Personalizing your Mobile Advertising Campaign on Apps could up the Brand Favorability and Purchase Intent for your brand. Research from IPG Media Lab, indicates targeting Audiences with Personalized Ads based on Location, Search Terms, Past Purchase and Social Media Sites used could increase Brand Favorability and Purchase Intent.
Advertise Your Brand Proposition on Preferred Apps
Bud Light that has an engaged following on Twitter with more than 70 percent users viewing content on App has launched a summer campaign, introducing a new design. To set the context enhance your message with an appropriate hashtag that is likely to create engagement with the users, who are already following the brand.
Bud Light has earlier rolled out “UpForWhatever” experiences that brings unique experiences in an app with engagement on Social Media.
Advertise on Apps of Choice within a relevant context or With Native Branded Content
Macy’s in a media partnership with Pandora created a brand experience that required users to Play A Wheel of Fortune game while listening to Music. The ad creative prompted users to “Play this game while you listen to music.” Customers who clicked were directed to a Wheel of Fortune-style text game featuring pictures of Macy’s apparel. An ad for a Macy’s sale also appeared above the game.
It is important that your creative attracts enough attention by placing it in the context to get higher click-throughs. Eye Tracking Studies indicate that users focus attention to the left hand side of the screen the most. As high as 75 percent of viewing time is fixed at 600 pixels from the left.
While choosing your advertising partner, look for publishers that provide the content the audiences like.
According to IPG Media Lab Report, ” Choose Publishers that match their audience with the content they love the most. For auto & travel, consumers are significantly more open to personalization like demo/geo targeting, device targeting, and past search behavior. For lower commodity categories, previous ad exposure and time of day are most acceptable”.
Co-promote With Another App
With most apps offering single window experience, co-promoting with an app that has high interest for your category can create significant buzz as seen for Starbucks Match campaign which offered couples a chance to meet at Starbucks and get a Value offer.
Match introduced a branded product feature that allows members to directly send an invitation to another member to set up that first coffee date. Using the “Meet at Starbucks” feature, members can send an email to someone they might like and can even find a convenient location for their Starbucks date using the Starbucks store locator.
Taco Bell was the first brand to partner with social mapping app Waze to buy branded map pins inside the mobile app.
Make it Interactive
An example from GeoMarketing talks about how Coca-Cola partnered with Mellow Mushroom to engage guests with a unique brand experience. “Spin the Coke Bottle” game offered an in-restaurant mobile experience where guests scanned the tabletop QR code to interact with each other via a series of conversation starters and trivia questions. An SMS Sweepstakes was offered to those who purchased a Coca-Cola product, giving guests a chance to win Mellow Mushroom gift cards and other great prizes.
An Emoji Campaign For Buzz and Recall
An Emoji Campaign is an ideal way to personalize your campaign for the time strapped mobile user who is looking at communicating or sending out a signal in a snap moment. Building in the phenomenon of quick interaction can create a significant buzz and engagement. An example from Oreo China successfully engaged all age groups with an Emoji campaign on a Messaging App
Use Drones To Create A Memorable campaign
According to Venturebeat, a marketing company called Adnear is using drones as part of a test campaign to track user locations through device IDs. It’s similar to what marketers already do in stores and malls, but by using mobile drones, Adnear is able to track users in new places where pre-installed sniffers can’t reach.
Native Apps With Branded Content
Use Native Content and Advertising for engagement such as ASOS and Lowe’s Magazine. To keep your users engaged this summer, digital content such as magazines with style guides, Gifs, DIY Creative ideas, Video and music streams hosted on your Native App can be the way to your consumers’ attention. As seen for Lowe’s App it is hosted in Apple Newstand Apps, making the content widely available and reaching audiences where they are most likely to be looking for ideas.