Mobile Marketing

Category: Mobile Marketing

Travelers feel that mobile ads may lack relevancy

Dan Gendro | December 4, 2014

These consumers are also concerned about spam when it comes to the smartphone based marketing they receive.

Research conducted by On Device on behalf of MobPartner has now revealed some interesting insight with regards to the way that mobile ads are being used to reach travelers and what those consumers feel about this advertising.

The study was conducted earlier this year with the participation of 1,000 device using travelers.

The research looked into the way that travelers engaged in the planning and research of their trips on their laptops, smartphones, and tablets, particularly when it came to the receipt of online and mobile ads. What they determined was that nearly two out of every five respondents to the survey stated that they were reluctant to click on mobile marketing advertisements as they have concern that it could potentially be spam.

Among the respondents, 33 percent felt that the mobile ads that they received were not relevant to them.

Mobile Marketing - Travelers In fact, the vast majority of the respondents to this research were not among those that felt that mobile marketing was effective. Only 17 percent claimed that they felt that the mobile advertising that they received was effective. Another 52 percent were uncertain as to whether or not they felt that it was effective.

Among the most important factors in the creation of mobile advertising as a channel that travelers will take seriously is in the familiarity and comfort components with the brands themselves. The study determined that one in three smartphone users would be willing to click on a digital ad if they believe that it was created by a brand that they trust. Moreover one in four of those respondents said that they had then made a purchase from that brand after having clicked their ad.

When it came to mobile ads that used video instead of just static display content, the advertisements that were viewed over smartphones and tablets the most frequently were those that included video (33 percnet0. However, when travel brands featured apps or mobile games, they generated a recall value of 32 percent. Regardless, the largest common opinion that seems to continue in the minds of travelers with respect to mobile marketing as a whole appeared to be doubt.

Apple works to boost its mobile marketing with sale of automated iAds

Julie Campbell | December 1, 2014

“Programmatic” ad purchases are being accepted by the tech company and its partners.

Apple and a slew of partner companies have now made the official announcement that the iAd network has begun accepting “programmatic” mobile marketing ad purchases, in a move that has thrown Apple in direct competition with a range of other smartphone and tablet based advertising services.

The initial intention of Apple to begin its automated iAds program had been leaked a few days ahead of the official launch.

This leak occurred when Rubicon Project, one of the Apple partners, accidentally made an early publication of its press release. However, the official announcement of the iAds mobile marketing advertising came at the end of last week, on Friday, with the official debut of its new automated system. There are a number of other partner companies other than Rubicon Project. They include MediaMath, The Trade Desk, and AdRoll tech companies.

This mobile marketing system will involve the integration of a number of platforms with iAd Workbench tools.

Apple - Mobile Marketing The tools make it possible to reach consumers in a targeted, cross-device mobile advertising campaign. The focus is specifically for iPhone and iPad users, which are known to be the shoppers that make the largest purchases online over their devices.

This represents a considerable change in the mobile advertising inventory from Apple. It makes it possible for iAds to be purchased and sold within an open marketplace, which will simplify the process for marketers to be able to purchase audiences. Through the use of programmatic buying, it becomes possible for marketers to be able to use auctions to bid on the placements of their ads. This process has already shown to be popular over other ad networks.

When AdRoll made its announcement as a partner in iAds, it explained that customers will be capable of conducting their campaigns by way of “Apple’s proprietary, privacy minded consumer data sets gleaned through iTunes.” Advertisers will have the tools that they need to build a campaign, to update it, to obtain analytics, and to manage bids throughout iAd by way of the partner third party platforms.