Lunar New Year is upon us, and although we’re a month into the 2021 calendar, it’s never too late to be thinking about new marketing strategies to continue through the year and beyond. It’s no surprise that mobile is king (and queen, and knight, and rook) and has become an even stronger staple in our day-to-day life since the pandemic began last year. For advertisers, not having a mobile strategy isn’t an option anymore. Still not convinced? Continuing reading to discover the 21 reasons to go mobile in 2021.
#1 The Shift Towards Mobile is Happening Fast
#2 Mobile Ads Span Across Demographics
#3 Interaction and Versatility with In-App Advertising
"As the infrastructure around in-game ads has matured, they’re getting more experimental — and more frequent" (DigiDay). With formats including survey questions, video elements, and elevated CTAs including exclusive deals and offers, in-game ads aren't just static anymore. Gain inherent, declared consumer data while entertaining and captivating users.
#4 In-App Ads are Memorable
According to Business of Apps, playable ads are proven to make an impression on users; "When it comes to in-game advertising, 52% found that ads in mobile games were memorable.” This means that your mobile ad will continue to impact viewers even after the ad session is over, accelerating awareness to activation.
#5 Reach Mobile Communities
Our mobile phones are natural agents of communication. 2021 will continue to forge virtual connections across national and international communities. According to Business of Apps “Over half of gamers play games to feel connected to friends and family and many play games with or against other people.” As we continue to adapt to the current world climate, in-app games can reach not just one person, but a connected community with real ties to one another.
#6 From Mobile to In-Store
“Brands now see the power of digital live experience to combine the authenticity of in real life, or 'IRL,' with virtual life” -CEO and co-founder, First Tube Media (Marketing Dive). Dunkin and TreSensa teamed up to drive in-store foot traffic with a Dunkin mobile ad and a CTA to download a coupon. With a 18% replay rate, 74% lift vs. benchmark*, and 4% click thru rate, in-store foot traffic increased by 23%.
*Confirmed by third party measurement through NinthDecimal tracking pixel.
#7 Mobile Advertising is for All Marketers
Mobile advertising has been proven to work not only for game and app studios but also for ad networks, publishers, agencies, and brands. With evolving formats and continued migration to mobile-use and in-app purchases, mobile ads allow you to tailor your marketing to your exact customer. Even better? You’ll get first-party data allowing you to evolve with your consumers.
#8 Revitalizing Dated Formats
Advertising through video has proven effective historically but with the continued rise in technology it is harder to captivate consumers attention. Mobile advertising is the solution, revitalizing video formats by inviting users to interact with the ad rather than just watch. Marketing Dive tells us that “Interactive video ads boost viewing time by 47%.”
Click the phone below to view a live example.
#9 Outperform Static Advertising
Advertising on mobile devices is the first step to success but the largest driver of performance is interactivity. Let me ask you this: are you more likely to pay attention to an ad that asks you your favorite Coca Cola flavor, or to an ad that just shows you flavors of Coca Cola? Your answer probably aligns with what most people would say. That’s why playable & interactive video ads outperform image & video-only in app ads by 3-5x (TreSensa benchmarks).
#10 Seamless Integration
“TreSensa Technologies compiled data from over 100 playable ad campaigns between 2016 and 2019 and found that the average engagement rates for playables served as in-app interstitials range between 15% and 30%, meaning that when presented with a playable, roughly 1 in 5 consumers will choose to engage with it and spend time with a brand” (IAB Playbook). Swiping, tapping, and engaging in media is deep-rooted in our mobile behavior. Presenting these functions in advertising allows seamless integration, matching mobile functions.
#11 Yield Rich Data
Measuring true consumer interaction is built-in to the playable ad format. “Unlike typical static banner and video ads, playables deliver a complete sensory connection; sight, sound, motion and active touch” (IAB Playbook). This yields rich data allowing you to measure raw interaction while also comparing results to static formats.
#12 Mobile is Surpassing TV
What if we told you that you were only advertising to 22% of consumers? Would you be shocked? “According to eMarketer, mobile is expected to top TV in terms of daily screen time this year. Many of us will spend that time gaming. Those of us who use gaming apps spend an average of 6.5 hours a week on them, and 78% use them daily” (Think With Google). It’s no secret that even when we’re watching TV, we spend time on our phone simultaneously.
#13 The Sales Opportunity Will Continue to Rise
The opportunity for ROAS on mobile is already exceptional compared to competing ad formats. The opportunity for growth in ad dollars will only continue to grow. “According to Newzoo, the mobile gaming industry is expected to top $100 billion by 2021, achieving a decade of double-digit growth. And it generated more than 50% of the global games market last year” (Think With Google).
#14 Variety of Platforms and Reach
With ad creation tools such as the TreSensa Mobile Ad Suite, distributing to a wide variety of platforms such as Facebook, Google, Snapchat, & networks including Vungle, Unity, & ironSource, has never been easier. One playable ad can be packaged and distributed for these networks where targeted specific, desired audiences are possible.
#15 Improve ROAS
Return on ad spend is one of the best ways to measure effectiveness of ad campaigns. TreSensa benchmarks have proven that interactive in-app mobile ads can maximize ROAS & reduce acquisition costs by 40%.
#16 Drive App Installs
It’s not just social media apps like Facebook and Instagram that are taking precedence. Flurry states that the ‘shopping’ category of apps grew by 54%, suggesting that consumers are feeling increasingly comfortable browsing and making in-app purchases. With this increased comfort, it presents an opportunity for brands to create their own revenue-driving apps. In turn, advertising these apps on other apps, to people you already know are comfortable using apps and spending money on them.
#17 User-Specific Targeting
Targeting is one of the most important aspects of marketing. However, getting ads in front of the right people can be a challenge. With interactive in-app advertising, you have the ability to reach users in a highly targeted way from their own declared data. For MARS Petcare, TreSensa delivered a different Playable exerience based on a user's pet affinity (are you a cat or a dog person?). Then, changed creative elements and marketing messages in real time based on ad performance and consumer action within the game. MARS Petcare was able to pinpoint purchasers and drive in store sales by quickly finding the right creative triggers to drive the desired results.
#18 Behavioral Tracking and Learning
A huge benefit of interactive in-app advertising is being able to discover the behaviors of users and adapt learnings to improve ad performance. For example, a leading game studio was experiencing a drop off between install and ongoing activity within their most popular title. TreSensa suggested testing tutorial variations within their playable ads to better understand which creative elements and CTA's kept users engaged. The studio was able to quickly uncover which prompts worked best, adopting them for the game UX itself, significantly increasing retention.
#19 Reach Users at Previously Unreachable Moments
Apps can offer a unique opportunity for marketers to reach users at times when other channels typically cannot. Because apps are used frequently throughout the day, often in moments when users are unable to consume other media, or in moments of down-time, they can now be used as a way to reach users when they previously could not be reached. For example, as soon as people wake up, on the commute to and from work, or during meal-times. Previously these were times to disconnect, read, or eat. They’re now moments people spend on their phones checking social media, playing games, and using other apps.
#20 Mobile App Advertising > Mobile Web Advertising
In comparison to the mobile web, where browsing and usage might be infrequent, app usage can often be a daily habit. People now wake up and check email, social, and gaming apps on their phones before ever getting out of bed. This habit presents the opportunity to reach this engaged and invested audience. eMarketer found that over the course of 2019, their data showed that the average person spends 90% of their mobile time in apps vs. the mobile web.
#21 Increase Advertising Revenue
Regardless of advertising KPIs, revenue is always going to be an important factor to consider. All of the above twenty reasons to go mobile play a role on the path to increasing revenue. Whether it be directly or indirectly, in-app mobile advertising can account for over 30% of advertising revenue according to a study by Adcolony. That number is only going to rise as the popularity of apps and app usage continues to grow.