The Impact of Mobile Advertising
Don’t have your own retail mobile app? No problem, even without a mobile app to call your own, you can advertise using third party apps that your customers are already using to drive consumers to your mobile site, social media page, or fulfil an action like subscribe.
With mobile in-app advertising, you can even retarget users who have visited your site, run prospecting campaigns, target audiences that are higher up your sales funnel, and even run location based flash sales to capture consumer at the right moment.
In-app mobile advertising provides brands and businesses with a variety of options to create high levels of engagement through already popular apps. These ads are driven by accurate rich first party mobile and location data, that enable marketers and advertisers to connect with audiences on personal levels.
Benefits of Mobile In-app Advertising for Retail
More than 25.5 Million Canadians
Send deals to customers near one of your brick and mortar stores
87% of Canadian time on mobile is spent in-app
Target with Accuracy
Serve ads at the exact time and place that is most likely to drive conversion
Targeting With Accuracy
Mobile devices are always connected, making it possible for marketers to deliver offers, specials, flash sales, promotions and messaging to consumers in a timely and immediate fashion. In-app mobile advertising allows you to advertise to your consumer in a welcoming manner, providing them with timely ads that are useful to when and where they are can further increase conversion rates.
For example, for audiences who viewed one of your ads in the last 24 hours and happens to be within the same block of one of your retail stores, you can target them with a coupon, an offer in-app directly to their device. Without an in-app ad and the mobile data and location data it collects, this campaign could not be possible.
The Right In-App Ad Formats for Retailers
Enriched customer data is the crucial fuel needed to reach customers on a personalized level. With this data you can infer your customers likes, and preferences and use this data to direct your creative team to create ads that your audiences will want to engage with.
Here is a look at some of the most effective and commonly created mobile in-app ad types for retailers.
Expandable Banner Ads:
Versatile, easy to create, and highly effective. These ad types are also relatively inexpensive compared to more multimedia based formats like video. With this ad type, both brick and mortar and online retailers can expect a positive return on investment as they can drive foot traffic into stores with a store locator, or provide users with the ability to scroll through a product gallery and make a purchase.
There is no better way to showcase a product or tell your story than with video. Interactive video takes it one step further buy allowing audiences to engage with products on screen in a seamless experience. Users can click, drag, scroll, hover, gesture and complete other digital actions to interact with the content.
The most commonly used interactive options include:
Hotspots: clickable areas within a video; these areas can navigate to a landing page or reveal exclusive content within the video, examples are showing merchandise, pricing
360 views: Users drag the screen within a video frame to see in all directions
Branches: Paths users take to control and customize the content
Data inputs: Fields where users enter information
Quizzes: Delivers a personalized result to the user at the end of the video
Location: Enables users to get to the nearest location to action on an offer
Steps to Successful Retail In-App Advertising
Your in-app mobile ad should be created to drive traffic to a specific destination like your app, web page, or social media page. For example, your Canada day flash sale should easily let customers click on your ad, and be brought to a page that allows them to purchase the items they’re interested in.
Don’t forget the budget. Study the amount of traffic you have on mobile, and the user experience that they have on your app or site for mobile. If your campaign history shows that half of all traffic is coming through mobile, then you have the option of sending customers to your mobile app or the mobile version of your website. But if your app is not as versatile as your mobile site send your campaign clicks towards your mobile site and give your customers the best possible experience. Conversions are always higher when the user experience is simple and easy.
Finally, measure and adjust. Always measure your mobile in-app campaign performance after the week, make adjustments as needed based on your findings.