Context is king or reaching the mobile consumer

Statistics do not lie. Mobile advertising spend is growing year on year. According to IAB Adex research, growth is no longer as rapid as it was not so long ago, but 28 percent. is still an excellent result. Leading the way, as it often happens, is the United States, where in 2018 – as estimated by eMarketer – spending on mobile advertising will account for 26% of. advertising budgets in general. Also in Poland, systematically, although much slower (in Poland, spending on mobile is currently ca. EUR 1.5 billion), mobile advertising is becoming more and more popular. 1.2 percent. It also increases the amount of money that marketers spend on their presence in the mobile channel. It is estimated that in 2015 the total expenditure in this area will exceed PLN 50 million.

Brands underestimate mobile

Companies recognize the potential that mobile advertising has, but they often doubt its effectiveness and message, treating it more as an experiment than as a large-scale effort. The paradox is that mobile advertising may soon prove to be the most effective tool in the hands of marketers. For this to happen, however, one must remember about a few important aspects.

The first one concerns the quality of execution of the advertising medium itself, both in terms of graphic creation and distribution of elements. Unfortunately, mobile ads are often 1:1 banner copy It is used to “pack” an application with a message, which becomes unreadable. It is also not uncommon for mobile advertising to link to ordinary desktop website, the city of its mobile version or a website made in RWD technology.

Another issue is the proper selection of formats. Smartphone users are used to interaction, so interactive banners are very popular (rich media). We are much more likely to use our phones watch also advertising. As shown by the Nielsen study & Brightroll’s growth in smartphone video viewership in the U.S. from 2013 to 2014 was 78 percent.! In the effective management of video advertising, also in the mobile channel (websites and applications), the tools of programmatic marketing. Equally important, if not more important, is where the ad is displayed. In this respect, advertisers already have a lot of room for manoeuvre by being able to precisely target ads not only by various categories (websites and applications), but also by taking into account e.g. operating system, the time the ad is displayed, and even our location. Thanks to extended tools it is possible to reach narrowly targeted groups of people, which makes our message more effective.

In the effective use of the mobile channel for the promotion of products and companies, the context of ad display, i.e. where and how we use our smartphone, also plays a key role. In the end, the possibility of using advertising phone “here and now” is based on beacons, The number of beacons that can display a specific message on a smartphone screen in a specific location. Thanks to this, advertisers can even more precisely reach their customers within a system based on micro-location. What is important, this type of advertisement/message may be considered by the recipient as less invasive and thus more effective. Let us imagine the following situation. We are in a store of one of the DIY chains. We are looking for a drill. During rush hours it is difficult to get professional help (if it is possible at all in this type of stores). Fortunately, we have the app installed and the beacon placed by the shelf launches a simple configurator that allows us to easily compare and choose the best model of device.

The situation is similar when it comes to the increasingly common phenomenon called multiscreening. Also in this case, the context of using a smartphone or tablet plays a key role. A survey conducted by IRCenter (June 2014) shows that more than half of those surveyed declare that they use their smartphone while watching TV. Thanks to this phenomenon, it becomes possible to couple the action of a TV commercial with the action/message performed by the user on the phone. The integration of TV and mobile can significantly contribute to the achievement of a specific objective set for a campaign, e.g. reading the company’s offer, downloading applications or making a purchase.

Whether mobile will turn out to be an effective channel of communication depends on many factors. It all depends on the goal we set for ourselves. This is because if we care about e.g. Only on the promotion of an application, a mass mobile campaign may turn out to be a very effective tool. However, if our goal is to build a company image or sell a car, mobile alone will probably not be able to generate satisfactory traffic for a long time. This does not mean, however, that we should skip it. On the contrary, the role of campaigns and actions carried out as part of mobile marketing in the broad sense should increase from month to month in order to meet the expectations of mobile recipients.