevant native ads that reflect the user’s interests, media preferences and consumer behaviors.

Native ads are a good way to reach consumers without being overly intrusive to their mobile experience.

In-App Advertisements

Mobile device users are much more likely to pay attention to in-app advertisements than they are to mobile web advertisements.

According to Chad Gallagher, CEO of AOL, people with access to mobile devices spend 84% of their time in applications. Since the majority of time on mobile phones is spent using applications, advertisers must focus on in-application ad spending.

An in-app advertisement can be hyper-targeted to individuals with the use of location data, making these ads even more relevant to users. Navigation applications such as Waze, give users suggested stops along their route.

Companies such as Dunkin Donuts, McDonald’s and Shell utilize their native advertising services by paying for their logo to appear on the digital route of the user.

These advertisements appear natural as if they are part of the application itself, making it more pleasing to mobile users and more likely that they will respond positively and make a purchase.

Opt-In Apps

There are many ways to utilize mobile opt-in advertising for a successful mobile campaign. Opt-in advertising, or permission-based advertising, can be extremely useful for mobile advertising especially because of location technology.

When users download an application and accept the “push notifications” and “location accuracy”, they are allowing advertisers to access this data for their future targeted ads.

This information is accessed with permission and in turn, the future advertisements sent to those users are expected and more accepted than an intrusive ad from an unknown source. Users also gain access to customized advertisements based on their previous purchases and buyer behaviors.

These targeted ads are more likely to see a conversion and lead to a purchase because they incorporate a comprehensive look into the consumer’s device usage for more relevant content and effective delivery.

Mobile Advertising is the New Focus

Mobile advertising is a sure-fire way to reach the modern day consumer where they frequent most.

By understanding people on the devices they utilize most on a daily basis, you are able to gain real-time data that accurately reflects your best potential customers.

More accurate and dynamic consumer information allows for hyper-targeted ads that are not only relevant to your target audiences but also delivered across their most preferred platforms.

Using this outlet wisely and effectively is the key to any successful marketing campaign through increased consumer engagement, click-throughs, conversions and thus, revenue.

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Maggie Haverty

Author Maggie Haverty

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