The mobile-targeted ads consist of ads that appear on smartphones, tablets, or other mobile devices. This blog tells about the different ways to boost your revenue through mobile-targeted advertising.
Our lives today are extremely co-dependent on our mobile phones. Whether it’s to decide on a restaurant or find a store fitting your style, time and again, we rely on our phones to give us the answers. In fact, mobile users alone take up more than 55% of internet activity, while the rest of the numbers come from every other device combined, i.e. desktops, tablets, and others.
Therefore, there’s no mystery as to why all the core industrial brands set up a strong mobile presence, accounting for a significant percentage of their success. In 2022, the mobile targeting ad market saw an all-time high investment of 327.1 billion USD. And by the next year, mobile apps are foreseen to generate over $935 billion in revenue.
Thus, it is not just helpful but a key element to your marketing success today. Moreover, mobile marketing is constantly evolving, with several tricks and tactics that can influence your revenue rates in 2023. And by tackling these, you too can enjoy the impressive success it guarantees.
Key Points to be Covered
- Mobile Advertising Reverts Control to the Publishers
- What Does Mobile Targeting Involve – The Key Concepts and Strategies
- In-Home Targeting
- Climate Triggers
- Demographic Targeting
- Cross-Platform Targeting
- Behavioural Targeting
- Other Targetting
Mobile Advertising Reverts Control to the Publishers
Publishers gain power via mobile targeting. To avoid the confusion of ad network offerings and the resulting decline in CPMs and overall revenue, publishers are choosing to sell their own inventory directly to advertisers.
In mobile conquesting, publishers and advertisers alike require a self-service platform that enables them to manage their inventory, optimize their advertising campaigns, handle remnant ad solutions, and provide high-quality inventory. Mobile targeting, thus, is only aptly effective and further profitable when and where it is the publisher that’s in stronger control.
What Does Mobile Targeting Involve – The Key Concepts
There are many ways through which mobile ad targeting can be carried out. A brand can target its audience by using demographical, behavioural, geographical, and other relevant algorithms for effective targeting.
Under geo-conquesting, there are a few key concepts that come into play, essentially geo-fencing, geo-targeting, and re-targeting.
For geofencing, a brand sets up a perimeter around a physical store. As soon as any mobile device enters that radius, relevant ads pop up on that device. This is how the brands target their audience.
Re-targeting works when these potential consumers are displayed the ads later, even when they’ve left the set perimeter. Thus, this way, a brand manages to stay on top of the audience’s mind, establishing a brand-client relationship.
Most publishers already have first-party data of their consumers, ex-clients, etc. These data include personal information like their home or office addresses. Brands use these data to target the devices present within these locations. Once the devices have been tracked, they can be re-targeted with ads even when they are on the flow. This is known as in-home targeting.
In demographic targeting, the filters set are according to audience specifications that flatter the brand criteria. For instance, advertising a pair of sneakers to athletes or young people between the age of 18 to 25. Demographic filters include age, sex, profession, and other relevant criteria. This is to market a certain product or a brand that has more potential to appeal to that specific market.
This is another excellent strategy that helps a brand stay familiar to people’s minds, and that is cross-platform targeting. Here the IP addresses of the consumers are used to market to the users, not just on their mobile but across multiple other devices.
Say you display an interscroller ad on one’s mobile, a native ad on their laptop, a banner for tablets and so on. Thus, this leads to an effective marketing campaign for each user.
Behavioural Targeting works upon the mental patterns and trends of users to market a brand. Here, user mannerisms such as shopping behaviour, purchase history and other factors are used to market audience products and services that are relevant to their taste.
Some other concepts used to strategize one’s mobile ad targeting include operating system targeting, social media ads targeting, device and provider targeting, time targetting, etc.
Many brands also offer climate-specific products and services, and to cater to that, weather triggers are set for mobile targeting. For instance, a clothing store needs to market its winter collection or a car wash that wants to market its car cleaning services after heavy rain. Thus, by matching up both climate and location parameters, this kind of targeting is executed.
In the End
Mobile ad targeting is one of the most effective yet simple ways to engage and interest customers in various brands. Brands can take full advantage of the larger user base to promote their products through various of the aforementioned techniques that will help any brand grow quite rapidly and find success.
Frequently Asked Questions
The potential for growth through mobile targeting is immense for a brand. Since mobile devices are being used continuously throughout the day, ads popping up on them are bound to attract the attention of any potential customer. If they are in need of a product or see something they like, they would be aware of the brand selling them, increasing profit.
Even though there are numerous ways of mobile ad targeting, the most popular ones that brands generally try to indulge in our geo-targeting, social media targeting, and category targeting.
Shubham is a digital marketer with rich experience working in the advertisement technology industry. He has vast experience in the programmatic industry, driving business strategy and scaling functions including but not limited to growth and marketing, Operations, process optimization, and Sales.