Rewarded, Attention-Based, Privacy-First: The Secret Sauce of Mobile Advertising
According to the latest industry studies, users spend a third of their waking time on their mobile devices. As Anna Sikora, Client Services Partner, PubMatic, put it: “With consumers spending more time on their screens than ever before, marketers should focus on building the best possible mobile ad experience and offer formats that mobile users actually want to engage with“. Global ad spend topped $295bn in 2021, providing a huge opportunity for brands to reach engaged audiences. Curious which key factors to consider in order to craft a compelling monetization strategy? Check our selection here:
- Efficient reward promotes the product further. Recent IAB guidelines reveal that rewardsare well-liked by users: e.g. in gaming, incentivised video ads give players a chance to earn more lives, points, coins, or new levels to explore. The benefits of this approach extend way beyond gaming, however, as we have previously written on the subject here.
Although rewards are not some magic fairy dust that a marketer can sprinkle onto a product to make it instantly more attractive, they are definitely gaining popularity – think McDonald’s and their recent game-changing loyalty programme.
In the case of rewarded video ads, as users opt into watching the ads to get the desired rewards (e.g. additional data packages, bonuses, etc.), they pay more attention to the ad content and are more likely to click through. Thus, brand sentiment improves, for publishers and marketers alike.
- Prioritize impression measurement. Impression quality is essential and should be a prerequisite to measuring the performance of an advertising campaign. As in any other advertising environment, on mobile, brands should always optimize their advertising towards impressions that are fully viewed, by a real person, in a brand-suitable environment, within the intended geography. Only those impressions that meet this standard of quality have the potential to perform.
- Attention please. Attention is getting wildly popular in the industry, with attention metrics going beyond traditional KPIs such as viewability and clicks to provide granular insights into user presence, user engagement, and ad presentation. 98% of marketers believe that by looking at deeper attention metrics, they could improve campaign performance and advertising outcomes, according to eMarketer. Advertisers can use privacy-friendly attention metrics to improve campaign planning and forecasting as well as to measure and optimize performance.
- Hello FOMO. According to IAB research, digital display media is highly effective at both online and offline performance for brands – meaning the digital advertising that consumers engage with isn’t siloed to the online space. It also impacts on face-to-face and other offline conversations. Users who actively choose to install the product on their device demonstrate a true signal of intent to engage with a publisher brand. With Fear-of-Missing-Out (FOMO) being a proven marketing strategy that works very well – why not use it to your advantage? Placing the right ad in the right context at the right time, through the right channel, can encourage users to engage with it, stay up to date with the latest trends and promote it further among their friends and social circles.
- Do not disturb. Leading international trade associations and companies involved in online media have formed the Coalition for Better Ads (CBA) to help improve consumers’ experience with online advertising. In a new study, carried out in 2021, CBA discovered clear differences between the ad experiences. The ads found to be most interfering by respondents were those that interrupted the consumer’s experience in unexpected places or failed to give them control of their experience (e.g., long, non-skippable ads). The least interfering ads were those that minimised interruption and maximised consumer control.
- But first, privacy. 2021 brought its own challenges with all eyes focusing on privacy; Safari removed third-party cookies, by setting removal as a default. The implementation of Apple’s AppTrackingTransparency (ATT) policy signalled a sea change in mobile advertising – making it more difficult to target users and measure attribution on Apple devices. Furthermore, for users who opt-out of Ads Personalisation in their settings on Android 12, the Android Advertising ID will be replaced with a string of zeros. This means, to reach users that have opted-out of consent, advertisers have to rely more on publishers’ first-party data.
Now more than ever, mobile presents marketers and advertisers with unprecedented opportunities. To tap into this potential in the most efficient way, using the right channel is crucial. Novelty Media, via SmartAdd, provides a highly desirable audience that has actively chosen to watch content in a clutter-free, privacy-respectful environment, offering enhanced user attention and considerably higher levels of engagement compared to traditional media channels. Keep following our Marketing Bites to gain further insights into our solution and stay up to date with the latest developments and industry trends.