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QUANTCAST HOW TO BE SUCCESSFUL IN MOBILE ADVERTISING Over the last decade, Mobile has driven an unprecedented behavioral and cultural shift, providing utility, information and connectivity at our fingertips. Mobile is increasingly becoming the main screen accessed throughout the day, and Mobile marketing, in turn, has developed into a sophisticated, personalized marketing channel to reach Mobile consumers. In this paper, we explore the Mobile landscape and identify opportunities and solutions for advertisers. TABLE OF CONTENTS 2 KEY MOBILE TRENDS 3 WHAT DOES THIS MEAN FOR YOU? 4 MOBILE ADVERTISING OPTIONS 5 MOBILE MARKETING MYTHS BUSTED 6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST

How to be successful in mobile advertising - Quantcast white paper - 2016

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Page 1: How to be successful in mobile advertising - Quantcast white paper - 2016

QUANTCAST

HOW TO BE SUCCESSFUL

IN MOBILE ADVERTISING

Over the last decade, Mobile has driven an unprecedented behavioral and cultural shift, providing utility, information and connectivity at our fingertips. Mobile is increasingly becoming the main screen accessed throughout the day, and Mobile marketing, in turn, has developed into a sophisticated, personalized marketing channel to reach Mobile consumers. In this paper, we explore the Mobile landscape and identify opportunities and solutions for advertisers.

TABLE OF CONTENTS

2 KEY MOBILE TRENDS

3 WHAT DOES THIS MEAN FOR YOU?

4 MOBILE ADVERTISING OPTIONS

5 MOBILE MARKETING MYTHS BUSTED

6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST

Page 2: How to be successful in mobile advertising - Quantcast white paper - 2016

201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com

© 2014 Quantcast. All Rights Reserved.

KEY MOBILE TRENDS

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1 “Mobile Majority: US Smartphone Ownership Tops 60%.” Forrester, June 6, 2013. Web. 2 “Internet Trends 2014.” Kleiner Perkins Caufield Byers, May 28, 2014. Web. 3 “Tablets Challenge PCs as Leading Digital Video Channel in the US.” eMarketer, May 1, 2014. Web. 4 “Holiday Shopping 2014: Online Trends and Forecast.” eMarketer. Web.5 “Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer, Apr. 22, 2014. Web.

OVER 60% of the US population are smartphone users.1 Additionally, tablet usage grew 11.3% over

the last year to become 45% of the total US population.

» Mobile penetration is growing. As the majority of the US population is connected, Mobile offers

significant reach and opportunities for advertisers.

194 MINUTES A DAY, on average, people spend on their Mobile device(s) (smartphone and

tablet), compared to only 103 minutes a day on their PCs.2

» A greater proportion of digital consumption is on Mobile. Mobile offers more touchpoints to

connect with your consumer.

77% OF TABLET OWNERS use them as a so-called “second screen” while watching TV.3

» Mobile is taking attention away from TV. To connect with your audience, you need to have a

Mobile presence.

$53 BILLION in retail sales in the US are expected to come from Mobile by the end of this year.4

» Mobile has become a significant sales channel. People are converting on Mobile and more of

your customers will be coming from this channel in the future.

However...

ONLY 7% of total digital ad spending in the US is on Mobile, despite the fact that Americans spend

the majority of their digital time on their Mobile devices.5 Marketers have been slow to adopt Mobile due

to challenges in the Mobile ecosystem, including different operating systems, publishers, inventory and

lack of ad performance metrics.

» Mobile advertising is now becoming more accessible. As ad marketplaces and new players

have entered the Mobile space, these challenges are being addressed, providing new

opportunities for marketers.

Page 3: How to be successful in mobile advertising - Quantcast white paper - 2016

201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com

© 2014 Quantcast. All Rights Reserved.

WHAT DOES THIS MEAN FOR YOU?

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6 “Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer.

Don’t miss the additional touchpoints along the

consumer’s path to purchase that the always-on nature

of Mobile offers. Traditional online and offline advertising

campaigns can fail to reach consumers at some of the most

important points, such as reaching consumers while they’re

in stores shopping, to encourage conversion. Additionally, as

consumers are spending more than a quarter of their time

exclusively on Mobile,6 you risk missing potential customers

whose primary media consumption is on Mobile.

As Mobile technology has progressed, advanced targeting

solutions have become available to provide streamlined

solutions to get your message in front of the most

relevant audiences. Data-driven real-time bidding has

opened up a new level of personalization and relevance for

marketers to readily identify and reach the right audience

with the right message across web, apps and devices.

Mobile targeting that incorporates location and

environmental cues can hypertarget marketing messages

to offer that immediate information. Mobile technology

can reach consumers in a specific location—delivering

a contextually relevant discount for a store that’s just a

block away can be the push a consumer needs to make

a purchase. Mobile also reaches consumers on-the-go,

opening up the opportunity to connect with them at the

very instant that they are searching for your product

or service.

“MOBILE ALSO

REACHES

CONSUMERS

ON-THE-GO,

OPENING UP THE

OPPORTUNITY TO

CONNECT WITH

THEM AT THE

VERY INSTANT

THAT THEY ARE

SEARCHING FOR

YOUR PRODUCT

OR SERVICE.”

Page 4: How to be successful in mobile advertising - Quantcast white paper - 2016

201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com

© 2014 Quantcast. All Rights Reserved.

MOBILE ADVERTISING OPTIONS

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7 Loechner, Jack. “Mobile Video Advertising Still the Hot Ticket.” MediaPost, Oct. 29, 2014. Web. 8 “Consumers Get Engaged with Rich Media.” eMarketer, Oct. 23, 2014. Web.

The most common types of Mobile ads are Mobile banners, which appear at the top or bottom of a web

page, and Mobile search advertisements in search results. Web banners include standard IAB sizes,

Mobile-specific sizes and full-screen interstitials between pages. Banner ads can be especially effective when

targeting consumers by their browsing histories. Interstitials, on the other hand, offer high engagement due

to their high visual impact, as they usually appear for a couple of seconds before taking the consumer to a

desired page. More engaging formats, such as rich media and video, have grown more popular in the last

year. Digital video ad inventory tripled in the last year, as people are spending more time watching videos

online.7 And according to eMarketer, rich media ads (incorporating Flash or HTML5 technology) see far higher

engagement rates, likely due to their high-impact, visually appealing formats.8

Should I advertise on a Mobile website or an app?

There are a lot of opportunities for advertising in both Mobile web and apps, and both channels support all

types of Mobile ads, ranging from banners to video. Mobile web is efficient, scales well, and there is no need

for download. Mobile apps, on the other hand, are engaging and work especially well with video and rich

media advertisements. While studies show that more time on Mobile is spent in apps, people continuously

switch between apps and web. When exploring content in apps, oftentimes links in apps take you to Mobile

web. To maximize reach and engagement throughout the purchase funnel, it is important to incorporate both

Mobile web and app in your campaign while taking into account campaign goals and the synergies between

the two channels.

YOURAD HERE

YOURAD HERE

YOURAD HERE

Page 5: How to be successful in mobile advertising - Quantcast white paper - 2016

201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com

© 2014 Quantcast. All Rights Reserved.

“Mobile advertising is not effective.”

FALSE! Mobile is a great way to engage with consumers. Consumers

use Mobile for everything from checking the news to tracking their fitness to

researching a dinner spot, and this provides opportunities to connect and engage

them with relevant messages. Consequently, ads on tablets deliver similar direct

response (DR) performance to desktops, and can even reach a click-through rate

(CTR) four times higher than desktops.

“There is not much inventory in Mobile.”

FALSE! Over a third of inventory on all of the major ad exchanges is now

Mobile web and app inventory.9 As time on Mobile continues to increase, Mobile

inventory will continue to grow as well.

“There are no cookies in Mobile real-time bidding.”

FALSE! Although Apple’s Safari web browser blocks third-party cookies

by default, iOS users can still manually accept a third-party cookie and are

automatically accepting cookies during any in-app browser time. Android,

BlackBerry and Windows Phone devices all accept third-party cookies, and

this accounts for 85% of Mobile users.10 Additionally, real-time bidding for apps

does not rely on cookies, so the presence of cookies does not affect the app

advertising effectiveness.

1

2

3

Despite Mobile’s growth, there are some persistent misconceptions surrounding Mobile. Let’s bust these myths one by one:

5

MOBILE MARKETING MYTHS BUSTED

9 Quantcast Internal Data. 2014. 10 Smith, Julian. “Is it time to redress the balance between Android and iOS in mobile ad targeting?” The Drum, Oct 20, 2014. Web.

Page 6: How to be successful in mobile advertising - Quantcast white paper - 2016

201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com

© 2014 Quantcast. All Rights Reserved.

To ensure the success of your Mobile campaign, here are a few helpful tips:

√ Integrate Mobile into your overall campaign strategy Consistent messaging across channels is important to reinforce the overall campaign

objectives. While your Mobile campaign should be consistent with your overall campaign,

it should also be tailored according to the Mobile user. Since Mobile usage is different from

desktop, it is important to understand how Mobile fits into your customer’s path to purchase

and tailor your messages accordingly.

√ Develop creative and messaging that enhances the experience of Mobile users

Creative assets for Mobile are often repurposed from desktop. However, Mobile’s smaller screen

size, various page formats and different consumer behavior require a separate ad experience.

Consumers turn to Mobile for utility and simplicity, and the overall experience (in both design

and messaging) must be relevant and integrated, focusing on the utility that consumers expect

from Mobile.

√ Optimize your website for Mobile

Once a consumer interacts with your ad, the experience doesn’t stop there. Make sure that you

are driving consumers to a Mobile optimized website that provides a seamless user experience

where they can find the information and products that they are looking for and convert.

√ Define and target the right audience Reaching the right audience improves campaign performance and efficiency. Work with media

partners with proven data and modeling capabilities who can identify and deliver the right ad to

the right audience at scale.

√ Set clear goals and metrics Identify your campaign goals and measures of success. Continue to evaluate and optimize

your campaign based on what is and isn’t working. Use insights about your audience to guide

your strategy. The Mobile landscape is constantly changing, and a test and learn approach will

ensure success.

As Mobile grows, the Mobile web and app experience will continue

to improve. Mobile ad formats will evolve to be more effective and

integrated into the Mobile experience, making it ever more

important to use Mobile in your strategy to drive business growth.

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SUCCESSFUL MOBILE CAMPAIGN CHECKLIST