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
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How to be successful in mobile advertising - Quantcast white paper - 2016
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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
201 Third Street, San Francisco, CA E [email protected] T 415.738.4755 W quantcast.com
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
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
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.
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Despite Mobile’s growth, there are some persistent misconceptions surrounding Mobile. Let’s bust these myths one by one:
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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.