How location became the tail wagging the future of mobile
ad creative
Mobile is unique to other advertising channels. Its
connection to real-world behavior makes an ad’s context, content and creative
critical to its success.
According to eMarketer, time spent on mobile devices has
grown by an impressive 529 percent since 2010, surpassing all forms of
traditional media including television. It should come as no surprise that
mobile ad spend is expected to surpass desktop for the first time this year.
We know that location-informed mobile campaigns yield
powerful results. Campaigns that leverage location-based targeting outperform
those that do not.
In fact, mobile campaigns generate three times the amount of
foot traffic and produce a 27 percent increase in sales on average, according
to our data.
Looking at the most successful location-informed mobile
campaigns over the past 18 months, it is clear there are several creative
techniques that drive more traffic to the aisles, showrooms and tables of
advertisers.
Here is a snapshot of what works best for advertisers on
mobile.
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