20
Nov
2017

Your Customers are Mobile-Obsessed: Is Your Marketing?

11/20/2017


Your customers are hooked on their smartphones and this obsession produces an abundance of mobile-centric opportunities for advertisers. Last year, ComScore recorded that literally all digital growth now stems from mobile users. Incredible! However, according to Bain Insights, surprisingly, companies are spending just 13% of their media budgets on mobile advertising today.

In a highly competitive world of digital advertising, serving targeted display advertising on mobile is a profitable opportunity with a lower cost to entry but it won’t always be this way. Check out these mobile usage stats that will convince you to invest big in mobile targeted display today.

Mobile Usage Stats You Can’t Afford to Miss

Reading these stats, you may be surprised or perhaps they sound just about right to you. Many of us are just as linked with our mobile phones as these stats may suggest. In 2016 a new term was added to the dictionary – “Nomophobia.” The definition? An abnormal, irrational fear of being without one’s mobile device, or of being unable to communicate using one’s mobile device.

The Powerful One-Two Punch: Mobile & Location Data

Mobile advertising isn’t only an opportunity due to the increasing amount of time that we spend with our personal devices. There is another element that makes mobile advertising a powerful tool for marketers: location services.

We love our phones because the devices use GPS to know where we are. This gives our phones the power to be even more helpful. They tell us where the nearest ATM is, what the weather is like, where to get great BBQ. It’s these location services that make mobile phones great tools and that make them so valuable for businesses that want to target at a hyper-local level.

Here are a few examples of how much people rely on their location data services.

Putting Location Data to Work

We love real-world applications. Here at Simpli.fi, we’ve had some great results with targeted mobile display.

For one of our clients, a popular fast food chicken restaurant, we targeted 63 U.S. locations over the course of six weeks. Over that time, we delivered over 2M impressions to people who searched for or read content related to fast food, BBQ, Cajun food, dining-out and other relevant terms as well as people who visited any of the local geo-fenced locations – most of which were competitive restaurants.

Over 10,008 consumers were prompted to take action and visit their local chicken restaurant after receiving a targeted mobile ad. With our new Geo-Conversion Lift measurement, we were able to track a 3.1% natural conversion rate and a 5.7% campaign conversion rate – reflecting visitors who were served an ad and visited the restaurant. In other words, our campaign drove 85% more traffic to the locations compared to their normal traffic and 45% more new traffic than is normally seen!

Measuring Mobile Performance

79% of consumers use their smartphones to do research; however less than 10% of purchases are made from a mobile device. (Bain)

Consumers are researching online and buying offline, which amplifies the need for advertisers to evolve their attribution models. Under most traditional ways of measurement, if consumers do not complete their purchase on the device that the ad is served, that touchpoint is not attributed to the purchase. People use a lot of different devices and media types as they move along the purchase cycle and the last touchpoint isn’t usually the only influencer of the purchase. For example, a recent Google study for a hardware store found that 93% of in-store purchases were generated by display ads.

The impact of mobile advertising can easily be overlooked by giving last-click attribution to any one ad. It’s an incomplete way of measuring the effectiveness of all the ads served to the user along the way.

Simpli.fi’s Mobile Mastery

We’re also obsessed with mobile – our Data Network covers 90% of all smartphone users. We reach over 1.3 billion devices and serve ads on over 600,000+ apps. We see a staggering three billion records per hour and 500 million unique locations per day. Our data scientists are committed to ensuring we use only the highest quality location data. Even after rigorous scrubbing, cleaning and filtering of the data, Simpli.fi sees approximately 600x the amount of location data signals when compared to other in-market solutions. This passion for quality and quantity is mandatory for success in mobile marketing today.

Your customers check their phones over 85 times daily and mobile is where they spend over 3 hours a day. Mobile devices know their location and apply that data to deliver a more helpful experience to users. Reach out to us at hi@simpli.fi and see how you can place your ads in front of this relevant and engaged audience while driving sales and generating a positive ROI.