Changes and evolutions in technology have drastically changed the advertising industry as a whole. With mobile devices such as smartphones and tablets becoming more and more embedded into digital infrastructure, brands are embracing mobile advertising as a critical component of their marketing strategy. Furthermore, new technologies and platforms are revolutionizing the way businesses reach and engage with their target audiences.
Advances in digital marketing technologies are helping brands reach their advertising goals more efficiently than ever before. Here, we break down some of the technology-backed tools that can help your brand efficiently meet the needs of your audience and build personalized re-engagement strategies at scale.
Advanced Targeting Capabilities
With the help of machine learning and artificial intelligence (AI), mobile advertising platforms can now target users based on their location, behavior, interests, and demographics. This means brands can deliver highly targeted and relevant ads to their ideal audience, increasing the chances of conversion. Targeting audiences on mobile takes the guesswork out of the marketing equation and lets advertisers create laser-focused ad campaigns.
Advances in location-based targeting has been an extremely helpful tool for app marketers in recent years. In fact, 9 out of 10 marketers have said location-based advertising helps them generate more sales. Not only does location-based marketing technology help marketers win business, it also improves their customer relationships. At YouAppi, we help brands incorporate location-based advertising into their marketing strategy in order for them to better understand customers’ needs. This allows them to deliver those needs in real time and boost customer engagement.
Highly Personalized Advertisements
Mobile advertising technology has also enabled businesses to personalize their ads based on a users’ browsing and purchase history, making ads more relevant and engaging for the user. Over 70% of consumers agree they would prefer ads that are personalized to their interests and shopping habits. Creating campaigns that are specific to individual customers increases the likelihood of a user converting.
Personalization allows advertisers to speak directly to the needs and desires of their target audience, making it more likely that the ad will capture their attention and motivate them to take action. For example, if a user is in college, then an advertisement about spring break deals or new clothing will be extremely relevant to them. This establishes a connection between the brand and the individual, which can improve brand loyalty and increase customer lifetime value.
In addition, personalization can help advertisers optimize their campaigns by delivering the right message to the right person at the right time. By leveraging data on consumer behavior and preferences, advertisers can make informed decisions about targeting, messaging, and creative to maximize ROI. Overall, personalization enhances the effectiveness of advertising campaigns, improves customer engagement, and increases sales and revenue for the advertiser.
Interactive Ad Formats
Technology has also enabled the development of new ad formats, such as interactive ads, that allow users to engage with ads in a more meaningful way. Interactive ads invite consumers to physically engage with an ad immersively, turning traditional advertising into an activity. They are a great way for a brand to engage with consumers directly, encouraging them to act, rather than passively view an ad or ignore it altogether. Incorporating these kinds of ads into a brand’s retargeting strategy can lead to higher conversion rates and increased brand awareness.
An example of an interactive ad format is video. Interactive video ads can drive a 47% lift in time spent with the ad, compared to non-interactive video ads. This makes this ad type 32% more memorable than standard ads, with a nine time higher impact on purchase intent. Other types of interactive ad formats include rewarded and playable ads. These ads are more engaging and therefore harder to skip over than a traditional advertisement.
Real Time Optimization
Mobile advertising platforms can now optimize ad campaigns in real-time based on performance metrics, such as click-through rates and conversions. This means businesses can quickly adjust their ad campaigns to improve results and maximize ROI. By leveraging machine learning capabilities, every campaign can gain access to immediate, direct feedback based on consumer actions. These real-time data analytics allow marketers to consistently improve the user experience.
Naomi Shebah, YouAppi’s Director of Programmatic, weighs in on the value of real time optimization saying, “Utilizing these real-time learnings, allows us to manage more accounts and focus manual optimizations toward additional strategies and growth opportunities.”
Real-time data can also help advertisers understand how consumers are engaging with their ads and adjust their creative in real-time to improve performance. App marketers can look at user drop off points in their conversion funnel and re-engage consumers at the optimal time. They can also use this data to optimize their ad delivery. This type of real-time information can help advertisers to identify which channels and ad formats are driving the most engagement and conversion, and combat user churn.
Takeaways of Leveraging Tech to Reach Advertising Goals
Advances in technology are transforming mobile advertising, making it more effective and efficient for businesses to reach and engage with their target audience.
- Advanced Targeting Capabilities: With the help of machine learning and artificial intelligence (AI), mobile advertising platforms can now target users based on their location, behavior, interests, and demographics. This means brands can deliver highly targeted and relevant ads to their ideal audience, increasing the chances of conversion.
- Highly Personalized Advertisements: Mobile advertising technology has also enabled businesses to personalize their ads based on a users’ browsing and purchase history, making ads more relevant and engaging for the user. Over 70% of consumers agree they would prefer ads that are personalized to their interests and shopping habits.
- Interactive Ad Formats: Technology has also enabled the development of new ad formats, such as interactive ads, that allow users to engage with ads in a more meaningful way. Interactive video ads drive a 47% lift in time spent with the ad, compared to non-interactive video ads.
- Real Time Optimization: Mobile advertising platforms can now optimize ad campaigns in real-time based on performance metrics, such as click-through rates and conversions. This means businesses can quickly adjust their ad campaigns to improve results and maximize ROI.
