This week, the Interactive Advertising Bureau (IAB) released a report entitled “Mobile’s Role in a Consumer’s Media Day.”
The report summarizes findings from a survey of over 1,000 U.S. consumers conducted by ABI Research. Providing a number of revealing insights, the report effectively makes the case that a consumer’s likelihood of responding to a mobile ad is heavily impacted by when, where and on what device the ad was delivered.
The IAB’s research is rich with actionable tips and should be read in full, but here are a few key findings along with some ideas for putting them to good use.
Twenty-five percent of smartphone users and forty-seven percent of tablet users frequently interact with ads.
If you’ve been frustrated with the comparatively low interaction rates from desktop display media, here’s your reason to give mobile advertising a chance. This finding is especially positive for mobile marketers, given that the IAB report defines “frequently” as a few times per week or more.
Aim to create an ad worth interacting with? Try using mobile rich media company Celtra’s self-service platform, AdCreator.
Ninety-one percent of smartphone users report that they use their devices at home.
Consider that with the finding that they are also most receptive to advertising when performing leisure activities at home (such as watching TV), and the data paints a decidedly non-mobile picture for these mobile device users.
Get your brand in front of leisurely smartphone consumers by targeting a portion of your mobile display campaign to WiFi connections during primetime or weekend days. If you’re in need of a self-service mobile display partner, try Millennial Media’s mMedia.
Public transport ranked second among locations where smartphone and tablet users are most receptive to ads.
The survey shows that mobile ads are more effective when they are delivered to consumers that aren’t stressed or distracted. While the addressable market is relatively small, public transportation riders make for a captive, on-the-go audience.
As in the previous suggestion, you could use a combination of geo-targeting (cities with public transport), time of day (commuting hours) and connection type (mobile carriers instead of WiFi) to hone in on these users.
Thirty percent of smartphone users and forty-six percent of tablet users spend $20 or more per month from their devices.
In addition, ads that are related to something a consumer is shopping for, particularly those with coupons, are among the most likely to garner a response.
A great way to get started with mobile coupons is to create some using Yowza!! Consumers use the popular app to find coupons in their area, and the company offers a 90-day free trial to advertisers during which they can upload one mobile coupon per month.
The IAB’s research suggests that you can improve mobile media performance by considering time, location and device in placement and targeting. In media, there is always something to be gained from testing, so pick a suggestion above and try it in your mobile campaign!
About the Author: Cory Gaddis is a regular contributor to the 60 Second Marketer and helps Mobilize Worldwide create mobile marketing campaigns for a wide variety of clients.