7 August 2019, par Antoine Julé , Digital Investment

4 Essential Tips for Successful Mobile Campaigns (part 1)

The future of digital marketing will be played on mobile. How to take advantage of it and get your ads to the next level?

According to an IAB study published in March 2019, Canadians spend twice as much time on mobile than on desktop. This exponential growth in time spent on cell phones has led to the development of new advertising formats. The opportunities for interaction are more numerous, yet it is necessary to know how to adapt content to take advantage of this paradigm shift. For a long time used as a complement to a desktop campaign, the mobile must today be considered as a full-fledged media to pull the quintessence of its potential. Here are two tips for an effective campaign.

1 – Think Mobile!

With an average of 2,600 daily interactions per user [i], opportunities to communicate on mobile are not lacking. Google identifies 4 important moments that define the new behaviours of users on mobile: 1- the moments when the user is looking for information, 2- wants to know where to go, 3- what to do, 4- buy something. It is essential for brands to know how to be present in these “micro-moments” to meet the needs of mobile users and strengthen their relationship of trust. It is also important to identify the times of the day during which your audience will be receptive. If you are an ice cream retailer, you will avoid putting your ad online on a rainy day. By the same token, knowing where your audience is in the buying process will help you tailor your strategy and personalize your messages. This will allow you to send a promotion to a prospect and a member-only offer to a loyal customer.

According to a 2018 Comscore study [ii], the majority of videos are now viewed on mobile. Videos must be interesting from the first seconds to keep the attention of volatile users, overexposed to advertising and organic content. Changing models also means new standards for advertisers: vertical format, zoom on faces and subtitles (for silent listening) are preferred for stories and fast content. On the other hand, it may be relevant to develop horizontal formats for new placements like

Facebook Watch. The user experience must be clear and thought for mobile. Among the practices to avoid: offer a creative too heavy to load, direct a user to a store where the product is not in stock, use the same banners on mobile than on desktop and offer illegible text.

2 – Avoid Fraud

Every year thousands of dollars are spent on fraudulent ads [iii] via bots, fraudulent advertising SDKs and lack of mobile ad visibility. The main concern of advertisers is that fraud is also at the center of the concerns of industry professionals and several solutions are emerging to guarantee the quality of mobile investments.

Developed by IAB, the app-ads.txt extension is used to identify official resellers of advertising space in App, an environment in which 85% of mobile traffic takes place [iv]. However, the lack of uniformity in SDKs makes it more difficult to analyze the visibility of investments from one publisher to another. To solve this problem, the IAB encourages publishers to install the Open Measurement SDK to homogenize the data collection and allow a better comparison. The implementation of the OM SDK should be done gradually, especially since major players have already adopted this solution (Google, IAS, MOAT, DoubleVerify).

In the meantime, it’s important to check with publishers what solutions are in place to help keep ads visible and prevent half of your budget from being shared with robots. Investing in the visibility of your investments is essential to the success of your mobile campaigns, whether your marketing goal is to generate visits to your site, increase sales or awareness, your ad must be seen.

[i] https://www.businessinsider.com/dscout-research-people-touch-cell-phones-2617-times-a-day-2016-7

[ii] Source: Comscore Media Metrix Multi-Platform, Total Audience, March 2019

[iii] https://medium.com/swlh/fraud-traffic-the-dark-side-of-mobile-digital-advertising-ead808e054d0

[iv] Source: Comscore Mobile Metrix, Persons 18+, March 2019 vs March 2017, Canada

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