Nielsen research results show smartphone ads are getting the job done and send the message to the right people.
Results from a recent Nielsen research study are supporting the use of mobile marketing campaigns. As it turns out, the data indicates that these ads are highly effective in reaching targeted consumers.
In fact, some forms of mobile marketing ads are as effective – if not more so – than desktop advertising.
As this type of insight regarding mobile marketing campaigns is produced by more research firms, it is expected that spending on this advertising channel will keep rising. While some have said that this will be to the detriment of desktop ads, others have predicted that it’s more likely to impact more traditional methods of advertising – such as TV and print – before it reaches desktop.
Nielsen’s study on the effectiveness of this method analyzed data from 40,000 mobile marketing campaigns.
Those mobile advertising campaigns occurred at any time between April 2016 and June 2016. They were presented over a spectrum of mobile apps, websites and digital services. What Nielsen found was that this technique allowed the ads to reach 60 percent of their targeted consumers. That represents an improvement of 29 percent when compared to the same time during 2015.
The study went on to reveal that the effectiveness of mobile ad campaigns has a greater effectiveness for reaching:
• A more targeted audience – The campaigns targeting consumers aged 18 to 34 years successfully reached them 63 percent of the time over mobile. Comparatively, the rate over desktop was 53 percent. The Nielsen report suggested that this was due to the personal nature of mobile devices and the shared nature of computers.
• Women – Campaigns targeting women aged 18 to 49 years old were successful in doing so 53 percent of the time over mobile. Over desktop, that figure was 45 percent.
As shoppers use their smartphones to an increasing degree, mobile marketing campaigns are able to better reach their audiences. This allows for the placement of ads that are more relevant to consumers and will likely increase the use of this advertising channel, said Nielsen.
The latest smartphone statistics are showing that advertisers can’t use a one size fits all mentality.
Smartphones are rapidly becoming one of the best ways for brands to be able to communicate an interact with consumers in a relevant way, as mobile marketing techniques become better understood and employed, but marketers are discovering that there is no single solution to reaching everyone.
There are massive opportunities through smartphone advertising, but a cookie cutter strategy does not exist.
While promotions and ads over smartphones can be extremely effective in emerging markets, mobile marketing firms have come to note that when focusing on emerging markets, they must not only work on engaging consumers, but also in converting new customers. Among the emerging markets where the growth has been greatest are Latin America, the Middle East, Africa, and the Asia Pacific region. In those markets, mobile ad revenues have risen by over 60 percent, year over year.
It is clear that these are very promising areas for mobile marketing, provided that it is done correctly.
The latest projections are that these markets will make up the majority of mobile connections within three years from now. Marketers are boosting their advertising budgets in order to focus on these customers and reach them through their smartphones. This is especially true in the areas in which there is a rapidly growing middle class. The reason is that it is building the number of people who have a disposable income.
In these emerging markets, the use of mobile devices is considerably greater than that of laptops and desktops. In fact, smartphones are used broadly over tablets. The reason is that they did not have the infrastructure or disposable income available for widespread computer use as developed nations saw those machines become ubiquitous. Therefore, targeting consumers over smartphones is essentially the only way to go when it comes to digital marketing in those regions.
The key is to avoid the belief that mobile marketing in the West and in these markets can be conducted in the same way. Duplicating campaigns leads to a direct failure in emerging markets, nearly every time.
