Elizabeth D’Arcy-Potts – Sales Director, Europe at CAKE
We all know that as consumers spend more time on mobile devices, it would make sense for advertisers to spend more on mobile advertising. However, statistics show that increases in mobile advertising spending are not keeping up with total media usage.
Mary Meeker’s 2014 Internet Trends Report states that consumers spend 20% of their total media time on mobile devices, but advertisers only spend 4% of their total budget on mobile advertising. The same report reveals consumers spend just 5% of their total media time looking at printed items, but advertisers continue to spend 19% of their advertising budget on print advertising. It is clear that advertisers should adjust their spend to better align with actual media usage, but care must be taken when increasing digital ads as consumers can be easily irritated if they receive too many.
Make it Meaningful
Advertisers can easily push more sales promotions and engagement campaigns to customers’ mobile devices, but care should be taken to communicate with consumers in a way that is actually meaningful for their mobile experience – not distracting, intrusive or irrelevant.
With mobile device usage so high, advertisers should also ensure their sites are viewable on mobile devices. Unfortunately, advertisers continue to take mild action on mobile site responsiveness with only 11% of the UK’s top 100 brands finishing 2013 with a responsive site, according to the IAB’s Mobile Optimised Site study.
Michael Wong is director of product, CAKE
Tracking installs used to be the standard measurement of success for mobile app advertisers. But as anyone with an array of barely touched apps on their mobile device can attest, installation doesn’t equate to engagement. In other words, a million downloads are meaningless to marketers and app developers if users aren’t coming back and creating value, either through in-app purchases, display ad monetisation or even brand recognition.
As the mobile channel evolves, advertisers are quickly recognising that engagement is the new mantra for the most successful and profitable mobile app advertisers. And engagement isn’t only the solution for user monetisation, but also determines an app’s rank in the mobile ecosystem. Consider Apple’s stance on engagement: Last fall it was reported that the company was modifying its App Store rankings algorithm in a move to take usage and positive reviews into account when determining an app’s position on the Top Charts list. This decision directly correlated to an explosion of buggy and subpar apps dominating the App Store charts because of a shift to incentivised download campaigns. While this corrected the general malaise within the App Store rankings, it left unsophisticated advertisers searching for options to maximise their return on marketing investment.
Here are some key best practices for moving beyond downloads to measure and understand the most important factor for mobile marketing success: engagement.
- Define what successful engagement means. At its most basic level, “engagement” refers to how consumers are interacting with an app. Good apps have higher levels of engagement, which means that people actually use them. But depending on the type of app your brand is marketing — Is it a game? Cooking app? A personal productivity app? — engagement might be measured according to different criteria.