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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.

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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Superbowl XLIX - How local businesses can win big with mobile advertising

More than one million people are expected to converge in downtown Phoenix for Super Bowl festivities in two weeks, generating over a half-billion dollars in economic impact for local businesses.

While national brands are spending millions to put their name in front of game-day viewers, how can local Arizona businesses take advantage of the opportunity? One easy way is to launch geotargeted mobile ads with DropIn. Launch your ad now.

Mobile ads allow advertisers to reach an audience at a specific time and place - perfect for a large event like the Superbowl. Here's everything you need to know about using mobile ads to win big during the Superbowl.

When?

Visitors will be arriving in Phoenix the weekend before the event to watch the Pro Bowl on 1/25, and crowds will continue to grow leading up to the main event on February 1st. Start your ads on Friday, 1/24 to have the greatest impact. Continue advertising through February 6th to catch the attention of visitors who stay in Phoenix to enjoy the post-event parties and warm weather.

Where?

Think about where visitors will be located during their visit. This includes local hotels, pre-event parties, shopping areas, bars and restaurants. Don't forget about the airport (PHX), the stadium, and convention center too.

What?

You're likely reaching football fans, so make sure to reference the Superbowl. No matter your business, make your message compelling and clear. Don't forget to say 'tap for directions' too, because visitors may not know their way around town.

OK, you're ready for game day. 3-2-1 GO!

Why brands are shifting TV budget to mobile this Super Bowl Sunday

Mobile Marketer recently published an article detailing why certain brands are pulling back from Super Bowl ad spends in favor of more targeted and cost effective mobile efforts.

Our customers tell us the same story as they move budget from traditional media to mobile. Here's a bit more insight from our team:

Why are budgets moving away from broadcast television, specifically?

It's no secret. Brands who spend big at the Super Bowl are looking for one thing: to put their name in front of millions of people. But the cost is high, and the impact is arguably immeasurable.

Just like TV advertising, mobile also allows you to reach millions of people with your message right where their eyes are looking: their mobile screens. 

Unlike a TV spot, though, consumers can engage more deeply with a mobile ad with the tap of a finger and then on a landing page. Can you tap a TV ad to learn more? Definitely not.

There’s lots of talk about using data to reach the right customer. What does that mean, exactly?

Data is all the rage. Companies like CraveLabs are doing some cool things with data to target their audience: using consumer’s history, interests, app engagement, and more. Gathering and gleaning insights from data offers powerful ways to reach customers who are most likely to engage with your brand.

CraveLabs’ software, DropIn, uses some relatively simple data to help you reach the right audience: real-time location data.

In the context of the upcoming Super Bowl, how would CraveLabs recommend brands put their message in front of the right audience? Run mobile ads over every suburban neighborhood in the Boston and Seattle area. Knowing a large audience is going to be glued to their TV, smartphone, and tablet screens that day. Use time and location, as well as a relevant message, to reach an engaged audience right where they're looking.

So, what do Super Bowl budgets buy in mobile?

In 2014 advertisers spent $4 million per 30-second TV spot to reach 100 million eyeballs.

Hypothetically if you spent that $4 million in mobile advertising you could buy 2 billion impressions or more. Yes, billion with a ‘b’. We’re talking 20x the Super Bowl TV ad reach.

That $4 million price tag doesn’t include the cost of producing the TV spot, either. So, now you’re really starting to understand why mobile advertising is looking pretty good to advertisers.

So, what are you waiting for? Launch some geotargeted mobile ads with DropIn. And go Pats!

Read the full article here from Mobile Marketer: http://www.mobilemarketer.com/cms/news/advertising/19615.html