You might not guess WHAT they're reading...but you know that they're reading:
In today’s mobile-first world, mobile advertising with a tool like DropIn
allows a business to put a message on screen, right in front of consumers' eyes. There are so many options for mobile advertising available today: Facebook ads (reach people who are on Facebook), search ads (reach people who are searching for you), push messaging (reach people who have your app)...the list goes on.
With consumers spending 3+ hours on mobile devices each day, and Apple reporting over 1.2 million apps available for download, how can advertisers possibly guess what people are doing on their smartphones? Playing games, browsing the web, or looking at the weather… when it comes down to it: advertisers can’t possibly guess what consumers are reading or playing on their mobile devices at any given moment.
This brings me to the real power of programmatic, real-time display advertising with software like DropIn. DropIn allows advertisers to filter a target audience by location first, giving access to a highly-precise filter that, in itself, is driven by assumptions about demographics, interests, and real-time mindset. Filtering by location also allows advertisers to avoid the temptation of trying to guess exactly what their customers are reading (or playing) on their mobile devices at any given moment.
But why is targeting a mobile ad by location and running it on thousands of apps and sites better than running an ad only on hand-picked group of apps or websites? Because the odds that someone is near your store AND using one of the apps or sites you've picked are, frankly, low. Too low.
At CraveLabs we often get asked: CAN we target specific apps and websites? Yes, we can. But the more important question is: SHOULD we? In today’s mobile-engaged world, limiting your ads to a handful of select properties may, in fact, cause you to miss thousands of opportunities to reach the right consumer at the right place and time.
Say you want to reach shoppers near your store: if you run ads only on fashion and lifestyle websites and reach people nearby you might reach 10 or 20 people each day. OR try targeting a nearby shopping mall: you’ll likely reach many more females who interested in fashion and are in a mindset to make buying decisions.
Say you want to reach sports fans near your store: if you run ads near your store only on sports apps, you might find 5 to 10 people who fit that description. But try running ads at the nearby baseball park: you'll reach sports fans, skewing male, who may be checking the weather to make sure it’s not going to rain. Or playing a word scramble game between innings.
Or, even simpler: reach an audience within a certain distance of a store location - by selecting a target area surrounding a physical location, you are making a highly targeted advertising decision. In fact, that same highly-targeted decision was made to select that store’s location from the start: The store owner decided “this location makes sense for my store because my audience is nearby and/or passes by regularly”...right? Using that same thinking, a nearby audience is likely to be influenced by or take action on your mobile ad message, just as they are when they see your sign or pass by your store.
See what I did there? That’s right. Targeting a location offers a powerful way to filter an audience.
Let's explore this a bit deeper. Let’s look at an example of a professional female named Laura going about her daily routine:
It’s noon, Laura's just gotten out of her pre-lunch meeting, and now she’s hungry. She quickly checks her email, then switches over to AccuWeather to see if she needs to wear a coat out to lunch. Then she takes a quick look at an article on The Economist that she wanted to read before her afternoon meeting. Lastly, she takes a peek at Words with Friends to see if it’s her turn yet. Finally, Laura hops in the elevator and heads out to the local sandwich place.
Simultaneously, two blocks away, the local pizza restaurant is thinking, “how can we reach people who are hungry and thinking about lunch?” Mobile advertising could have helped them reach Laura on AccuWeather, The Economist, or Words with Friends in order to influence her decision-making in real time. And if they'd only targeted food-related sites they still would have missed out on Laura, too.
How can small businesses (and larger companies) best take advantage of the mobile advertising opportunity? By running location-based ads that filter their audience based on location, and avoid the temptation of guessing what apps and websites they think their customers are using. With 10s of thousands of high-quality apps and websites available through our partners, there's no reason to worry about whether your customer is on MLB.com, ABC News, USWeekly, or WeatherBug. We'll make sure your message is put in front of that customer when they're in your target area.
At CraveLabs we often get asked: CAN we target specific apps and websites? Yes, of course. But the more important question is: SHOULD we? In today’s mobile-engaged world, limiting your ads to a handful of select properties may, in fact, cause you to miss thousands of opportunities to reach the right consumer at the right place and time.
Want to learn more? Check out DropIn
and give location-based mobile advertising a try for yourself, or contact us