While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile’s rapid growth.
By properly understanding the psyche of the mobile user, and aligning approaches to meet what consumers demand, these basic mobile guidelines for publishers will not only help your properties produce a mobile experience that maximizes mobile audience engagement, but also the revenue stream that follows:
· Content is king, and this is especially true in mobile. When determining how to slice and dice online content for the mobile screen, hone in on the content that matters to your audience and make it compatible for their mobile viewing pleasure. For this content to be considered mobile compatible at least two requirements must be met. First, this content needs to be easily found and identified by the user upon initial visit and, second, it must be made native to the mobile screen. Simply shrinking pre-existing content, which then requires the mobile visitor to pinch and zoom to engage with information is a mobile property’s worst enemy. In fact, a recent study commissioned by Google found that 79% of mobile visitors that find a mobile site difficult to use would immediately leave to find a suitable replacement.
· Mobile is a “need to know now” medium. Unlike TV, Radio or PC, mobile users carry this Internet connected device with them at all times. This reality feeds our instincts for instant gratification, so it’s only natural that a mobile user is accustomed to immediately being able to access desired content or information. Within seconds, a mobile device can be leveraged to find the nearest food, access the latest sports scores, lookup tomorrow’s weather forecast, watch a trailer, or purchase movie tickets. To reproduce a successful mobile experience for your organic audience, their immediate asks must be met.
· Which is better, App or Mobile Optimized site? Depending on who you ask, there is an argument to be made for either as each format comes with an inherit set of benefits and limitations. When deciding on which to adopt, it is advised to let the content influence the decision-making. For example, apps are conducive to rich content experiences. Publishers with an audience who primarily consume video, music, images, and social media are more likely to reproduce a favorable mobile experience for their audience through an app. On the other hand, a well-designed mobile optimized site may be best suited for content that is research or task oriented. Whereas apps are largely utilized for consumption of media or leisurely browsing, mobile web audiences are typically on a mission in search of facts or specific information.
· Monetization of mobile is very possible. For most publishers reliant on ad revenue, low mobile CPM’s and ad fill rates are top concerns of this medium. That said, many publishers who find themselves in this situation can look to experience immediate gains by examining mobile monetization shortfalls and adjusting appropriately. For one, just because a site can be accessed from a mobile device does NOT make it mobile optimized. All too often I come across web based properties simply trying to milk their pre-existing ad demand by serving online formatted banners within mobile based viewing sessions. Plenty of mobile demand exists, but a “mobile first” ad serving infrastructure must be in place to start reaping these benefits.
Given that mobile traffic already accounts for 20% of all daily U.S. Internet traffic and, with sales of mobile devices also surpassing PCs, this shift in traffic from desktop to mobile is not destined to slow down anytime soon. For those ill-prepared to fully absorb this continual transition, the good news is that it’s not too late for publishers to adopt a successful mobile strategy, regardless if they are starting from scratch or purely looking to improve upon current framework.
Sometimes, we just want to kick back with a bucket of popcorn and watch a good movie. But there are so many questions that need to be answered first— What’s playing? Which theater should I go to? What time does the show start? Did the movie get a good review? Am I going to be able to get tickets? The list just goes on and on.
As mobile devices continue to act as our personal assistants, consumers are turning to their smartphones for answers to these entertainment-related questions. So, last month RadiumOne conducted a survey examining how consumers use their smartphones to make purchase-related decisions, such as researching which movie to see, viewing trailers, and purchasing movie tickets.
Our survey respondents indicated that they predominantly use the mobile web in a research capacity. Here was the demographic breakdown of those surveyed:
- 17.6% were aged 55+
- 46% were aged 35-54,
- 34.9% were aged 18-34
- 1.5% were under 18
56% of survey respondents stated that they use their phones to look up movie times, while 20% use their phones to watch trailers. Later, when asked why mobile users watch movie trailers on their phones, 50% again cited research as a decisive influence, suggesting that consumers are more likely to engage with interactive, contextual advertisements.
Thinking beyond the initial engagement, RadiumOne unearthed that nearly 79% of the audience explicitly prefer to purchase tickets on-location at the theater while 21% would rather buy them on their phone. Of that 21%, 16% feel safer making the purchase on a mobile app such as Fandango or MovieTickets.com. What’s more, advertisers and the entertainment industry would be interested to know that 63% responded favorably to purchasing tickets on their mobile devices ifthe option was presented to them after viewing a movie trailer.
With these insights in mind, it is imperative for entertainment advertisers to begin putting more thought into mobile creative to take full advantage of the mobile device’s native features.
Here are some additional suggestions gleaned from our research:
- Embed a calendar feature within the advertisement as a way by which consumers can remind themselves of times/dates of upcoming shows playing near them
- Our research shows that users are likely to buy tickets after seeing a movie trailer— include a call to action that redirects the user to purchase tickets on a mobile site
- Make sure to provide the ability to share the ad since personal recommendations are a major influence on purchase decisions. Advertisers can save money and build social credibility by leveraging sharing users as brand ambassadors that will excite other friends to see the movie
Advertisers should look at mobile as a clear choice for maximizing ticket sales during the holiday movie season. They need to perceive mobile as a primary tool for reaching audiences who make purchase decisions largely based on the research performed on their phones. The results of our research make it clear that consumers value relevant information, and more importantly, efficiency. By bridging advertisements and movie trailers with direct-purchase options, advertisers open up the possibility of tracking not only conversions, but also direct ROI.
When it comes to screen real estate, size matters. And, within the diverse landscape that is the mobile device kingdom, tablets continue to dominate in this respect. Certainly, the introduction of tablets into the daily lives of consumers has not only reshaped the way by which individuals interact with consumable brands, but more importantly how companies can more effectively engage their audiences and drive incremental sales this holiday season. There is much to be learned in the way of mobile user behavior, and while the industry continues to navigate its way through this complex ecosystem, RadiumOne positions itself as a thought leader in helping advertisers to take advantage of first party consumer data, transforming analytics into actionable intelligence.
In a recent mobile survey, RadiumOne set out to test several key hypotheses concerning tablet use by consumers. Specifically, the survey addresses audience engagement, device utility and temporal and environmental activity. While the expected results underlying each of these topics of interest might appear intuitive, RadiumOne challenges today’s conventional understanding of tablet behavior by going to consumers directly and stress-testing these assumptions in the field.
For example, participating survey respondents indicated:
- 45.9% use tablets for primary research
- 17.5% use tablets mostly for comparison shopping
- 39.5% use tablets most often in the evening
- 70.7% use tablets primarily in a home setting, 24.2% at both home and work
- 63.2% use tablets whilst passing time, while 28.7% use them while watching television
These statistics, although not entirely unexpected, should for all intents and purposes provide data-driven justification for how users engage with their tablets. In order to make use of this data, a framework is required. The audience and demographic profile of those participants in the survey will help place this information into context quite nicely. Provided that 76.7% of the surveyors were of the ages 35-55+ and that 68.5% of the sample population were women, a clearer picture emerges from the stats and figures above. For mobile savvy advertisers, these statistics confirm user behavior by what is surely one of the most sought after mobile audiences: women with discretionary income.
As the holiday season kicks into top gear, RadiumOne recommends, based on its survey findings, that advertisers should consider doing the following to best optimize their mobile campaigns and increase sales returns.
- Tailor ad creative to a parenting audience by including in-app holiday promotions and call-to-action buttons that allow the distribution of shared content across social networks
- Leverage the power of cross-platform interaction by synchronizing ad delivery at peak viewing times for both televised and tablet content
- Offer consumers a clean and efficient way to make purchases by providing one-click-buy, add-to-cart, or quick-step checkouts, either within the ad or presented directly thereafter
Advertisers have a myriad of tools at their disposal to broaden the audience funnel and drive consumer sales on tablets. When tablet based campaigns are combined with traditional mobile smartphone and digital media buys, cross-platform targeting will be advantageous in achieving key marketing and performance objectives, especially as holiday shopping continues to heat up.
By Gurbaksh Chahal, Chairman & CEO, RadiumOne @gchahal
The team at RadiumOne has been focused on building best-in-class ad solutions for our brand and agency partners. Over the past 18 months we’ve been heads down, building and integrating some of the most innovative social apps and sharing tools into our platform, combining a programmatic buying approach with our big data and ShareGraphTM intelligence layer.
Today, we want to call attention to one of the most exciting innovations we’ve seen in the digital ad space in the past few years - the launch of Facebook Exchange (FBX). Personally, when I first heard about FBX, I thought it was genius. It got our company thinking of how this could further serve our customers.
With this backdrop, and the successful completion of FBX integration, we’re pleased to announce that RadiumOne is now expanding our ShareGraphTM intelligence layer into FBX. Our team is honored to be part of FBX and we are excited by the potential this brings to our customers.
FBX’s inventory is massive and highly valuable for advertisers. By combining existing ad buys with real-time Facebook inventory, advertisers will get near instant campaign performance. This means a more holistic conversation with consumers on the web and Facebook – it’s the complete audience approach.
RadiumOne reaches 25 billion impressions each day across the web and Facebook, to deliver the most targeted audiences for our advertisers. Our initial experiences with FBX suggest that their inventory works incredibly well. Context plays a large part of their success: Facebook ads are not intrusive, and consumers inherently value Facebook’s content - a perfect combination for our Fortune 500 advertisers.
We are excited to integrate Facebook into our social advertising platform and offer advertisers access to entirely new opportunities for display and mobile ad solutions. We make big data work for our customers by leveraging the 10 billion+ proprietary sharing events we see each month from 700 million global users. When we pair that data with our ShareGraphTM audience intelligence, we are able to deliver campaigns to the right audience across the web, mobile and Facebook. The addition of Facebook (which accounts for nearly 25% of web use) will provide a complete audience picture across the web. It’s a big win for us, and an even bigger win for our customers.
Although we have just begun our integration with FBX and these are still the early days of programmatic buying on Facebook, our team has over 30 years of combined expertise in the data landscape and we are implementing our best practices rapidly. We are truly impressed with the FBX team, and it’s a real pleasure to collaborate with a likeminded group that takes pride in providing innovative ad solutions for brands. We are looking forward to many more great innovations and the continued success of our advertisers.
The planes, trains and automobiles holiday travel rush is officially on! The airports are already bustling with holiday travelers and cranberry sauce and pumpkin pies are disappearing from grocery stores. And just today I received three “holiday special” emails from the same website. Sheesh! Black Friday is just four days away. But the biggest shopping day of the year, Cyber Monday, is right around the corner.
Shopping on Cyber Monday offers customers great perks like free shipping and amazing discounts. This year, more than ever before, we think social sharing will play an important role in online shoppers’ purchase decisions. We know that people share the products they love with their social networks. With access to social sharing data from around the web, we have put together an infographic full of projections about Cyber Monday—from the devices users will be sharing from to which products will be piled under the tree.
Cyber Monday 2012 is on track to break spending records this year, and hopefully sharing records too! We won’t know the results of the big day for a while, but here are our predictions.
Mobile smartphones for today’s consumers are what Swiss Army Knives have long been for outdoorsmen—a multi-functional tool, whose features are used both for utility and for enjoyment. And while the everyday battles of urban survival may seem trivial, smartphone users’ behaviors continue to suggest that mobile applications play a significant role in the day-to-day bustle. From playing the latest trending games and watching hot off-the-press videos, to deep dive comparison-shopping, mobile users engage with and consume content in a number of ways.
Last month, a survey of Generation C mobile users conducted by RadiumOne found new insights into the ways that consumers are responding to and interacting with mobile advertisements.
Research highlights include:
- 47% of respondents indicated they have clicked on a mobile advertisement
- 55% have made a purchase on their mobile device in the last 6 months
- 35% have used mobile payments in-store
- 55% have used their mobile device to comparison shop at least once per week
Mobile has also reinvigorated the sharing of coupons and offers with family and friends. When asked how frequently these mobile shoppers share coupons, sales, and promotional offers with their direct social networks and family members, just shy of half of the surveyors said they used their smart phones for this purpose approximately 1-6 times per month. This shows that sharing offers is not only a phenomenon of face-to-face interactions and desktop display channels, but it is also happening at an increasing pace on consumers’ mobile devices.
Generation C, which is comprised of adults 18-34, pro-actively leverages mobile advertisements as a form of peer-to-peer sponsorship for certain products and sales offerings. A whopping 79% of respondents revealed that mobile purchases are largely driven by personal recommendations and sales based content. This observation in and of itself should capture the attention of advertisers strategizing their next mobile campaign. These statistics overwhelmingly support the broad impact social influence continues to have on mobile platforms. With tools such as RadiumOne’s audience amplification technology, ShareGraphTM, advertisers can leverage their current consumers as brand ambassadors to promote products more robustly and contextually. Strong media partners who possess access to first-party data offer a competitive advantage in delivering mobile-based campaigns, as they are able to act and make decisions in real-time.
The same study also took a deeper dive into consumers’ common smartphone behaviors. Turns out, there isn’t equality among the apps. The survey found that for a majority of users, mobile apps act as a direct substitute for traditional forms of entertainment. The two most popular app categories were gaming and entertainment and social networking.
As Generation C continues to rely on their phones more and more, there is no doubt that their tastes will be refined and advertisers will create new ways to interact with this growing audience. Advertising campaign messages and branding schematics applied to traditional and display campaigns may in fact have to be re-directed to suit the tastes of the next generation of mobile consumers.
There’s no escaping the fact that mobile marketing and m-commerce are on the rise since 66% of smartphone owners use their phone to aid them when shopping[i] and 25% of smartphone owners said have made purchases on their phone in the last week[ii]. Advertisers need to make sure they are up to speed on the best practices for mobile advertising and optimizing their web presence.
For those already on board with mobile advertising, make sure to run with Rich Media creative. Mobile is all about engagement; so don’t be shy about using the native functions of the smartphone to engage consumers with your brand, products and offers.
- Use push notifications to let users know when they are close to your store.
- GPS locators are great for retail stores—brands like Starbucks, Target and Goodyear use this creative functionality to drive in-store traffic.
- Include the option to set calendar reminders.
- This functionality is great for entertainment clients that want to remind fans to watch upcoming movies and shows, or for retailers to remind customers that a sale is starting or announce that a new product is available.
- If you have an app, increase interactivity by implementing a rewards or loyalty program.
- Consumers will be more excited to keep spending with you if they are getting something in return.
- Apply audio and video to grab attention and make your offer more appealing.
- Audio and video complement cross-platform campaigns, especially for new product launches as they can align with radio and television advertising respectively.
Also, make sure ads are built in HTML5 when possible—this will lower the cost of creative and you will be able to run the ad on both mobile and display.
Outside of advertising on mobile platforms, there are two distinct ways for brands to better connect with mobile consumers—mobile optimized sites and branded apps. Any brand ignoring mobile optimization risks losing revenue as 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site and 57% of consumers will not recommend a business with a poorly designed mobile site[iii]. And, although users prefer to shop on the mobile web, apps are important too. This is especially true for retailers; 43% of mobile consumers have downloaded retail apps to shop[iv]. As mobile usage continues to grow, so will these numbers.
Developing a mobile marketing strategy can seem overwhelming. Some savvy mobile platforms will create alternatives to the above options as an added value if your creative development resources are limited. Instead of going without a mobile presence at all in Q4, partner with someone who can solve your cross-platform media needs. The efforts will keep your brand top of mind among mobile audiences and boost sales as m-commerce continues to skyrocket.
- Use push notifications to let users know when they are close to your store.
Multi-screen advertising is too powerful for advertisers and brands to overlook anymore. TV, the original screen, is an effective way to help build brand awareness, but the “spray and pray” method leaves many metrics to be desired. Desktop display fills the void of unknown audiences, as there are a bevy of targeting technologies and ability track ad impressions, engagement and ultimately ROI. And then there is mobile. Smartphones and tablets are the newest and final pieces of the multi-screen puzzle that some advertisers are hesitant about. As with any new platform, mobile brings confusion and anxiety to the marketplace, but it also brings new opportunities and the potential for huge rewards.
According to eMarketer, mobile spending will rise 62% in 2012, and for good reason. Mobile marketing provides advertisers the sole opportunity to connect with consumers already in the purchase mindset: in-store and researching products for the last time before making a final purchase decision. Brands should take advantage of the devices’ native capabilities such as GPS and search as well as the high user engagement rates with mobile creative and the availability of cross-platform social sharing data.
Brands still wary of mobile advertising need to realize that 47% of media is now consumed on smartphones and tablets; 44% of Americans own smartphones; mobile adoption rate is at 120% in the US; and 80% of smartphone owners don’t leave home without them. These numbers can’t be ignored.
While it’s no doubt that TV and desktop display still capture a decent amount of our attention, any brands not utilizing mobile advertising solutions are handing consumers over to the competition on a silver platter. A retailer’s mission is no longer just to get consumers into a store. Now, more than ever, they are challenged to be the product of choice wrung up at the register. With smartphone devices in their hands, shoppers are able to compare prices, read reviews, locate a store with the product in stock or order the product to be shipped to their home from virtually anywhere.
This past August, Google released a study that revealed not only are consumers more engaged on smartphone devices, but also that they often switch between devices throughout the day. Users shift between multiple screens in two ways—sequentially and simultaneously. Simultaneous usage involves using more than one device at the same time for either a related or unrelated activity. Smartphones are most frequently used with another device. Sequential usage, however, is moving from one device to another at different times to accomplish a task. The top activities most commonly performed sequentially between two devices are browsing the Internet (81%), social networking (73%), shopping online (67%) and searching for information (67%).
The multi-screen experience is growing rapidly among millennials, making it imperative for brands to focus advertising across platforms, especially since 34% of the time users will just grab the closest device to complete a task. By creating a marketing strategy that encompasses all four screens, advertisers can be more certain that the right audience will be exposed to their messaging. And, by leveraging data from both display and mobile, brand marketers can amplify consumers down the purchase funnel.
Gurbaksh Chahal, CEO of RadiumOne will be discussing the possibilities and the power of the “Open Web” and how these open web sharing connections can lead to better targeted ad campaigns and ultimately, the monetization of social sharing. But, in order to unleash this kind of knowledge we need votes, and lots of them! Check out our session description below and if the topic sparks your interest, follow the instructions below and cast your vote so we can be bi-winning!
#Winning w/ Social Advertising on the Open Web
- Discover the relatively untouched world of the “Open Web.” On this “Open Web” we spend approximately 80% of our daily browsing time and share 13 billion items of content everyday. Gurbaksh Chahal will discuss strategies and methodologies on how advertisers can leverage this social sharing data from the Open Web and begin generating a higher return on their social media, search and display investments.
How to Vote in Three Easy Steps:
- Go to http://panelpicker.sxsw.com/ and sig up for an account or simply log in.
- After logging in, search for RadiumOne.
- Then cast your vote by choosing the thumbs up sign next to the title and you’re done!
Thank you for your consideration and vote. We here at RadiumOne look forward to seeing everyone next year!
RadiumOne is excited and honored to be chosen by the Data 2.0 Summit as one of the Top 100 Innovators in the cloud data space. Each year, the summit community and organizers choose 100 companies with the top cloud data products in their industry, or that have exemplified outstanding thought leadership, are ahead of the curve in developing potentially disruptive products and services or who are investors who help facilitate the new data economy.
The list covers Data 2.0 sectors such as online advertising and targeting data, social data, open government data, and API infrastructure. RadiumOne was recognized for its innovative products in advertising and targeting data.
We’re delighted to be recognized among such innovative fellow innovators as Cloudera, Experian, Twitter, and Google Data.
The Data 2.0 Summit brings together participants from more than 200 tech companies to discuss the new online data ecosystem of APSs, social data, geo data, data-as-a-service and big data. This year’s conference, which takes place April 3 in San Francisco, will explore thought leadership discussions on cloud data and how companies are building on top of and investing in a long-term foundation of social data, open government data, business intelligence data and customer data.
RadiumOne’s founder, chairman, and CEO, Gurbaksh Chahal, will be speaking at the Data 2.0 Summit.
Congrats to the RadiumOne team for this year’s Top 100 recognition, and many thanks to our investors, partners and customers.