Organizations that advertise in mobile using a comprehensive mobile-first strategy rather than waiting on flashy technology to do the trick will win, according to new research by Forrester.
The report, Mobile Advertising: It's Time To Get Personal, claims marketers are not delivering when it comes to mobile advertising.
Without mobile-first marketing, organizations miss the opportunity to make their ads effective, said report author Jennifer Wise, a Forrester Research analyst focused on mobile marketing.
"Your mobile customer turned to his phone in that moment to do something else, whether it was to entertain himself with Candy Crush, get directions or read an article," Wise said. "Since you are 'borrowing' from this experience with your ad, that ad has to be respectful of the experience and compelling enough to get them to switch gears and focus on your brand. This means they require a new level of integration and relevancy."
But don't set unrealistic goals and visions, Wise told CMSWire.
Take the high success metrics you hear from agencies and ad tech vendors with a grain of salt.
"While the high CTRs and engagement metrics cited are impressive, many of them are coming from ads that are mobile- and publisher-specific, meaning that they are deeply integrated, leverage rich-media, video, etc.," Wise said. "So marketers hearing these numbers may expect all mobile ads to perform at this level."
However, these types of formats represent a small percentage of mobile ads today and do not represent the average mobile ad performance. "Marketers using static banners, for example, likely won’t see these types of results."
It's time marketers realize that mobile requires a different approach than the old desktop output.
"For example, due to the lack of cookies and different mobile environments — mobile app, mobile web — tracking and targeting the customer is hard. Vendors are working on solutions to cobble this together, but most are still algorithmic and probabilistic, and so marketers need to acknowledge these limitations on what is possible with mobile when working with certain partners."
Rethink metrics, Wise said, to see how they can attribute the mobile ad’s impression and interaction to your marketing goals.
"Because it is so hard to wrangle in mobile data today to make it actionable and get to that individual-level of targeting, the value of first-party data in the ecosystem is huge," Wise said. "And a lot of this rich first-party data today lives with publishers, who rather than share this data with exchanges are holding onto it and making it actionable for marketers through direct services."
With so many mobile customers, agencies must provide mobile planning and services.
"Some ad tech vendors stand to win big," Wise said. "But in the hustle to transition marketers into mobile, a fair number of these partners are relying on legacy desktop systems, and tacking mobile onto other buys. While this can help transition marketers into mobile in the short-term, this isn’t creating the optimal mobile ad ecosystem."
Marketers must work more personalization into their mobile campaigns.
"The smartphone is the most personal device someone has, and the mobile customer expects contextual and personal relevancy in their mobile experience," Wise told CMSWire. "Utilizing sophisticated targeting that incorporates real-time contextual data as well as personal affinity and historical data has to be a key imperative for marketers."
Title image by Tanjala Gica (Shutterstock).
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