Tag: smartphone ads

Mobile ads at Apple may be based on what you can afford

| July 22, 2015

The tech giant has now patented a tool that would display advertisements based on how much money a user has.

Reports are now showing that Apple has patented a new tool that would make it possible for mobile ads to display only products and services that should be considered affordable to the individual user of that device, according to their own banks.

This mobile marketing strategy would target people based on their incomes and credit card balances.

It is already common practice for marketers to obtain information about the kinds of products that smartphone and tablet users have the greatest likelihood of purchasing based on the sites that they visit and other interactions that they have with their devices. Physical location, gender, and age can all play an important role in decision making when it comes to the types of products and services that you will buy, and they will also impact the kinds of ads that will be displayed on your device screen. However, this type of information could soon have an even larger influence on the mobile ads that you are seeing than has been the case in the past.

The idea is that the mobile ads won’t just be for the types of things that we want, but for what we can actually afford.

Mobile Ads Based On What You Can AffordAfter all, if someone has a budget of $100 available to them, then serving them a mobile advertisement for a $900 outfit won’t do anyone all that much good; not the consumer and not the advertiser.

Now, Apple has received a U.S. patent in order to try to repair this issue. They intend to do this by checking into the credit card balance of a user in order to be able to display mobile marketing that is more appropriate to their available funds. The description and illustration of the patent that was granted by the U.S. Patent and Trademark Office, described it as a “method and system for targeted advertising of goods and services to users of mobile terminals.”

It looks as though it would have to be an opt-in program (though that is not necessarily confirmed), to ensure that those individuals will be shown mobile ads only for products and services that they will be able to afford, based on their own banking information.

In-store visits see 80 percent increase from mobile ads

| June 11, 2015

Within the first day of viewing, these smartphone advertisements generate considerable consumer response.

As mobile ads move from being in their early infancy toward the next phase in their maturity, many companies and marketers are still scrambling to try to find the right metrics to be able to measure their effectiveness.

A new report has now revealed that these smartphone and tablet ads can have a large affect on consumers.

The report was issued by NinthDecimal, a mobile intelligence firm based in San Francisco. What it revealed was that mobile ads that were having an impact on the behaviors of the consumers who saw them, and that this affect was on the rise. The study used data from 2014 in the second and fourth quarters . It measured advertisements displayed through Android and Apple apps, though not those that were displayed by way of web browsers. What was shown in The Mobile Audience Insights Report was that within the first day following the viewing of a mobile advertisement, there was an increase of 80 percent of in-store visits.

The report states that this helps to reveal more about the impact of mobile ads, which had previously gone unmeasured.

Mobile Ads increase in-store visitsIn order to come to this conclusion, NinthDecimal both developed and used a Location Conversion Index, which it calls the first ever measurement of the real world behaviors that are the result of engagement over mobile advertisements. According to the company, it based its data on the results and actions of 1535 mobile users who were selected at random, on top of billions of different data points from campaigns that its clients ran on its platform.

What the outcome of the data analysis found, said the report, was that while the impact of mobile advertising can be a considerable one, it is not consistent from one industry to the next nor is it the same from one store to the next. Distance to the nearest store location also plays a role in the outcomes that were measured.

Interestingly, retail mobile ads, for example, were able to generate the greatest results for driving consumers into brick and mortar shops when those shoppers were already between 2 and 5 miles away from the store when they saw the ad. That represents a success rate that was 24 percent better than the average.