Member Article

What’s the buzz in mobile advertising?

Vaibhav Gupta, CEO and Co-founder of mobile advertising and app monetisation platform Bidstalk, provides an insight into the latest tech innovations in mobile advertising, and what this means for businesses in the space.

With more and more consumers regularly using their smartphones to interact with content on the move, mobile advertising is becoming one of the most essential mediums for marketers worldwide.

A recent report by Nielsen, the global information and measurement company backed up this assumption, revealing the average smartphone user in the US spends over 60 hours a week consuming content on their mobile device.

Due to increased technological advances within mobile advertising, businesses are turning towards mobile as their most important marketing channel at a rapid pace. New features such as the latest ad-serving, real-time bidding, pixel tracking and native ads are vastly increasing the effectiveness of ad campaigns.

The most significant tool for mobile advertisers at the moment is data analysis. The gathering, analysing and leveraging of big data is allowing advertisers to reach their desired audience through drawing up a detailed user matrix. This can then be utilised to undertake user profiling and segmentation, giving advertisers the ability to serve highly targeted, automated localised ads to users.

In my experience, I am seeing advertisers use innovative targeting options to reach mobile users more and more with users receiving the most relevant ads. Increased conversion rates are ensured through geo-based, hyper-local, demographic-based and device specific targeting.

One of the most exciting retargeting options, currently being employed by mobile advertisers is pixel tracking. This allows advertisers to track a user’s online movement and reveals appropriate ads to increase conversions. For example for incomplete transactions, a user can receive promotions for similar products to the one they chose not to buy. The user’s footprint can be tracked using cookies enhancing ad serving and personalising content. This is not only beneficial for the advertiser, but means the user is receiving relevant advertisements.

At Bidstalk, we are seeing real-time bidding (RTB) and native ads being employed more and more in mobile strategies today. RTB provides an intelligent, dynamic auction process, transforming the way mobile ads are purchased. Through live bids, placed for each user impression, RTB is proving to be a fantastic transparent and efficient tool for mobile advertisers.

Furthermore, by integrating seamlessly into content and the user experience of mobile apps, native ads act as a non-intrusive means to increase click through and conversion rates for an ad, providing advertisers and app publishers more value per click.

With the significant increase, and adoption of smartphones globally, cross device and cross platform advertising is the biggest thing to influence mobile advertising so far, and must not be ignored by businesses. Cross device advertising is targeting users on their desktops and following them onto their smartphones. This democratisation of big data is allowing for advertisers to follow users across platforms from iOS, to Windows and Android, retargeting them with similar relevant advertisements.

These exciting and new innovations are making the mobile advertising market much more exciting, powerful, and most importantly more efficient, and I am delighted to be innovating in this industry at this exciting time.

This was posted in Bdaily's Members' News section by Vaibhav Gupta .