5 Keys to Mastering Mobile Advertising - And Why It's Most Like TV
In addition to real-time targeting, there is another option that few brave planners will recommend and fewer CMO's will accept: getting a TV-like impact through massive reach buys.
Mobile has more in common with TV than any other medium. It has 100 percent share of the screen like a TV, and the consumer is deeply engaged when using, since there is little room for distractions from other mediums. Although mobile can offer the scale that TV provides in terms of audience size, nobody is currently buying it that way. Demand side platforms (DSPs) have reduced online to targeted ad buys, but the industry is quickly learning that mobile can provide consumers with the same simultaneous shared experience as TV. The brave planner who can push through buys for huge reach blocks may also see a big return on their investment.
In mobile advertising, there are two key things that need to happen in order to ensure positive results:
- Measure How Mobile Metrics Stack Up
A key measure of success in any mobile campaign is a brand study. As an aggregate, we're seeing lifts of key brand metrics across the board like we have never seen before. Looking back at prime time TV from the mid 70s (based on aggregate studies using 68 GRPs), there was nothing comparable to mobile. Recently, a report from Insight Express looked at media mixes compared to mobile as a standalone; mobile still won almost across the board. There has never been a channel like mobile before.
- Location, Location, Location
It's time to stop using those value-add landing pages and get your clients to realize that mobile is their most valuable channel. To do this, brands need to create useful mobile web experiences that take advantage of time, location and users to generate relevant experiences. Mobile demands a different content strategy than online—time to embrace it.
With eMarketer anticipating U.S. mobile ad spending to grow 80 percent to $2.61 billion, mobile advertising will become a critical tool for brands to reach consumers. Understanding how to utilize a smart device to share quality ad content while creating useful mobile experiences that meet brand metrics will be key to mastering mobile advertising. And for those brands that are truly on the cusp of innovation, they're already embracing the ease of use of near field communication (NFC) technology in their advertising campaigns. With the iPhone 5 rumored to have NFC technology, mobile marketing will probably change as we know it.