Rupert Staines, an executive at digital advertising company RadiumOne, has dubbed 2014 “the year of mobile advertising” — and given the figures he crunches, no one with media jobs in mobile advertising agencies can be left in any doubt that he makes a sound point.
RadiumOne, which has offices in New York, San Francisco, Chicago, Europe and Australia, has an impressively smart approach to mobile advertising, which we’ll come to in a while. But there’s a problem: despite the fact that the opportunities for reaching consumers are vast (Staines cites eMarketer stats forecasting that the global smartphone audience will break 1.75 billion in 2014), mobile advertising is still being used surprisingly badly.
Staines chides advertisers for using a “clutter bomb approach”, indiscriminately spraying as many ads at mobile devices as possible, hoping that some consumers, somewhere, will bite. But it’s counterproductive as well as damaging: today’s consumers live in the era of hyper-targeted advertising and they expect to receive ads relevant to their interests. Frankly, they get annoyed if they keep getting messages that have nothing to do with them, Staines avers.
He advocates a two pronged remedy:
i) Always integrate mobile advertising into the full digital campaign. Treating it as a separate bandwagon that has to be jumped on without any real thought just leads to the monstrosity of clutter bomb advertising.
ii) Use the data on mobile use by consumers effectively. No other device is, as Staines puts it, “always on and always there.” This provides advertisers with invaluable data on app use, consumer location and internet browsing on the hoof. When desktop and mobile data are brought together, advertisers increase their chances of reaching their next buying customer drastically.
“The key is to treat mobile and desktop advertising as different outlets of the same ad campaign. Intelligent advertising technology such as RadiumOne’s closed-loop software platform that generates data in real-time, absorbs the data on an integrated data management platform enables marketers to buy ad impressions and serve them to the same relevant consumer across any device. Naturally, as the formats differ, the consumer will be served different versions of an advert to suit the device, ensuring the message resonates across all platforms.”
2014, he concludes, isn’t the year of mobile; it’s the year of mobile advertising.