By Inbar Chap, co-CEO, DSNR Media Group
Mobile advertising is coming of age. With the gradual introduction of
sophisticated new technologies, marketers are beginning to track
results and manage mobile metrics in ways similar to those used online.
Opportunities abound for creating new channels of profitability when
based on measurability and accountability.
Understanding the unique potential and the proven power of the mobile
platform - as well as its limitations, can improve performance and
allow mobile advertising to become a significant layer in the marketing
mix. These opportunities are not being lost on global marketers. Many
are already active in the mobile marketing arena, and many more have
either developed, or are currently planning, a mobile strategy.
What Marketers Need to Know
Once the decision has been made to begin advertising via mobile,
there are a number of issues that should be considered, in order to
increase the likelihood of successful mobile outcomes. Below are a few
things that result-based marketers should do when planning a mobile
campaign.
Create a Shorter Process
Less time and less hassle translate into more conversions. This is
especially true in the mobile realm, where campaign success depends on
keeping the advertising process as short as possible. Unlike stationary
PC users, mobile device users are constantly on the go. They can be
exposed to an ad anywhere, at any time, in an endless variety of
situations and occasions. Not less important, mobile screens are
considerably smaller than PC screens.
Given these limitations, in order to successfully attract the user’s
attention, messages (both on the creative and the landing pages) need to
be short, precise and effective. The call-for-action should be
instantly understood, delivered from a single landing page, and should
employ a simple registration form. The form should include a minimum
number of required fields that can be quickly and easily completed
without the need for lengthy responses or multiple clicks. The mobile
platform’s features and capabilities should be leveraged whenever
possible. For example, automatic mobile number recognition should be
utilized in order to eliminate the need for additional user input.
Utilize Multiple Landing Pages
The entire process should be optimized to the fullest, from impression
to conversion, in order to reach the campaign’s goals. The use of
multiple landing pages for each product is critical for the success of
the campaign - as is the use and testing of a variety of different
banners. Multiple landing pages enable a quick determination of what
works best, i.e., what turns users into buyers - and delivers the best
results for the advertiser.
Use Text Links
Text Links are ideal for mobile advertising. They deliver excellent
conversion rates for result-based advertisers, usually cost less than
banners, can bring a higher CTR (Click-Through Rate), and often account
for the majority of a campaign’s traffic.
Maximize Results with Advanced Technologies
Today, result-based advertisers can benefit from the intelligent use of
the latest campaign tracking and management technologies - which can
make all the difference for mobile campaign success. Conversion Tracking
enables a view of the entire process as well as ongoing measurement and
optimization, thus allowing for continuous improvement of campaign
results. By focusing on the total process - from impression through
conversion - it’s possible to achieve a very positive ROI.
Unified Reporting Capabilities consolidate campaign data from all
relevant networks into a single, unified report. This facilitates the
simple detection of campaign variations, strategy, and effectiveness
including the relative performance of specific landing pages and
network/landing page matches. Innovative new tools that enable the
tracking of a campaign’s progress without requiring the advertiser to
check each mobile ad network separately are critical for the success of
mobile campaigns.
Take Advantage of Vast New Markets
There are global markets where mobile phones are commonplace and often
used instead of landlines - and where the amount of traffic is vast and
rapidly growing. Marketers should take advantage of the reach and
potential of these relatively untapped and unsaturated markets.
Advertising costs are often significantly lower than in other parts of
the world and, at the moment, there is considerably less competition.
Extend Campaigns to the Widest Range of Devices
Marketers should match their campaigns and technology to the widest
possible range of mobile devices including both feature phones and smart
phones, in order to maximize effectiveness and expose the campaign to
as much traffic as possible. When planning campaigns, it is particularly
important to take into account the rapid growth in smart phone traffic,
which, on top tier mobile networks and platforms can reach 30-50% of
the total traffic.
Update Campaign Partners (Publishers and Ad Networks)
Marketers should keep traffic sources continuously updated. Publishers
and Ad Networks should be kept informed about the advertiser’s selected
operators, and about the agreements signed with them. This avoids
running campaigns via unsuitable operators and on ineffective traffic,
and prevents running wasted campaigns.
Mobile Advertising has become an exceptional opportunity for
result-based advertisers to increase their revenue sources as well as
their reach. New marketing channels can be created and new markets can
be tapped. Cutting-edge technologies can be utilized to develop smart,
fully optimized campaigns that maximize conversion potential and deliver
rapid ROI.
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Inbar Chap, co CEO, DSNR media group :
Served for 5 years as DSNR’s Head of Media Buying & Internet
Campaigns, and later became co-Founder & co-CEO of DSNR Media Group.
Bringing the media perspective as well as a profound understanding of
advertisers’ needs, she was instrumental in the establishment of DMG’s
advertising network and its rapid positioning as one of the top 3
European ad networks, with over 300 clients worldwide - placing the
company at the forefront of the global media industry. Inbar established
the Mobile Marketing Division and leads its quickly expanding
activities.
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