This webinar was presented on December 12, 2013. We took a deep dive into 6 trends that we see really moving the needle for mobile marketers in 2014. To listen to the full recording, click here: https://vimeo.com/user19192623/review/81748822/5e4771098b
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Appia's Predictions for Mobile Advertising Trends in 2014
1. Appia's Predictions for
Mobile Advertising
Trends in 2014
Jamie Fellows, Chief Product Officer
The Leading Mobile
User Acquisition Network
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2. Before we get started…
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will be available.
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3. About Jamie
Appia’s Chief Product Officer
Former SVP of Product at
Millennial Media and VP of
Product Management at AOL
and Advertising.com
Passionate about working
with technology to develop
products that can evolve and scale a business
Focused on driving Appia’s business growth through
product development and management
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8. The combination of a great
user experience and
targeted marketing
campaigns will maximize
the visibility of
apps, resulting in increased
downloads and higher
organic rankings in the Top
Charts.
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10. Targeting will be Critical in 2014
Location
Demographics
Device
Operating System
Day-Parting
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11. Retargeting is the
practice of serving ads
to users who have
interacted your
brand, content, or
app. It has been widely
adopted online but it
has been tough to do
on mobile.
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12. Cookies are not reliable on mobile, so
marketers have to leverage Device IDs
to track and retarget users effectively.
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19. We think 2014 will be the year we see a huge
push towards self-regulation and privacy
standards across the mobile ecosystem.
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20. Key Issues addressed by the MMA’s
Privacy Policy Guidelines include:
Core privacy principles and consumer-friendly language for
developers
Ways to inform users on how data is obtained and used
Guidance on security and confidentiality of information
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22. As mobile advertising spend
increases in 2014, brands and
marketers will continue to
explore more creative mobile ad
solutions, and banner ads will be
on the decline.
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27. A user that is regularly engaged and finds high value in an app is
one that ultimately brings the most revenue over the life of that
engagement.
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28. Tracking post install data
will help you understand
true LTV and apply that
back to your
marketing efforts
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29. Recap:
App Discovery Posing an Even Greater Challenge
Continued Improvement of Mobile Ad Targeting &
Retargeting
Growth of Mobile Real Time Bidding (RTB)
Privacy Guidelines and Standards
Diminished Use of Static Banner Advertisements
Lifetime Value of Users Becoming Critical on Mobile
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Location – We talk a lot about location targeting but this is something many mobile advertisers can easily start doing if they aren’t already. Advertisers can take advantage of a device’s GPS function to offer highly targeted ads to a user’s location. Language localization is important too: our studies have shown 42% increase in click through rate and 22% increase in conversion rate with localized creative. Demographic – If your target audience is a specific demographic subset, use that niche market to your advantage with demographic targeting. This will help cut down on wasted spend by excluding inappropriate or irrelevant audiences. Device – Different devices, different screen sizes, different usersOS – Keep in mind that new rich media ads may not function properly on older devices, especially when targeting outside of countries like the US, Canada, and other high value countries. Including or excluding certain operating systems to ensure your ads are functioning properly and giving a good user experience is imperative.Day-Parting – get in front of your mobile users at the right time. Analyze what time of day users are most active to make the most of your marketing dollars.At the end of the day, it’s all about CONTEXT. The more relevant your ad is to the user, the more likely they are to engage. Mobile marketers will continue to get smarter about targeting and marketing spend in 2014.
Android uses the Android ID, Apple uses IDFA as unique identifiers
The Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) first began implementing guidelines for mobile marketing in 2008. These industry leaders have already made huge strides in self-regulation in the mobile ecosystem, and we think more and more companies will be following their rules and recommendations in 2014.
Marketers will gravitate more heavily to video and other new media ad forms to utilize the mobile interface. In 2014, mobile marketers who forfeit banner ads for mobile-first ad strategies will ultimately engage more users and have a larger return.
ROI can be further increased by additional targeting and personalization
Native Ads are sponsored advertisements placed within the content of a site or application. IPG Media Lab reports that native ads drive 53% more visibility with consumers and 18% more likelihood to influence purchasing decisions. Giving users a more natural, intuitive ad format ensures that user experience is enhanced, rather than compromised by the ad.
The focus on high-quality, higher lifetime value (LTV) users will become mission critical for mobile advertisers, publishers and developers in 2014.
Obtaining quality users - not just a quantity of users and downloads – will be a pressing focus of mobile marketing. Marketers will adjust their strategies accordingly, and the numbers game is going to become more complex in 2014.
These are the 6 Mobile Advertising Trends we see moving the needle in 2014.