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S E P T E M B E R 2016 The Mobile Brief

THE MOBILE MARKETING BRIEF

USI NG DIS PLAY TO OFF ER THE BES T CRO SS- CHA NNE L MO BIL E EXP ERI ENC E

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Display

With consumers spending 43% of their online



the content provider or advertiser

time on mobile, and mobile ad spend being up 60.3% to £2.627 billion in 2015 (accounting for



based services

entered the era of mobile1. •

Click-to-order ads: link to brochures or marketing materials based on postal addresses being supplied

advertisers, but is equally effective in a fully integrated, cross-media campaign involving TV, print, radio, out-

Click-to-locate ads: enable users to find, for example, the closest car dealer or cinema through location-

30.5% of all digital advertising), we have truly

Mobile can be used as a standalone medium for

Click-to-call ads: allow users to place outgoing calls to



Click-to-buy ads: allow users to make purchases via

of-home (OOH) and online. A TV ad, for example, can

a saved credit or debit card, or using another form of

prompt consumers to search using a specific keyword in

mobile payment

order to get more information, whereas coupled with an OOH ad, consumers could be persuaded to look up the



including logos, wallpapers or ring tones – onto their

nearest store to their current location to purchase the item

mobile phones

directly. Here are a few examples of how brands can engage and interact with their customers on mobile:

2

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Click-to-download ads: provide users with content –



Click-to-video ads: enable users to view an advertiser’s video ad for a product or service

Display

When starting a mobile display campaign, it’s worth looking at the two different channels from which we buy your target audiences: mobile web and mobile applications. Channel

Description

Advertising Opportunities

Mobile Web

The mobile web is a channel for delivery of web content,

Banner ads on mobile web sites

which offers and formats content to users in awareness of the

Text ads on mobile web sites

mobile context. The mobile context is characterized by the

Branded mobile web sites.

nature of personal user information needs (e.g. updating your blog, accessing travel information, receiving news update), constraints of mobile phones (i.e. screen size, keypad input) and special capabilities (i.e. location, connection type such as 3G or WLAN)

Good for: Driving users to a mobile web site Lead generation Direct sales Branding

Mobile

Software or content that consumers downloaded to or find

Ad placement within applications (e.g.

Applications

pre-installed on their mobile phone and then resides on the

banners, “splash” pages)

phone. Examples include applications such as games, news

Branded applications.

readers and lifestyle tools. Downloads are accessible only to consumers with appropriate mobile phones and data plans.

Good for: Branding/CRM Driving users to a mobile web site

Source: http://www.mmaglobal.com/files/MMA%20Global%20Mobile%20Advertising%20Guidelines_030308PR.pdf

This January, the mobile web display inventory surpassed

direct-response oriented, will determine the technology

that of desktop for the first time ever. It’s also worth noting

used; however, recent advancements in the market mean