As a marketing professional, I spend a lot of time learning and educating on digital trends.
With the current rate of growth, mobile marketing has been one of the most exciting to monitor. The data on user adoption is changing almost daily, with consumers actively changing the way they consume, share, and publish. To keep up with these changes, brands and media companies are regularly making advancements that impact our industry.
For this column, I spent some time with my agency’s mobile strategy team to define the top four current trends.
More Data Capture, More Targeting
Advertisers have been able to target by location, content, and demographics for some time now. Recently “social targeting” and retargeting across
mobile-enabled platforms has emerged. The new capabilities represent a significant opportunity to hone ad delivery. They also allow for greater customization of messaging. •Social targeting (e.g., partners like LocalResponse, Twitter, and Facebook): Scrapes social conversations tied to
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location to target users. Great for determining very specific communication opportunities. •Retargeting (e.g., partners like Tapad, BlueCava, and Adelphic): Uses connected devices that require registration to trigger usage patterns. Technology can then serve ads based on data collected. The “Holy Grail” will be a connection point and solid data capture between all digitally enabled platforms (desktop, IPTV,
phone, and tablet)…but you can’t be too greedy.
Content Is Adapting
Read more: ClickZ
Say Media Debuts Content Ads
Say Media is among the latest online publishers to adopt a “viewable” impressions standard for display ad campaigns.
The company, which operates a network of sites spanning categories like fashion, technology and food, has introduced a new ad format based on a cost-per-exposure pricing model that charges only for ads visible within a user’s browser.
The new Content Ads from Say Media use technology are developed in-house to recognize when an ad unit is viewable and are geared toward small and medium-sized businesses running ads against endemic content within its network.
Earlier this year, comScore released research based on a study of a dozen brand campaigns showing that nearly a third (31%) of online display ads are never seen. Studies by AdSafe and others have estimated that figure to be even higher.
Ads may not be seen for a various reasons, including a slow-loading ad, users not scrolling down far enough on a page to see an ad “below the fold,” or other technical causes. Say Media’s new ad format and exposure-based ad pricing coincides with a broader industry push to shift from the traditional “served impression” for campaign reporting to the viewable impression as part of the “Making Measurement Make Sense” (3Ms) initiative.
The effort by the Interactive Advertising Bureau, Association of National Advertisers and the 4As calls for a set of standards for measuring viewable exposures, among other things.
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