It is no secret that customers have become dependent on their mobile phones. According to research by The Pew Internet Project, as of May 2013, more than 90 percent of American adults had a cell phone and almost 60 percent own a smartphone.And because many of us carry our phones wherever we go and keep them with us 24/7, mobile provides a fantastic opportunity for organizations to reach out to both their customers and prospects anytime and anywhere.
But while mobile ads are becoming more prevalent, not all companies are leave a lasting impression on their customers. Deb Powsner, vice president of consumer insights at SessionM, shares three tips for a successful mobile ad campaign.
1. Deliver Value: "Every time we see a mobile ad we ask ourselves the question: Is this ad worth my time?" Powsner notes. Customers assess the value of the ad by determining its usefulness and how much time it will take them, along with how much they'll enjoy the experience, making the entertainment factor important. "We call this the value exchange equation." Therefore, before launching any campaign, companies must make sure they can identify what value they're delivering to the consumer within the ad
2. Leverage the right format: Powsner notes that a recent study in collaboration with Millward Brown we found that 75 percent of mobile users' favorability toward mobile ads depends on how it is presented to them. "In one-on-one interviews, we actually had participants refer to ads as "villains" when the ads interrupted the mobile content they were viewing," she notes. To avoid falling into that category, organizations should leverage ad formats and creative that feel native to the mobile user's content experience, such as showing your ads during natural breaks in the app content.
3. Not all rewards are created equal: Companies that are leveraging reward-based advertising need to provide rewards that customers want. Powsner notes that in a study among 1,000 mobile users, 93 percent reported that getting to choose their reward was very important. "In fact, when consumers were given a reward, like a mobile coupon, for a product they were not interested in, the ad was viewed as annoying and intrusive," she says. Powsner highlights that rewards work best when they're tangible and have an element of flexibility, allowing consumers to have some say over what they receive.