11:00, lis 15

How to reach mobile device users through advertising?

Mobile marketing offers a wide variety and extremely precise selection of targeted audience of our ads. Before the start of the campaign, it is therefore important to consider those who we really want to reach. It often happens that a campaign does not lead to the expected results because the ad does not reach the right audience.

Firstly, when planning your smartphone and tablet advertising campaign, it is possible to use information, such as age or gender, that user agrees to install new application. In this way, for example, we can reach only women who are in the desired location, or create an advertising campaign only for young people. Based on individual GAID and IDFA ad numbers assigned to the device, it is possible to identify device specifications and target ads to only the owners of particular phone models, users of the given operating system or customers of the exact mobile operator.

Mobile - dotarcie z reklamą do użytkowników

Data about users

The context in which your ad may appear is extremely important. Issue campaigns in one or several categories, or on selected pages, as well as the exception of sites and apps, where we do not want to show our offer, to reach people interested in particular area of life, dedicated to a given passion or have fixed purchase intentions. If we promote a specific clothing store app , we would like to reach people interested in fashion, installing apps in this category, or buying clothes through mobile sites. If we promote a product for newborns we would target advertising to young mothers or pregnant women.

Installed apps on the phone and visited mobile pages let us know about consumer habits and behaviors, and, therefore, target your advertising based on how the user uses the device and what interests are. The platform DMP Selectivv collects and analyzes data from the mobile channel and on their basis prepares behavioral profiles of smartphone users.

Examples of profile groups include: frequent travelers, music listeners, players or entrepreneurs. These data are collected and updated continuously, and also can be used in any advertising campaign.

Information about location

Thanks to GPS data,  the tremendous advantage of mobile advertising is an access to information about the exact location of smartphone and tablet users. This enables to precisely reach people in a given area, for example, near shops, or in a specific city or region. In addition, the emissions of the advertising may be adjusted to the time of the day in which the service is provided, and users most likely to interact with ads. Directing advertising to the devices of those people, we provide them with fulfilling their needs in an easy way and take advantage of the offer  immediately after seeing the ad.

In addition to the traditional targeting approach, i.e. geotargeting, that is to reach people who are at a given moment in a certain place, we can also distinguish geotrapping, that is gathering data about people in a given location and the implementation of the campaign at a later time, e.g. in a few hours, days or weeks. It does not matter if a person will be in a similar location, in another city, or even in another country, if desired, our ad will be seen.

Examples of mobile campaign

The campaign which was implemented for the Polish developer is the example of several methods of targeting. Firstly, the advertising was targeted to people who visited real estate trade fair (geotrapping) or competitive investments in previous months, as well as for people who were in the vicinity of the investment (geotargeting). The creations encouraged to arrive to the developer's open days.

Another example of effective targeting was a campaign for a Ukrainian car manufacturer, which aimed to reach wealthy women living in the capital. The gender of the audience was chosen on the basis of demographic data, while the wealth, on the basis of geolocation data. Only those devices owners of which during night time (23-5) were in the most expensive districts of Kiev were selected.

A properly prepared advertising campaign, choosing the right group of consumers allow to optimize the value of customer engagement and maximize the effects of the campaign.

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