“Performance advertising is about eliciting an action, normally measured through conversion; and brand advertising is about engagement, covering a variety of metrics such as dwell time, interaction and view ability.”
Many of us know that, until recently, mobile advertising has been mostly about performance advertising, targeting easily measurable actions such as app downloads or clicks. This is because with all the possible metrics, clicks is the one metric that everyone feels they can measure and compare against. Click throughs make sense. If Campaign A got more clicks, then it’s better than Campaign B.
But more and more businesses are realizing that clicks don’t measure an ad’s impact or audience accurately. True, you get insight into volumes of response but you don’t really know much about the nuances. You don’t know how it impacted their purchase related to the ad, or whether they took any other actions such as launching a video or progressing to a mobile site landing page, or their willingness to spend their money.
This is where brand advertising comes in. ‘Digital’ means ‘interactive’, so we can start pushing down the marketing funnel and look at engagement. Brand advertisers love engagement: the longer someone spends with their brand, the better. The more someone enjoys interacting with their brand, for example by being exposed to videos or apps that they can interact with, the better still.
This is also why spending is increasing in mobile advertising investments in brand advertising.
Malachord pointed to, Nielsen-owned Vizu published its Online Advertising Performance Outlook. It found that 63 percent of marketers said they planned to increase spending on brand advertising (one in five said the increase would be more than 20 percent). 61 percent said they would be moving money away from direct response toward brand ad campaigns.
This is significant. It implies that brand advertisers are starting to gain confidence in mobile’s ability to deliver, and the big budgets will follow.
This is where brands really can thrive in mobile advertising. They have huge amounts of high quality, first-party data, which describes the audiences they want to reach. This makes the ads audiences see mobile ads that are much more tailored to them individually – and, as a result, more likely to engage.
Recent developments in ad tech may also be contributing to the rise of brand awareness in mobile. Only last month Apple started rejecting apps that used its IDentifier for Advertising (IDFA) but did not then serve ads. There is a school of opinion that believes this is Apple hastening the end of deterministic targeting through an identifier, perhaps for privacy reasons. Whatever the real reason, this would be a strong signal to brands who believe their rich first-party data is part of the mobile advertising solution.
AdSmart™ is so confident in this shift that it began its focus on mobile advertising in 2014. It was certainly a year of many things mobile-related, and as we slingshot into 2014 we’re seeing studies such as the BBC News declaring mobile advertising at least twice as effective as desktop and we encourage all Brand related businesses actively identify where they can play in this rapidly growing medium.
Steve Bridge is an executive at AdSmart™ a mobile advertising business and provides insights into the direction of mobile marketing for franchise systems and large dealer networks.[/vc_column_text][/vc_column][/vc_row]