Mobile is not only a medium but it is part of our life. Therefore, it is important for marketers to know how to use it widely, in term of promotion and resources. There are several areas that we have to take attention to nowadays, and these trends also emphasized in many well-known marketing experts.
Programmatic buying in mobile with the use of data science
Programmatic buying in mobile is still a trend in advertising. As many buyers prefer automation, real-time bidding technology can save a lot of time and effort during the buying process. As increasing of ad blocking and need of accurately audience targeting, desktop banner ad is gradually replaced by mobile advertising. Using programmatic data in mobile advertising campaign is one of the most important factors to achieve an optimal result. Marketers can measure and optimize creative performance from the use of data science.
Using location data in audience targeting
Location data becomes more and more important to marketers. Location data sources include geo-fencing, behavioral location data, beacons, etc. A lot of marketers only focus on the location data that the customers are currently located in the specific area; however, it is also necessary to look at customers’ location in the historical context. These data can be used to predict their future behavior (how likely and frequently the customers will go in the future).
Have you even seen an ad that you didn’t realize it was actually an advertisement at first? Native Advertising is doing well about it in mobile that an ad experience follows the natural form of the audience experience in which it is placed. Generally, it is an ad that matches the look of the sites or apps. It can be bought programmatically. Native advertising can create higher engagement with the audience. There are six common use layouts in below:
It fits in image-focus content such as blogs, news and content focused sites.
It fits sponsored content into a publication that draws a list offer view, which is usually used for offer walls, app recommendation sites and app directories.
News Feed layout creates the integrated experience with news sites, content feed sites and text focused social media apps, and search engines.
It is used in chat apps. If the chatting platform can be used for free, the users won’t be bothered too much by the sponsored ads once in a while.
It can show multiple images when the audience swipe sideways to view the images. It usually uses in news and content sites.
It is used in social media with image-focused layout.
Native advertising works very well in combination of other mobile advertising format such as mobile display advertising. A report from eMarketer showed that native sales drive display ad sales at the same time. "Native works very much like a cherry," Tessa Gould, director of native advertising and HuffPost Partner Studio at The Huffington Post Media Group.
Programmatic mobile ad buying is growing rapidly and the main reasons are making the ad buying system more efficient and effective. Combining the element of human intelligence guiding can make the result more optimal. Every decision we make during the entire process is important to determine the outcome of an campaign, including strategic planning and implementation, audience targeting, optimization, adjustment and measurement.
Strategic Planning and Audience Targeting
Before planning the solution, we had to understand the background and need of our client; therefore, defining a clear and measurable objective with the company is the primary step. Then, choosing an appropriate media and strategy are another factors to accomplish the goal. As more and more advertiser require to target their customers accurately, focusing on powered programmatic mobile advertising could much more targeted to their potential customers instead of displaying advertisements to a wide variety of people. A lot of wastage could be eliminated in the highly personalized nature.
After confirming the media choice, selecting the right target audience is another significant element we have to focus on. Targeting the irrelevant group of people could have completely different result; therefore, we have to make use of data accurately and carefully. We have to try using new attitude and look at new ways of seeing, understanding and leveraging the information.
Implementation and Measurement
Moreover, implementation was an important process that we had to monitor carefully throughout the process by our intelligence guiding and programmatic optimizing. Sometimes the strategy and implementation plan we set at the beginning may not always apply to every stage of the campaign. It is important to optimize and evaluate the performance throughout the process by both programmatic technology and our creativity.
Measurement is important to illustrate the overall performance of a campaign. However, using the incorrect measurement method cannot tell you the real picture. We have the article explained about it, which is “The must-know in calculating mobile vs traditional advertising ROI.” Mobile advertising is much more easy to calculate ROI. All the major factors can be controlled, such as number of impression, maximum of CPM and selection of audience.
Using data creatively and accurately are the important factors to meet the objective and even outperform KPI.