The importance of mobile in digital advertising cannot be stressed enough.
We may not admit it, but most of us verge on addiction and could even be classified as ‘nomophobic’. The impact of this is seen in the minimized boundaries between the digital world and the physical. Whereas, in the past, the user had to proactively enter the digital world via desktop access, thanks to mobile, the digital world has now set up shop in the user’s physical and psychological space.
Which begs the question, who is the benefactor of this new dynamic? The digital marketers have hit the jackpot here. We can reach our customers and prospects ALL THE TIME. The opportunity to expose a user to a marketer’s product or service is constant. Unfortunately, the ease with which we market on display is not afforded to us on mobile because of tracking issues, multiple API implementations, irrelevant or intrusive ad placements, banner blindness and unwanted clicks.
So how does the marketer make the most of mobile access? Here are a few strategies we’ve employed with our customers to address the mobile challenges in cross-channel campaigns.
1. Native Ads
Native advertisements can show up in the user’s mobile phone in different forms. All types of native ads conform with the surrounding format or function of the context. A contextual mobile ad experience engages the preoccupied consumer, avoiding banner blindness and intrusive display.
2. Fine Targeting
Using determined demographics, user-defined interests and location, the mobile marketer can ensure the brand’s messages will be on target. This will improve the user experience by presenting users exactly what they’re looking for, thereby, ensuring the ad is relevant and increasing the probability of engagement.
3. Frequency Capping
Many types of mobile ads can be intrusive, and if seen too often, can alienate users and lower CTRs. Limiting the number of times a user sees an ad is advantageous for the brand and reduces spend on non-clicking users.
4. Attribution System
Without cookies to track performance, the mobile marketer has a difficult job tracking and attributing spend and ends up spending large amounts of time figuring out attribution with third party tracking systems. To manage this issue, Adgorithms has developed our own infrastructure to support all tracking attribution systems, freeing us up to find the best mobile sources at the lowest prices for our customers.
Maximizing the potential of a digital mobile campaign comes with clear obstacles, but not insurmountable challenges. The trick is to use the latest mobile tech to your customer’s advantage and above all, remember and respect that we have now entered consumers ultimate, personal space.
