- With the entire global COVID-19 pandemic that has brought the world to its feet and forced everyone inside their homes, mobile marketing is going to take a very different turn.
- As per earlier estimates, mobile advertising was going to make up for a whopping 75% of all digital ad spending by 2022.
- Considering the new alterations, the best thing to do would be to understand the fabric of it and work to implement mobile advertising strategies for your own business.
- Know more on how to establish and polish your mobile marketing strategies to effectively target communication, deliver optimum effectiveness, capture your audience, and deliver your business goals.
Mobile advertising has been a game-changer for quite some years now. In 2017, when mobile advertising first surpassed desktop advertising, no one knew the bounds of its potential. It won’t be an exaggeration to mention that 2020 is going to be a major year for mobile advertising in all terms. With the entire global COVID-19 pandemic that has brought the world to its feet and forced everyone inside their homes, mobile marketing is going to take a very different turn.
As per earlier estimates, it was noteworthy to mention that mobile advertising was going to make up for a whopping 75% of all digital ad spending by 2022. Now that figure is going to see an alteration. Keeping in mind these figures, the best thing to do would be to understand the fabric of it and work to implement mobile advertising strategies for your own business.
The Wall Street Journal also talked about the Centre for Disease Control and Prevention (CDC), in alliance with national and state governments in the US, will be using the data collected by advertisers through social platforms, such as Facebook. This is being done in the wake of tracking the movement of Americans within the areas of “geographical interest”.
Now talking of core mobile advertising, we know that it is more important than ever to any business or brand, it is important to understand the essence of it and have a grasp of its core ideals. It is important because awareness around the subject matter will ensure that your mobile advertising campaign is a success in generating bigger brand awareness or driving sales, whichever your end goal is. With 60% of all social media activity happening on mobile devices, the potential for your audience is still untapped.
Mobile advertising explained
To simply put into words, mobile advertising is advertising meant for mobile devices. But in the present context, we are talking about wireless mobile devices such as smartphones and tablets. For the power of personalization delivered by these devices, mobile advertising has reached high bars of success. It has provided brands, agencies, and marketers a unique way to connect with consumers beyond traditional means.
Mobile advertising is so powerful because of the nature of the targeted user device. It is very easy to choose the target audience and make sure that your message is being delivered to their devices which is unique to them, making way for precisely targeted communication. In this manner, mobile advertising delivers optimum effectiveness wherein probabilities of the response levels can be easily spiked.
To elaborate, let’s take an example of interactive Ads. They are very effective when it comes to mobile advertising strategies because the user gets to truly interact with them. They can choose to call the business, check out directions, visit their Facebook page, or simply go to their website. The direction of conversion is multifaceted but one thing always leads to another, right?
Samsung really went to extra lengths for the promotion of its Galaxy S6 smartphone. They created a highly-personalized interactive Ad in collaboration with InMobi. They helped people experience the deliverable by displaying a “personalized real-time battery identification mobile ad unit,” on their smartphones.
They wanted to emphasize the fast-charging battery feature of their smartphone and here’s how they did it.
The result: 1.6% of the users ended up tapping on the “Tap to find more” button, while 1.1% of users clicked on the “Experience” CTA and an average of 20 seconds were spent on the interstitial ad.
In yet another successful mobile interactive advertising move, Pond’s went on to create the world’s first face detection augmented reality rich media mobile ad for the promotion of their new Acne 10-in-1 Solution. Through this Ad, the beauty and health brand provided a unique experience to the target audience. All they had to do was use their front camera to track the various features of their face and automatically detect the acne-prone areas of their skin. This implementation of augmented reality experience brought about 29 seconds of average engagement from over 39,000 users.
Types of mobile advertising
- Pinterest: Awareness campaigns, engagement campaigns, traffic campaigns
- Facebook & Instagram: Images, videos, carousel ads, interstitial ads
- LinkedIn: Display ads, Sponsored in-mail, sponsored content, text ads, dynamic ads
- Twitter: Promoted accounts, trends, and tweets
- Snapchat: Snap ads, sponsored and on-demand geo-filters, sponsored lenses
Effective mobile advertising strategies
If the above information somehow was not very convincing for you, let us tell you that the mobile advertising market is expected to exceed $ 200 billion globally. All substantial brands and businesses that want to reduce their cost of advertising but also ensure that their advertising reaps maximum leads and conversions are relying on effective mobile advertising strategies. However, the audience isn’t very willing to view ads on their mobile devices and they use a plethora of ad-blocking services on their smartphones. Checking out ExpressVPN, CyberGhost, NordVPN review and other reviews for other reliable services to ensure that they are not beings served with ads. Hence, it is important to draw them in with relevant ads that can successfully engage them. Hence. here are some of the most effective mobile Ad strategies:
- Customization of ads for the target audience: One of the most basic yet the most effective strategies for mobile advertising is the customization of ads for the target audience. We are talking of highly-customized ads for devices because each user is unique to their smartphones. To ensure an increase in mobile conversions, targeted ad customization is crucial. Dynamic Creative Optimization (DCO) lets you do just that. With DCO, one can easily create multiple versions of an Ad, specifically targeting them for the targeted audience. Based on variables such as gender, age, socioeconomic status, Geo-location, type of the device being used, etc., DCO will help you get the task done.
- Mobile-preferred ads: In 2020, people are spending all of their time indoors and even working from home. Hence, by the expectation, people are spending more time online actively engaging with news and video content. So, marketers at the moment have reduced the number of brand-heavy advertising campaigns. Hence, the trend. If you really want to tap your audience for ensured conversion, mobile-preferred Ads are your way out. These Ads are aimed at users searching from their mobile phones. So, you can try sending users to your mobile landing page and telling them in advance that the URL is mobile-friendly. Mobile-preferred Ads are about giving away offers that are accessible via a mobile device and not otherwise.
- Ecommerce mobile ads: Mobile advertising is highly effective for eCommerce brands and similar brands. People want to be seamless and quick in their online shopping. Even Google shopping campaigns prioritize shopping Ads and display them on the top of the mobile results page. So, use this to your advantage and create great eCommerce mobile Ads that allow users to absorb maximum information and arrive on a purchase decision.
- Use ad extensions: Using ad extensions is not just a great way to get an edge on the competition but are also very helpful in increasing an ad’s CTR. They also contribute to the quality score and help increase ad rank and click-through rate. They let you have more space on the search results page if your ad qualifies. So, make sure that you use the relevant ones such as Location extensions, Sitelink extensions, Call and message extensions, App extensions, Price extensions, Seller rating extensions, etc.
- Enable calling = Cheap conversions: A lot of marketers do not realize the relevance and importance of calling when it comes to seeking affordable and cheap conversions. By enabling calling, you are able to minimize the barriers for your potential customers to call your business. Hence, by including your business phone number on the ad, you make it easy for your target audience to call you instantly and eventually cut down on the cost of conversion.
- Mobile ad gamification: Ever came across game ads that let you actually play the game for a span of 15-20 seconds to help you experience the true game? Well, they are really engaging and are capable of driving solid conversions. So, you can implement ad gamification to enrich your ads and make them more effective.
- Incentivize your ads: For the love of incentives, how about you implement the incentivization of your Ads? We are talking about anything which falls in the range of discount, free shipping, or a voucher. For example, you can simply offer an X% discount for signing up for your newsletter. However, just make sure that your users are able to claim the incentive seamlessly and not navigate to many pages and make many clicks in order to redeem the incentive.
How to rightfully implement mobile advertising strategies in 2020?
Here are a few things you need to ensure if you want to rightfully reap the benefits of mobile advertising strategies:
- It is important to identify the right target audience that would be interested in mobile ads. Make sure that your Ads are relevant to the device users that they are being shown to
- It is important to ensure that your ad is just not for the promotion of your offering but it should genuinely aim to solve the target audience’s problems.
- Keep your ads lightweight so that they can easily load on the mobile devices of your users.
- Employ video content in your ads because they have a higher engagement percentage.
- Capturing the emotions of your audience with your ads is a great strategy if rightly implemented.
Advertisers and marketers have definitely come a long way in terms of how they exploit the prowess of advertising strategies to their advantage. This is a period of radical change, consumer behaviour is experiencing a huge shift. With the mammoth increase in online traffic and people looking to consume digital news and engross in gaming and streaming content, you have to come up with a strategy.
In this approach, shifting the focus from desktop to mobile advertising is a primary step because the present and the future is mobile. So, make sure that you follow suit and ensure that you are tapping the potential of this move and driving maximum conversions for your business.
Every day we read data breach scandals by ad tech vendors. We are getting tracked every day with hidden cookies, and permissions we give unconsciously. According to Juniper research, advertising losses were to reach $ 42 billion in 2019 and were predicted to be driven to reach $ 100 billion by 2023. Blockchain came into action to provide transparency while serving ads and paying for the real human interactions on the ads, not automated traffic.
Blockchain is emerging into the technology market these days and transforming the way we have been doing the online transactions lately. This technology is not only limited to the finance market, but it is also impacting the advertising and marketing industry too.
In this article, you’ll learn how blockchain is going to impact the digital advertising supply chain in the year 2020.
People generally associate blockchain with bitcoin, a well-known cryptocurrency market but it’s not the same. Bitcoin is the name of a cryptocurrency developed through blockchain technology.
So, what exactly is blockchain?
Blockchain is the Distributed Ledger Technology (DLT) which contains the record of multiple distributed transactions between different people. It doesn’t require any central control, because the data is not located in any local server, it’s stored in a secured server distributed globally.
The application of blockchain in digital advertising is very significant. From the last few decades advertising firms using user’s personal data to understand their buying habits and designing campaigns by invading their personal space.
It offers a secure environment for the advertisers and the publishers and allows them to connect the right audience and make safe transactions.
A look into what data says
Digital advertising is expected to climb to $ 427.26 billion by 2022.
“Blockchain advertising” – According to Google Trends data
Why is blockchain technology entering into digital advertising?
The industry space opened up for blockchain recently when data inflation and data discrepancy news surfaced online – advertisers and publishers started looking for a better alternative for transparency.
Advertising platforms like Facebook Ads, Google Ads, and others, were enjoying the monopoly in the digital advertising place since the last decade. These advertising giants were manipulating the data and information to make a huge profit margin.
Some news to read on data inflation
Advertisers sued the social networking platform for overstating video-viewing metrics over an 18-month period from 2015-16, which led the advertisers to pay extra for video ads based on the inflated data. Read more here.
A lot of other news reported about the fake bot traffic advertisers were paying for. It is all because of a lack of control. The publishers and advertisers don’t control the data, hence restricted to see only information ad tech vendors are offering. Data is very vulnerable today, digital advertising tools are using this as their new profit-making plan.
How would publishers know that they’re receiving a fair share of profit?
Kanstruktor over at Steemit explains:
“Decentralized network between advertisers and publishers through caching, and logging of clicks and leads, key statistics, personalized nodes in the blockchain operator MetaHash (fork of Ethereum – ERC20). It is a basic principle of protection against fraud and concealment of data on actual transactions from advertisers, or making unrealistic target bots in the traffic of publishers instead of real users.”
Ad vendors employing illegal techniques to access users’ personal data for their benefits, in exchange for rewards, and similar scenarios is a major threat and blockchain basically came into the picture of digital advertising to give the user control over their data.
Blockchain applications in digital advertising
1. Ad Buying and selling without the mediator
No intermediaries will be benefitted by employing blockchain-powered online advertising platforms. Blockchain is solving the transparencies and trust issues the ad tech industry has.
2. Fraud prevention and transparency in the ad supply chain
It’s very difficult to find the fraudulent clicks and impressions you are paying for. Blockchain technology integrated with the tools helps find and flag sites with click discrepancy and bot infiltration which would flow the ad budget to the right sites with genuine clicks.
3. Targeting the right audience
Driving an ad campaign according to their customer journey is important. With the help of blockchain, ad tech platforms can automate campaigns based on the specified set of rules. If the audience falls into those certain criteria, then only an ad will be visible to them. By doing this advertisers can utilize the budget on better sites to show ads.
Audience engagement will be credible now with very much accurate data that will help design better campaigns. The leads and subscriptions would be genuine and identifiable.
4. Data management
Data and insights play a key role in drafting a great campaign strategy. Blockchain makes it simple to retrieve the right KPIs utilize the data for better decision making.
5. Customize ad delivery
No one likes to see the same ads multiple times and increase ad fatigue. But, advertisers were not able to control the delivery of the ads in most of the top advertising platforms. With blockchain, advertisers will be given control to limit the ad frequency according to their campaign objectives.
6. Social media ads
A lot of fake news used to surface online through social media channels, now it can be controlled as blockchain technology is the distributed system is highly transparent and trackable. It can limit the social media ad frauds.
7. Data safety
Data safety and privacy is a major challenge in the digital advertising industry. The users browsing behavior is no longer the reason you serve your ads to them. Now, audience permission is required to use their personal data. A lot of countries are taking initiatives to stop the illegal practices. Security compliance like GDPR, CCPA, HIPAA, and a lot more came into the picture for data privacy and safety.
Blockchain reduced the role of third-party platforms to verify ads if they comply with the guidelines and save a lot of time for the advertisers.
9. Ad automation
Ad auctioning process and more easy and transparent with the help of blockchain-based advertising platforms. The ads will now be more effective and relevant.
10. Content management
The delivery of the content is more data-driven and accurate with blockchain. Content monetization, content personalization, content discovery, and content creation would be easier in these blockchain technology ad platforms.
Some digital advertising platforms using blockchain
Today the market is flooded by blockchain-powered ad platforms. Tech giants like IBM Corporation, Amazon Web Services, Inc., Accenture Plc, Microsoft Corporation, SAP SE, Oracle Corporation, Infosys Limited are investing in this technology.
Big companies like Kellogg, Kimberly-Clark, Pfizer, Unilever McDonald’s, Nestlé, and Virgin Media have joined a new blockchain pilot seeking to increase transparency in advertising online. Automobile giant Toyota uses blockchain tech to reduce fraud in their digital advertising campaigns.
Kat Howcroft, senior media and budget manager at McDonald’s, said:
“This technology offers us the opportunity to see a truly transparent picture of our investment across the digital supply chain. We are also eager to understand the potential impact that this may have on our ROI and efficiency.”
According to Babs Rangaiah, Global Marketing, IBM iX:
“Blockchain is creating new ways of doing business across industries, particularly where greater trust and transparency are required. As it relates to media, we expect blockchain to be able to provide a single source of truth to any given media buy, eliminating the doubt and uncertainty that is common today.”
Benefits of blockchain in the digital advertising industry
Accountability and transparency are required in the digital advertising ecosystem across the globe. Blockchain brings that trust factor to the table. With the help of blockchain ad tech vendors are now able to show the comprehensive actionable view of the ad distribution and transactions.
For every advertiser, data is the key to define their business success. With blockchain now, the advertisers receive the right high-quality data and reduce the chances of its alteration because of the distributed ledger approach.
The cost of the transaction is reduced significantly by removing various payment gateway platforms. Blockchain-powered ad platforms assure safe transactions while maintaining users’ anonymity.
Conclusion: Blockchain is the future in the digital ads industry
It will be too early to say if this could stop the whole of digital advertising scandals, ad frauds, and bot traffic. But, definitely, blockchain is impacting the digital advertising ecosystem positively and gradually. Ad tech giants like Google are adapting the blockchain-powered tools to enhance their functionality.
Blockchain topped the list of the digital marketing trends 2020. It’s time to show zero tolerance for the ad frauds, data alteration, and data breaches. The companies considering an upgrade to their advertising platform with blockchain will lead the way going forward, and it’s time you added your business to this roster.
The post How blockchain will dominate the digital advertising industry in 2020 appeared first on Search Engine Watch.
Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.
But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.
Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.
But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).
Here are three strategies to effectively combine search and display advertising for maximum results:
1. Cast a wide net
If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.
Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.
3. Contextual targeting
If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.
Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.
Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.
The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.
Facebook is a great platform for promoting business. Having many benefits, Facebook Video Advertising needs to be an inseparable part of your digital marketing.
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