Smart advertisers plan, budget, and buy with the customer top-of-mind. But oftentimes, they focus more on ensuring their ad is seen, so they spend on spots across a variety of channels — print, TV, radio, digital, and mobile. Taking an omni-channel approach is common today, but are the budgets that are being allocated to the various channels strategically planned out?
Put Your Money Where the Consumer Is
In order to determine whether your spend on ad space across channels makes sense, you have to look at where consumers are being effectively reached today. Last year, consumers time spent on desktop fell to 2 hours and 12 minutes daily, while time spent on mobile daily was higher, at 2 hours and 51 minutes — almost three hours each day where marketers can reach them.
Instead of one-size-fits-all ads, like billboards and television spots, mobile provides marketers with limitless opportunities to uncover who their consumer is and what they want to see. With personalized devices, brands can deliver more personalized, relevant, and effective campaigns.
If you’re considering spending most of your budget on prime time TV spots, remember that the majority of consumers catch their favorite shows on-demand or on-the-go and completely miss your well thought out and high price tag TV commercial. By 2018, mobile will account for 70% of digital ad spend. It’s an inevitable campaign shift that marketers can no longer ignore. Smart brands understand this and are allocating their spend accordingly, as mobile ad spending will rise to $65.87 billion by 2019.
Moments That Mean Something
86% of consumers say personalization plays a role in their purchasing decisions, and since mobile is the most personal device that consumers own, this channel will allow you to serve up the most relevant ads and drive conversions. Mobile devices tell marketers where consumers are located in real-time — what they’re doing, feeling, and wanting.
So, if brands want to effectively reach consumers, they need to put money into mobile advertising campaigns so that they don’t miss out on the numerous in-app micro-moments happening daily. If you create a brand-user experience that makes sense with where the consumer is at in that moment, you’re more likely to gain new customers and grow brand loyalty.
In apps and games, there are billions of micro-moments, or chances, for brands to connect with users where they’re more likely to convert. These moments are duringachievements (Achievement Moments!), such as beating a level or getting a new high score. If your ad unit is displayed when users feel happy, excited, and engaged, the user will associate your brand with those positive feelings and the return will be more valuable than your TV commercial they just skipped over on their DVR.