DATE: JULY 2014
CATEGORY: COMMUNICATION, CONSUMER BEHAVIOR, TECHNOLOGY,

MOBILE ADS: REACHING CUSTOMERS ON THE GO


Timothy McAuliffe

Smartphones currently make up more than two thirds of the U.S. mobile market, making the opportunity for businesses to reach consumers on the go not only readily available, but also a necessity.
 

Television Has Met Its Match
Mobile devices – smartphones, in particular – have dramatically changed the landscape for advertising. With the exponential increase in smartphone penetration, which grew faster since inception than any other advertising medium in history (eclipsing even television), mobile advertising revenue is forecasted to double YOY well into 2016 and beyond. Brands that are not taking advantage of the rapidly evolving mobile ad space are missing out on opportunities and likely losing ground to their competitors.
 

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Graph Source: KPCB
 

Mobile-Minded
Mobile advertising has given brands the unique ability to target customers in new, even more personal ways and take geo-targeting to the next level beyond the anchor of the desktop. These brands are able to geographically target customers who are already out and about by creating a geo-fence around a certain area and displaying ads to consumers only within that designated radius and, now, by proximity.

The ability to communicate with customers has changed from using a metaphorical shotgun to a sniper rifle. Small iBeacons, or electronic transmitters, can be placed at store locations to provide customers who pass by with relevant information regarding their products. A customer can enter a geo-fence and receive ads related to a brand or store without even having stepped foot inside, and once they do, can automatically be sent a coupon on that specific product.
 

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Get Moving
To ensure that they are at the cutting edge of these technologies, brands need to work with partners who have the experience to help them navigate the mobile platform deluge. Oxford Communications utilizes dozens of platforms across our client base, finding the right mix of messaging and delivery to promote brands and drive acquisition. Developing a healthy mix of customer communications via mobile devices and integrating these with other media channels for a 360° approach has proven to be the most successful strategy in achieving measured goals.  
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