The mobile ad marketing battlefield is fierce. Your understanding of marketing has to go beyond a great marketing campaign — you have to get that campaign on different channels and in different forms. An ad for your (insert product or app) will look different on social versus in-app ad. You also have to decide what form your ad will take shape on each channel.
You’re about to get the low-down on four important mobile marketing methods that benefit you and the user.
The benefit for the user: They play the game before committing to downloading
The benefit for you: Measure true engagement of time elapsed on your ad
The newest and most engaging way to get high-quality users is playable ads. Video ads are known for their engagement, but have been argued to give viewers a passive experience. Playable ads squash that and take ads to the next level.
Playable ads are app demos which allow the user to interact with the app before installing it. Yup, that means the ad pops up and the user can play the game in that moment without having to install it.
Here’s what a playable ad looks like (from mNectar):
TUNETip: Expand the channels you advertise on to increase mobile app users.
Location-Based Mobile Marketing (and Pokémon Go)
The benefit for the user: They are rewarded for coming to your store, incentivizing them to return
The benefit for you: Figure out where your customers are based and where they spend their time
Brands want to know where their users are. Location-based (also known as proximity-based) marketing communicates with users through their mobile device. Examples are sending users a coupon when they are walking past your store or offering a free drink if they enter the coffee shop up ahead.
Oscar Mayer is one of many retailers working to capitalize on proximity-based marketing. They have placed beacons in deli counters at select supermarkets. This helps convince shoppers to purchase specials of the week while at the deli counter.
You can even use Pokémon Go as a way to get customers into your store. If your business happens to be a gym or Pokestop, consider yourself lucky. Encourage users in to catch their Pokémon and experience your establishment. Check out the purchasable in-game module that attracts Pokémon to a PokeStop for half and hour — Lure Module. Those Pokémon will be visible and attainable for catching by anyone nearby. Use that during your business’s slow time to get more foot traffic and more sales. Pokémon for them, revenue for you.
TUNETip: To learn more about proximity-based marketing, register for our upcoming webinar, “Navigating Location-Based Mobile Marketing.”
The benefit for the user: Learn about products from people they already follow
The benefit for you: Gain customer trust by advertising through someone your users trust
If you’re brushing off influencer marketing, you’re making a huge mistake. This new marketing method moves away from the direct marketing approach and marketers instead partner with leaders, celebrities, and other well-known people to bring awareness to brands.
Hard to believe? What if you knew 92% of consumers trust recommendations from peers or trusted authorities? Or that Simply Measured found that 74% of consumers rely on social media to inform their purchasing decisions?
App marketers: Engage with your power users and work with them to share your app with their audiences. Companies like Roostr help with this. Roostr is an open marketplace that works to connect gaming influencers with mobile game developers.
“The potential for these types of campaigns are really powerful when you can match the right app to the right influencer,” said Tim O’Neil, Global Head of Mobile Gaming at TUNE. “Influencers will generally only put their name on something they believe in. Users can tell when an influencer is being authentic to their brand, and this in turn will attract strong attention to what is being promoted. This isn’t as simple as just booting up an install campaign — there’s a lot of work to be done in aligning the right content with the strongest influencer, but the quality achieved from these campaigns has the potential to be much stronger than standard app install campaigns.”
TUNETip: Find influencers you imagine would use your product or play your game if they came across it organically. Finding those whose brands align with your will give you both the most lucrative ROI.
The benefit for the user: Uninterrupted experience and relevant content
The benefit for you: Consumers look at native ads 53% more often than they look at traditional display ads
Marketers use native advertising to suggest relative content to what they are reading. Instead of a display ad on the right side for an app when the user is reading a news article, the ads will blend in with the user’s current experience.
Native ads are popular on Facebook as a suggested post or a sponsored tweet on Twitter. Native advertising also appears in mobile apps and games.
TUNETip: To master native advertising, learn these 4 tips for mobile marketers.
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Anna is a TUNE content marketer and an MBA Candidate at the Michael G. Foster School of Business. She's also the mentoring and events manager for the TUNE House: scholars.tune.com. In her spare time you can find her reading (mostly fiction and business), biking, eating the great food around Seattle and traveling.