Multiscreen Advertising Campaigns Lead the Way for Mobile Ad Targeting
There’s a new report released by eMarketer looking into the recent developments in the mobile advertising space.
The report is titled: “Mobile Ad Targeting: After Years of ‘Spray and Pray,’ Signs of Sophistication Appear.”
If you want to have a look at the complete thing, you can go here. Keep in mind that it’s available to eMarketer corporate subscription clients only, so you need a user account before you can view it.
According to eMarketer, the mobile ad space is shifting towards a more integrated model, in which various campaigns meant for different devices are all working together to make the main goal possible.
In August 2013, the Association of National Advertisers and Nielsen found that two-thirds of marketers in their survey spent up to 25 percent of media budgets on integrated multiscreen campaigns. They also predict that the trend will only grow stronger over time, and that we can soon find ourselves in a situation where multiscreen campaigns are the new standard in the marketplace.
Multiscreen Advertising for Affiliates
What eMarketer is reporting makes sense from an advertiser’s point of view, which includes affiliates.
No matter what channels you use for advertising, you likely want these channels to work together to achieve your main goal and strengthen your overall message.
It’s a commonly known fact that customers need to be exposed to a brand eight times on average before they are willing to buy from it (also known as effective frequency).
However, the sole fact that someone sees your various offers eight times won’t mean much for your bottom line unless you make those offers congruent with one another.
In other words, you have to make your ads identifiable across various devices and channels. And this is exactly what integrated multiscreen advertising is about.
It doesn’t mean promoting the same exact offer on all imaginable devices, though. Let’s keep in mind that all channels are different and what works on desktop is not guaranteed to work on mobile.
The key here is to focus on the kind of promotions that seem intuitive for a given device and scenario. For example, when dealing with mobile, any form of location-based promotion has the potential to work well, even if the offer itself is not location-dependent. Same thing with coupons and other bribes that mobile users are used to.
In the end, much of what eMarketer is saying is common knowledge, but they do present some numbers backing it up, so it can be worth a read before planning your future promotions.