Why location-based mobile ads are a “no-brainer” for any business

mobile advertising on smartphones

People are spending 3+ hours looking at their smartphones and tablets. Every day.

You reach for your phone in the morning. Admit it. It's ok. So does everyone else.
People are looking at their phones throughout the day: when they wake up in the morning, on their commutes, while they’re waiting in line for coffee, during breaks at work, in front of the TV at night…and whether they consciously notice and tap on your ad, or subconsciously see it but don't take action, the important thing is: if you had to pick one media outlet to most easily reach consumers with a message, the clear winner is mobile devices (smartphones and tablets).
 

Trying to reach customers organically on social media just doesn’t cut it anymore. 

In early 2015 Facebook announced they would decrease organic distribution of business Facebook posts, forcing businesses to pay to advertise or promote posts in order to reach their desired audience. In the following months, businesses have been left struggling to figure out how to continue to reach their audience.
 
Mainwhile, consumers are faced with an overwhelming number of apps to explore on their devices, leaving many social media platforms struggling to keep them engaged.  
According to a study by globalwebindex.net, active Facebook users has hit an all-time low of 43% in Q4 2014 and Twitter is holding steady at 22% of total users who are active. Instagram isn't much better (I know, I know, I love Instagram too). Instagram is at 13% of users who are active. (Active is defined as "used or contributed to the service on any device in the last month".) 
 
But fear not! 89% of smartphone owners access the internet regularly (in the last week). And while you may not be able to predict what they will be looking at (UsWeekly? Words with Friends? Local news? Weather?) the best way to possibly reach them is with mobile advertising. 
 

By reaching your customers on a regular basis you stay top of mind next time they're making a purchasing decision.

DropIn local advertising allows you to target your mobile ads by zip code. Because of this highly-targeted hyperlocal approach, you can tailor your audience in a powerful way. By reaching consumers who are most likely to be your customers - right where they live, work, play, and transit - you can be assured you’re putting your name in front of the right people. These consumers may not act on your message today or tomorrow. By putting your name in front of them regularly, though, you can rest assured you’ll be in the back of their mind when they need what your business provides.
 

Spend as little as $2 per day and know you’re reaching thousands of customers with your message.

Just like you write on a sandwich board and place it outside your location, or post announcements on your facebook wall. Mobile ads allow you to do the same thing but on consumers’ smartphones. We like to think of it like a hanging your window sign right on a consumer's smartphone screen for them to see. 

>> So what are you waiting for? Give locally-targeted mobile ads today with DropIn

PLUS: When you launch your first message you’ll receive 10,000 free ad views. No contract, no credit card, no commitment required.

 

Why location is a powerful filter for reaching the right audience with mobile advertising

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.

DropIn best practices: image cropping

What size image fits best in our native ad unit? We suggest your image be sized at 300px wide x 120px tall (or a dimension ratio of 2.5:1).

This size image will fit best on all ad sizes.

But how do you crop? Don't worry - that's a new feature in our product. Give it a try!

Here's how a 300x120 image looks in all ad sizes:

Keep it simple: Picking an image for your mobile ad

When thinking about the best image for your mobile ad, the best advice is to keep it simple.

A good image can grab viewer’s attention and get them to notice your ad.

Here are 3 things to remember when selecting an image for your DropIn mobile ad:

  1. The viewer of your ad will have fractions of a second to figure out what your image is: Your image should be simple. If it's too busy or contains fine details it won't catch the viewer's attention. 
  2. Your image should be obviously related to your message or business: if your image is unrelated to your message, the viewer will be confused and uninterested. It's sort of like when you receive an email with an intruiging subject line and you open it, only to find out it's spam. Don't spam your ad viewers.
  3. Simple is best: trying to convey a message through your image won't work. It’s going to be viewed at a small size, and at a glance. 

Here's a good test: cover up your text and ask yourself: "what kind of business is this?" - if your answer is unclear, you should probably pick a better image.

What about size? Our recommended image size is 300x120px. Not sure how to crop an image? Don't worry - you can crop your image with DropIn software as you're building your ad.

Customers ask us, "what are some examples of good images?" - here are some guidelines:

Decided on your image? Great! Now go build your ad.

CraveLabs launches DropIn to make mobile advertising less expensive than a cup of coffee

CraveLabs (www.cravelabs.com) recently launched the latest version of their location-based mobile advertising software, DropIn Local Advertising (www.dropin.io) built specifically for the local advertiser.

Recent studies show that consumers spend over 3 hours a day looking at their smartphones and tablets: playing games, shopping, and browsing the web. Despite this trend, over 90% of retail sales still occur in brick-and-mortar locations. These trends leave local merchants challenged to reach customers where their eyes are glued: to their mobile devices.

Currently, the options available for small businesses to launch locally-targeted mobile ads come with notable challenges. Certain products require setup costs that include minimum monthly budgets and time spent creating ads. Other products offer “local” ad targeting that, in reality, spans the entire city – an area that is too large to be truly effective for a local business with a limited budget.

DropIn’s software solves these issues with an easy-to-use product that is built primarily for the local advertiser, but is powerful enough to meet the needs of Fortune 500 retailers as well.

DropIn’s automated ad builder tool allows businesses to create and launch ads in minutes from any device, with no special design skills required. Ad targeting is simple as well. Businesses can launch DropIn mobile ads in one zip code, or many zip codes, and reach thousands of their nearby consumers in custom-selected areas. All of these features and more are available to small businesses for less than $2 a day – cheaper than buying a cup of coffee.

“CraveLabs released DropIn to give all businesses access to the powerful mobile advertising technology that we currently provide to large brands and retailers,” says cofounder, Jeff Christoforetti. “The latest release of our self-serve tool is a natural progression in CraveLabs’ mission to make the next wave of digital advertising simple and human-centered.”

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