Introduction
Joining GreenhouseGroupM has provided me with an opportunity to delve into the world of integrated media strategy from a mobile perspective. Mobile devices have revolutionized the media landscape, altering consumer behavior and presenting advertisers with new opportunities. In this blog post, we explore how advertisers can maximize the potential of mobile by understanding user behavior, leveraging data-driven targeting methods, creating engaging content, and adapting to the changing agency landscape.
Understanding User Behavior and Micro-Moments
In today's mobile-first world, users demand instant access to information. They rely on their mobile devices to make decisions, discover new things, and accomplish tasks. However, mobile usage varies among different users and generations due to our fast-paced lifestyles and constant connectivity to the internet. This has necessitated adjustments in social media, TV, OOH, radio, and other media to cater to on-the-go content consumption. To tackle the challenges posed by fragmented user behavior, advertisers must embrace micro-moment analysis, which enables them to tell a cohesive story across channels, devices, and formats. For example, millennials exhibit specific mobile behavior, checking their phones within minutes of waking up, before going to bed, and over 20 times a day (smartphone revolution). Alibaba's Singles Day, where 73% of purchases occurred on mobile within the first hour, highlights the significant impact of mobile on consumer behavior (BBC Business, 2021).
Data-Driven Targeting Methods
Advancements in technology have allowed advertisers to follow users across devices and channels, leading to more precise targeting. Deterministic targeting, which utilizes thousands of data points collected through data management platforms (DMPs) and login-based targeting, enables advertisers to create tailored brand experiences. Giants like Facebook, Apple, and Amazon have expanded their services and data collection capabilities, enticing more users and offering robust packages to advertisers. Conversant, for example, has leveraged DMP technology to follow niche audiences across devices and channels, resulting in higher conversion rates and opportunities for look-alike targeting. However, concerns about targeting intrusiveness and ad blocking persist, necessitating a balance between effective targeting and user experience (Deloitte Touche Tohmatsu Limited (“DTTL”), 2022).
Engaging Content for Mobile Audiences
As the shift from desktop to mobile traffic continues, brands must adapt their content strategies to maximize engagement. Photo and video content now dominate online consumption, particularly on social networks. Platforms like Facebook and Snapchat have millions of users sharing visual content daily. Mobile apps provide convenient access to such content, and brands must ensure its relevance to their target audience, fostering preference and engagement through likes, shares, and comments. However, younger audiences have become more aware of media intrusion, leading to increased ad blocking. Publishers have responded by embracing native advertising formats, which seamlessly integrate with editorial content and are less affected by ad blockers. Studies have shown that native ads generate a 53% increase in purchase intent compared to traditional banner ads (Dedicated Media Marketing, 2020).
Adapting Agencies to the Mobile Landscape
The impact of user behavior and content strategies has transformed the advertising landscape, prompting media agencies to adapt their services. A significant portion of new ad investments is specifically targeted for mobile, with mobile-specific offerings emerging within agencies. Global media agencies, including WPP, have invested in trading desks and programmatic technologies to harness the power of mobile inventory and real-time bidding. Looking ahead, the rise of the Internet of Things (IoT) will bring even more significant changes. Advertisers will have access to a wealth of data from connected devices, enabling advanced ad formats, geo-fencing, location-based targeting, and improved analysis tools. Agencies must stay informed about privacy regulations and educate advertisers on making impactful decisions to effectively navigate the evolving mobile landscape.
Conclusion
In this era of mobile dominance, advertisers must embrace the opportunities and challenges presented by shifting user behavior, data-driven targeting, engaging content strategies, and agency evolution. By understanding user behavior, leveraging precise targeting methods, creating compelling content, and staying ahead of emerging trends, advertisers can adapt to new consumer behaviors and make impactful decisions. The mobile landscape continues to evolve, and agencies must navigate the ever-changing digital landscape with an in-depth understanding of user control and privacy regulations, ensuring a seamless mobile experience for both brands and consumers.
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