Atomized audiences and tailor made advertising
I do not discover anything new if I say that the mobile universe, led by the success of smartphones, has meant a real technological revolution in our society; but I can not resist analyzing the impact of new smart devices on consumers and how advertisers can use the mobile phone to capture and attract their target audience in a segmented fashion. No doubt, they have marked a before and after in the form of advertising, promoting at a dizzying pace new formats increasingly effective.
In just two years, mobile advertising has matured rapidly to the point of making the mobile phone the ideal platform to handle the memory and brand loyalty. Its effectiveness lies mainly in its ability to target and target a specific audience, providing advertisers with very useful information on users to ensure the success of their campaign.
State-of-the-art phones can already generate data on consumer behavior and its interaction with apps, browsers and online portals; valuable information for the advertiser, who can create “medium” advertising aimed at a specific target, which guarantees the best results.
To achieve a better segmentation, mobile advertising has innovative tools, capable of creating consumer-friendly advertising campaigns. The most novel in the digital market is called Real Time Bidding ( RTB ); one of the leading trends in mobile advertising that represents a new evolution in the commercialization of the display format.
This new tool, already widely used in the US and UK markets, allows the segmentation of print-to-print advertising, knowing in advance which website an ad will be published and the type of users who will receive it. In this way, the advertiser will have greater control over his target audience, which will allow him to achieve not only a better location but also increase the efficiency of the campaign and, therefore, improve the profitability of the investment.
In-app advertising, another box of surprises
Nor can we leave out the app phenomenon. This type of formats, very cheap and sometimes free, have become an ideal platform for advertisers when launching their campaigns and one of the mediums where today is most invested in advertising.
Despite the crisis in which we are immersed, in-app advertising continues to emerge and will continue to grow in the coming years, driven by the increased use of rich media formats between advertisers and the constant use of apps among consumers.
Let’s not forget that currently 41% of mobile phones connect to the internet through apps in search of more direct access to their favorite content and services. All this translates into a greater atomization of the audiences and, I insist, an opportunity for the advertisers when designing their publicity campaigns and directing them to a determined public.
In short, convergence in the digital market is now a reality. It is true that there is more technological equipment and a greater connection to the Internet, which results in users ‘multi-devices’ always connected and with very different tastes. Hence the future of mobile advertising goes through the ability to segment and add a varied typology of audiences to address according to their preferences. And is that, after all, this is the horse of battle of the advertisers: “hit the target” to avoid sites with little capacity for response.