Marketers are confronted with the urgent need for more relevance in digital advertising. It’s not just a growing requirement based on what consumers want. It’s also shaped by the alarming rise in the use of adblockers, especially in mobile browsers, a phenomenon that has sparked a new wave of discussions about what advertising consumers will accept and appreciate. In today’s “Age of Context” it’s becoming quite clear that consumers expect — even demand — targeted ads that not only consider their general interest, but their current situation as well.
Much has been written about ad fraud as a growing advertising concern recently and various studies have attempted to quantify the scale of the problem. The Association of National Advertisers (ANA), for example, suggests that the corresponding wasted advertising investment due to bot fraud amounts to $7bn this year alone.
But what does the future hold?
Even with that growth, and even though my own research at TUNE indicates that smartphone owners are still installing plenty of mobile apps, thank you very much, we’re clearly in a maturing mobile marketplace in the western world. Continue reading
Over the last couple of years, advertisers have increasingly realised the value of mobile in the marketing mix. There are now fewer questions asked around the value of mobile advertising and it is considered a powerful tool in a marketer’s arsenal. What are the key differentiators in comparison to more traditional online marketing though? Personalisation is one, and having the ability to pinpoint the exact location of a user is another. So what is it that makes location so special and how can we leverage this mobile feature when aiming to deliver a message to our target audience? Continue reading