Mobile Advertising: thinking about the consumer
Mobile advertising, a hotly contested topic since 2011, has now found its firm place among marketers in Singapore and Southeast Asia – with the discussion shifting from “what is mobile?” and “how can we use it?” to finally, “how much should we spend on it?” At the end of the day, it’s all about reaching your most relevant audience.
The rise in mobile advertising is in line with the overall emergence of digital. Regionally, digital advertising accounts for around 20 per cent of the advertising pie, while mobile encompasses about three to five per cent. Of course, the potential for growth here is huge – smartphone adoption is Asia is fast taking over desktop, and more and advertisers and marketers are looking to be ‘mobile-first’.
Early adopters of mobile advertising, primarily telcos and mobile phone manufacturers like Samsung and Nokia, recognised the potential to target specific audience groups with products and brand messages, particularly through existing customer demographic information.
Today, finance and automotive businesses are the top two industries tapping into mobile ads. In Asia, FMCG businesses are leading the charge and investing heavily in mobile education for brand teams.
Why mobile ads?
Mobile advertising isn’t a new approach for marketing-savvy businesses – in fact conversations began close to a decade ago – but the biggest change lies in the fact that mobile and digital advertising now warrants serious discussion.
Brand advertisers are realizing that it’s not sustainable to merely reach an existing, ageing client pool through traditional ads. To survive and thrive, they need to make incremental steps and engage with younger audiences through the platforms they love. Advertisers that haven’t yet experimented with mobile are now taking that leap because they understand its potential and can’t afford to be left behind.
Automobile brands, for instance, understand the importance of building brand affinity with a younger audience to ensure they remain front of mind when they eventually start purchasing.
What should brands be doing?
Without doubt, brands today need to catch up with the shift to mobile. Many already have placed significant budgets towards digital and mobile, but an even more important mindset shift still needs to take place.
Traditionally, brand advertisers and marketers have viewed ad budgets in silos – tapping into a TV ad slot here, three mobile banners there and two print ads for added measure. Instead, they should be looking at the entire consumer experience and investing in a cost-effective manner, engaging target audiences on the most-frequented platforms.
Depending on the habits of your audience, this could translate into a smart combination of digital, print and outdoor advertising.
Bringing it back to customer experience, the first step is to think about what devices your consumers are engaging with. What times are they most active? How often are they looking, clicking or logging in? From there, you can work backwards, infusing your brand message into their daily lives.
If your target audience are professionals in their mid-20s, your data analysis might show they check Facebook on mobile as soon as they wake – and again when they commute – also passing by outdoor ads before sitting for the rest of their day office-bound, working on a desktop.
In this scenario, a brand would potentially boost consumer engagement by sharing a relevant mobile ad in the morning, and amplifying its key messages via additional digital and traditional touch points for a meaningful, exponential branding effect.
Mobile is definitely an important element to advertising, but it’s just one piece of the larger puzzle. The brands that understand the need to work backwards using smart audience insights and tapping into cross-platform, multi-device advertising pushes, are most poised for success.
If your advertising campaigns could benefit from our data capabilities, in new markets or established regions, then get in touch today by emailing firstname.lastname@example.org to find out more.
Tags: advertising, Asia, Consumer, digital, Mobile