With mobile ad spending set to go over standard broadcast ad spending for the first time this year, brand marketers are looking for smarter ways to generate the highest ROI from their investments. The problem, it seems, is that many brand marketers do not get the use of mobility even though that is where everyone is watching, tapping, and buying! Consumers also appear skeptical about advertising. They get irritated about the number of ads they see on their smart phones and do not trust half of them. But they do like having the option to tap and learn more if it is something that interest them.
Here are some basic tips that might help you with your marketing strategy on using mobility to advertise your business or brand over mobile apps or smart phones.
1. Think through how to best leverage opt-in video. Opt-in, or rewarded, video ads are something that does work. There are use cases for advertisers in all verticals using this method for video advertising.
2. Leverage data to create relevance. Although it may seem obvious, it is worth stating how important it is to serve a relevant ad experience to a consumer. As I stated above, while ads are annoying, if the had has some relevance to the viewer, they will want more and watch the marketing ad. This should be a real wake-up call for the industry, which must collectively prioritize relevance. Mobile provides advertisers with incredible data, including location.
3. Build a mobile-specific creative strategy. The days of repurposing desktop banner ads into mobile are over—for good reason. Advertisers, consumers, publishers, and even developers are all at a disadvantage when desktop banner ads get re-purposed into mobile. Whether it is video, rich media, or something else, it is critical that advertisers think about creating mobile-first experiences that are different than what consumers are already seeing on desktop.
Tags: #mobility, #socialmedia #marketing #video #digitalvideo