Not shockingly, the average person looks at their phone 200 times a day. But only 10% of that time is spent browsing the web; The rest of the time is spent using native apps. Unlike like traditional cookie-based tracking typical in PPC advertising, the insights gathered on users via native apps has virtually no bounds. On an aggregate level, marketers can collect data on age, gender and behavior such as where you ordered dinner or where you went to happy hour etc. All this data, but what are they doing with it? The more marketers know about their users, the more they can tailor advertisements and that’s exactly what they want. Creep factor aside, some would say this works in the user’s interest because marketers are more likely to present ads you’re actually interested in seeing. However, most users only see ads as an annoyance they instinctively “skip” or ignore. And with ad blocking software becoming more ubiquitous in web browsers (80% of Americans will be using some kind of ad blocker by 2017), that makes tracking in native apps the most logical path. Not to mention, some estimate that up to 1/3 of PPC traffic is fraudulent (that translates to $7.2B in 2016). That doesn’t make it easy to place the right ad in front of the right person at the right time. Brands and marketers still need to be smart and careful about how they position themselves in a market where consumers are becoming increasingly concerned with privacy and jaded with the typical banner ad or “pre-roll” video.
I attended a meet-up during Internet week hosted by Jun Group, presented by their CEO Mitchell Reichgut titled “Don’t Call it a Phone – How to Advertise on Smartphones and Tablets in the Age of Applications.” Here are key insights on how to stay ahead of the herd and adjust your digital marketing strategy to meet this ever changing market:
Above all, measurement is the most important component of a successful ad campaign. Some of the above tactics may actually result in seemingly less impressive metrics but If you’re still measuring the success of your campaigns on impressions and clicks alone, don’t forget there’s a good chance much of that data is fraudulent.recommend this