Mobile advertising is one of the fastest growing digital advertising media, allowing advertisers to reach their audience anytime, anywhere.
There are many reasons why an increasing number of advertisers have been investing more and more in mobile ad targeting. Consider the results of these recent studies:
Total activity on smartphones and tablets account for 60% of digital media time spent in the United States. (Source: Comscore.com)
Mobile users check their smartphones upwards of 100 times a day. (Source: Phoenixmi.com)
60% of consumers use their mobile devices to get information on local products and services, and 40% of these people are on-the-go. 70% of consumers are willing to share their location information if they get value in return such as coupons, loyalty points or other forms of rewards. (Source: LSAInsider.com)
In response to the extensive mobile usage of consumers, marketers have started investing more dollars in multiscreen advertising campaigns. A study done by the Association of National Advertisers and Nielsen in August 2013 found that two-thirds of marketers spent up to 25% of their media budget on integrated multiscreen campaigns, and this number is only expected to increase. (Source: EMarketer.com)
If you haven’t yet taken advantage of mobile ad targeting, now’s as good a time as any to start.
How to Use Mobile Ad Targeting to Reach Your Audience
Location targeting allows you to serve an ad to specific visitors based on their location – including country, city, region, and zip code. You can get as granular as you want and target high-value buildings, such as airports, sports arenas, business districts or universities, where you can get a glimpse into the demography, daily lives and habits of your audience.
Time of Day and Weather Conditions
Since you know where your audience is located, you also know when they will need or want your products or services. You can target mobile advertising campaigns by the time of day (e.g. serve your ads for breakfast specials in the morning, or lunch buffet coupons at noon). You can choose to serve relevant ads based on the weather conditions at a specific location (e.g. buy one, get one free scoop of gelato on one of the hottest days of the year, or coffee specials on a cold, rainy day).
Mobile User Behavior
You can also glean insights as to your audience’s behavior; based on where their devices are located and other movements, such as the places they regularly visit (airports, coffee shops, shopping districts), it is possible to make assumptions about locations and the demography and purchasing intent of the people who frequent them. You can specify the audience you are looking for (e.g., globetrotters, coffee-aficionado moms, or Target shoppers), using their location as a means to steer your campaign.
Using Location Data
There are various ways that you can use a customer’s location in order to provide relevant ads:
Geo-Fencing: establishing a virtual perimeter around a physical location, such as your store, and serving mobile ads to consumers inside that particular area to entice them to visit you.
Geo-Conquesting: similar to geo-fencing, however, the perimeter is set around the physical location of a competitor’s store/building and serving ads to mobile users in that area in order to entice them to go to your location instead.
Geo-Aware Advertisements: wherein the real-time location of a mobile user is detected, and he/she is served an ad that is relevant to that location.