Appia's Predictions for Mobile Advertising Trends in 2014


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This webinar was presented on December 12, 2013. We took a deep dive into 6 trends that we see really moving the needle for mobile marketers in 2014. To listen to the full recording, click here:

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  • While great opportunity is associated with the growing popularly of apps, it also makes for a crowded space.
  • Location – We talk a lot about location targeting but this is something many mobile advertisers can easily start doing if they aren’t already. Advertisers can take advantage of a device’s GPS function to offer highly targeted ads to a user’s location. Language localization is important too: our studies have shown 42% increase in click through rate and 22% increase in conversion rate with localized creative. Demographic – If your target audience is a specific demographic subset, use that niche market to your advantage with demographic targeting. This will help cut down on wasted spend by excluding inappropriate or irrelevant audiences. Device – Different devices, different screen sizes, different usersOS – Keep in mind that new rich media ads may not function properly on older devices, especially when targeting outside of countries like the US, Canada, and other high value countries. Including or excluding certain operating systems to ensure your ads are functioning properly and giving a good user experience is imperative.Day-Parting – get in front of your mobile users at the right time. Analyze what time of day users are most active to make the most of your marketing dollars.At the end of the day, it’s all about CONTEXT. The more relevant your ad is to the user, the more likely they are to engage. Mobile marketers will continue to get smarter about targeting and marketing spend in 2014.
  • Android uses the Android ID, Apple uses IDFA as unique identifiers
  • The Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) first began implementing guidelines for mobile marketing in 2008. These industry leaders have already made huge strides in self-regulation in the mobile ecosystem, and we think more and more companies will be following their rules and recommendations in 2014.
  • Marketers will gravitate more heavily to video and other new media ad forms to utilize the mobile interface. In 2014, mobile marketers who forfeit banner ads for mobile-first ad strategies will ultimately engage more users and have a larger return.
  • ROI can be further increased by additional targeting and personalization
  • Native Ads are sponsored advertisements placed within the content of a site or application. IPG Media Lab reports that native ads drive 53% more visibility with consumers and 18% more likelihood to influence purchasing decisions. Giving users a more natural, intuitive ad format ensures that user experience is enhanced, rather than compromised by the ad.
  • The focus on high-quality, higher lifetime value (LTV) users will become mission critical for mobile advertisers, publishers and developers in 2014.
  • Obtaining quality users - not just a quantity of users and downloads – will be a pressing focus of mobile marketing. Marketers will adjust their strategies accordingly, and the numbers game is going to become more complex in 2014.
  • These are the 6 Mobile Advertising Trends we see moving the needle in 2014.
  • Appia's Predictions for Mobile Advertising Trends in 2014

    1. 1. Appia's Predictions for Mobile Advertising Trends in 2014 Jamie Fellows, Chief Product Officer The Leading Mobile User Acquisition Network 1
    2. 2. Before we get started… Deck and recording will be available. Love the content? Share it! #Appia Keep the conversation going post-webinar. Follow us @Appia 2
    3. 3. About Jamie Appia’s Chief Product Officer Former SVP of Product at Millennial Media and VP of Product Management at AOL and Passionate about working with technology to develop products that can evolve and scale a business Focused on driving Appia’s business growth through product development and management 3
    4. 4. 4
    5. 5. 1. App Discovery Posing an Even Greater Challenge 5
    6. 6. In 2013, both the App Store and Google Play surpassed the one million apps mark. 6
    7. 7. 7
    8. 8. The combination of a great user experience and targeted marketing campaigns will maximize the visibility of apps, resulting in increased downloads and higher organic rankings in the Top Charts. 8
    9. 9. 2. Continued Improvement of Mobile Ad Targeting & Retargeting 9
    10. 10. Targeting will be Critical in 2014 Location Demographics Device Operating System Day-Parting 10
    11. 11. Retargeting is the practice of serving ads to users who have interacted your brand, content, or app. It has been widely adopted online but it has been tough to do on mobile. 11
    12. 12. Cookies are not reliable on mobile, so marketers have to leverage Device IDs to track and retarget users effectively. 12
    13. 13. Retargeting Tip: Use different ad formats App Wall Discovery Ads Interstitial Ads Banner Ads 13
    14. 14. Retargeting Tip: Frequency Capping Combat ad blindness by capping the number of times a specific person sees a certain ad. 14
    15. 15. 3. Growth of Mobile Real Time Bidding (RTB) 15
    16. 16. Mobile ad spend is estimated to reach $20.3 Billion in 2014 16
    17. 17. Media Post estimates RTB to make up 45% of all mobile ad buys at the end of 2014. 17
    18. 18. 4. Privacy Guidelines and Standards 18
    19. 19. We think 2014 will be the year we see a huge push towards self-regulation and privacy standards across the mobile ecosystem. 19
    20. 20. Key Issues addressed by the MMA’s Privacy Policy Guidelines include: Core privacy principles and consumer-friendly language for developers Ways to inform users on how data is obtained and used Guidance on security and confidentiality of information 20
    21. 21. 5. Diminished Use of Static Banner Advertisements 21
    22. 22. As mobile advertising spend increases in 2014, brands and marketers will continue to explore more creative mobile ad solutions, and banner ads will be on the decline. 22
    23. 23. Touchable, “swipeable”, or shakable content is more appealing to users than static ads. 23
    24. 24. Rich media ad units are more engaging and are typically better performing when compared to conventional banners. 24
    25. 25. Native Ads tailor the user’s experience with relevant content without distracting from their originally intended destination. 25
    26. 26. 6. Lifetime Value of Users Becoming Critical on Mobile 26
    27. 27. A user that is regularly engaged and finds high value in an app is one that ultimately brings the most revenue over the life of that engagement. 27
    28. 28. Tracking post install data will help you understand true LTV and apply that back to your marketing efforts 28
    29. 29. Recap: App Discovery Posing an Even Greater Challenge Continued Improvement of Mobile Ad Targeting & Retargeting Growth of Mobile Real Time Bidding (RTB) Privacy Guidelines and Standards Diminished Use of Static Banner Advertisements Lifetime Value of Users Becoming Critical on Mobile 29
    30. 30. Questions? 30