White paper: How to be successful in Mobile Advertising

White paper: How to be successful in Mobile Advertising

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  QUANTCAST HOW TO BESUCCESSFUL 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 MOBILE TRENDS AND SPEND 3 WHAT DOES THIS MEAN FOR YOU? 4 MOBILE ADVERTISING OPTIONS 5 MYTH-BUSTING MOBILE MARKETING 6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST
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  74 Charlotte Street,London, W1T 4QJ E [email protected] T +44 (0)203 322 7863 W quantcast.com © 2015 Quantcast. All Rights Reserved. MOBILE TRENDS AND SPEND 2 Worldwide Smartphone Users in 2014 UK Tablet Dedicated Ad Spend in 2014 Growth in UK Tablet Ownership Feb ’13 – Feb ’14 1.75B £29M UK Mobile Web Traffic Has Now Overtaken Desktop Traffic 63% 34.6M UK Smartphone Users in 2014 Mobile Share of UK Digital Advertising Spend UK ad 160% YOY UK 63% YOY 2017 5850 2016 42 2015 32 2014 19 2013 10 2012 * Source - EMarketer Jan 2014, The Drum October 2014, IAB April 2014, Statista 2014, IMRG September 2014.
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  74 Charlotte Street,London, W1T 4QJ E [email protected] T +44 (0)203 322 7863 W quantcast.com © 2015 Quantcast. All Rights Reserved. WHAT DOES THIS MEAN FOR YOU? 3 1 “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,1 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.”
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  74 Charlotte Street,London, W1T 4QJ E [email protected] T +44 (0)203 322 7863 W quantcast.com © 2015 Quantcast. All Rights Reserved. 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.2 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.3 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. MOBILE ADVERTISING OPTIONS 4 2 Loechner, Jack. “Mobile Video Advertising Still the Hot Ticket.” MediaPost, Oct. 29, 2014. Web. 3 “Consumers Get Engaged with Rich Media.” eMarketer, Oct. 23, 2014. Web. YOUR AD HERE YOUR AD HERE YOUR AD HERE
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  74 Charlotte Street,London, W1T 4QJ E [email protected] T +44 (0)203 322 7863 W quantcast.com © 2015 Quantcast. All Rights Reserved. “Mobile advertising is not effective.” FALSE!Mobile drives the user down the path to purchase towards a conversion—65% of online shopping is started on a smartphone.4 Mobile is an integral part of how users do their shopping on the web. According to the IAB 57% of users say that their tablet is their go to device for surfing the web at home5 and tablets consequently deliver similar direct response performance to desktops. “Mobile inventory is scarce and cheap.” FALSE!Over a third of inventory on all of the major ad exchanges is now mobile web and app inventory.6 As time on Mobile continues to increase, Mobile inventory will continue to grow as well. Also, although priced higher on tablet and lower on smartphone, mobile inventory is priced within 20% of desktop. “There are no cookies in Mobile real-time bidding.” FALSE!Android, BlackBerry and Windows Phone devices all accept third- party cookies—this accounts for 85% of Mobile users.7 Furthermore iOS users can manually accept a 3rd party cookie anytime and automatically accept cookies during in-app browser time. “Mobile is just an extension of the desktop web.” FALSE!In 2013, 20% of digital media consumed by users was consumed on mobile. This makes it the second most used screen after TV, which had nearer 40%.8 Mobile represents a huge daily reach and a massive amount of user’s time online with mobile usage set to grow 23% this year.9 1 2 3 4 5 MYTH-BUSTING MOBILE MARKETING 4 http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf. 5 http://www.iabuk.net/about/press/archive/tablet-ownership-up-63-as-uk-digital-ad-spend-hits-63bn. 6 Quantcast Internal Data. 2014. 7 Smith, Julian. “Is it time to redress the balance between Android and iOS in mobile ad targeting?” The Drum, Oct 20, 2014. Web. 8 http://www.emarketer.com/Article/US-Time-Spent-on-Mobile-Overtake-Desktop/1010095. 9 http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782.
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  74 Charlotte Street,London, W1T 4QJ E [email protected] T +44 (0)203 322 7863 W quantcast.com © 2015 Quantcast. All Rights Reserved. THE BASICS • Make sure you have a mobile ready site • Integrate Mobile into your overall campaign strategy • Define and target the right audience • Set clear goals and metrics GOING BEYOND THE BASICS • Build a mobile app »» Apps make up 86% of browsing time on mobile10 and 46% of shoppers say they are less likely to comparison shop when using a company’s mobile app11 »» Mobile apps provide you with a lot more data about your users, which can be useful for your marketing campaigns; you can use Quantcast Measure for Apps to better understand this data. • Ensure that your mobile site, app and ads are dynamic »» There are a huge amount of mobile devices and each of them come with different specs and sizes. Having content that can dynamically resize to all of these is very important for user experience. »» A good place to start is picking the right building blocks for your content – coding language HTML5 for example has removed the need for plugins e.g. Flash – this optimises the viewing experience. • Develop creative and messaging that enhances the experience of Mobile users »» Calls to action such as “swipe here” or “touch here” and rounded buttons instead of square buttons along with other mobile specific features increase average CTR by 69%12 6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST 10 http://blogs-images.forbes.com/niallmccarthy/files/2014/10/Giant-social-apps_Forbes.jpg. 11 http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/Choices_Channels_and_Convenience_Enhancing_the_Online_ Shopping_Experience. 12 Struq: A Quantcast Company in house data.