Mobile ad spending in the US is one of the fastest growing marketing sectors. With explosive smartphone growth and buzz surrounding rock-star-status devices, such as the iPhone, Blackberry and Google’s Android platform, it’s no surprise mobile advertising is surging. In 2010, mobile advertising grew by 79 percent to $743.1 million and is anticipated to break $1 billion in 2011.
Now that mobile advertising has been integrated into many popular smartphone devices for some time, users and brands have had a chance to get to know one another. A recent Yahoo! and Nielsen study reported nearly across all sectors (including personal care, home, travel, tech, entertainment, etc), users seek brand advertising that is:
- relevant to interests
- graphical / multimedia
eMarketer points out the graphical / multimedia element contrasts with Apple’s iPad research, which was the basis for its iAd platform. However, when we look at successful mobile ad campaigns, they touch upon most of these points, not just one.
So where should marketers market on mobile devices? “Applications are huge and they’re going to become a lot more bigger as tablets emerge on the scene,” Kathryn Koegel, chief of insights at Primary Impact said to Mobile Marketer. There are 56 million U.S. mobile application users, and each application tells something about the user, which can help marketers target specific user pyschographic traits.
In the case of Dunkin Donuts, the Weather Channel app enabled the brand to bring informative, relevant, simple, branded and engaging ads to users. The breakfast chain used the Weather Channel’s app to promote its sausage pancake bites.
The ad, detailing the value of the pancake bites, directed users to a page where they had to shake the device to find the two “great tastes” in each bite. After shaking the device, users were directed to a call-to-action: a form to find their closest participating DD to get the bites.
Apps, like the Weather Channel can promote weather-sensitive items, such as tanning lotion or burkas. The ads themselves, as Neilsen’s study shows, the ad must tell the users something they didn’t know before, such as a new product feature or a new discount; be relevant to the users situation, as in DD’s case it was a store finder; simple, as the ad must take as few steps as possible; and engaging, which in DD’s case was shaking the device.
For mobile marketers, the objective isn’t to just be informative or just use multimedia. It’s about tying all of these elements into a campaign to make it highly targeted and relevant to the end-users’ needs.