Ian Foss, Marketing Manager at Clear Channel Outdoor will be speaking with Brad Gould at the AMA February Signature Luncheon on Wednesday – February 24, 2016. This is a preview of the subject they will be discussing – how traditional and digital advertising can complement each other. Join us and register today!
As a Marketing Manager for Clear Channel Outdoor, I work for the most traditional of all advertising mediums, out of home. However, with the rapid growth of digital and mobile advertising, all marketers, even the most traditional, need to embrace this changing media landscape.
The good news is traditional advertising and digital and mobile marketing complement each other nicely. Traditional advertising is great at mass reach, high frequency and large impressions. Mobile advertising, the use of location-based virtual geo-fences for example, can target specific individuals in reliable and relevant ways.
Used together, you get a powerful one-two punch – utilizing the massive reach of traditional media with the hyper-targeting of mobile advertising. Build brand recognition with your TV, radio and billboard campaigns and then work those conversions via mobile.
How do you determine the role each should play? How can mobile boost your traditional advertising to effectively reach your target audience? Much of this will be discussed in great detail during the AMA Phoenix Luncheon February 24, however today I would like to dive a bit deeper into mobile specifically. Whether you’ve done mobile campaigns in the past, or are getting ready to dip your toe, here are five important questions to ask before running a mobile advertising campaign:
- What is the best way to target my prospective customer?
One of the most effective new ways I’ve found to target your customer via location and demographics is through the use of GPS location-based geofencing. GPS mobile targeting, or geofencing, is very accurate and an effective way to reach potential customers. You can literally advertise within a competitor’s walls. Or, target a one-mile radius around a location to reach people at popular sporting events, concerts or convention centers.
- What sort of creative should I run?
The first step in figuring out your mobile creative is to decide which mobile ad format you are going to purchase. Banner ads, video ads, in-app ads, website ads, sponsored ads, native ads, etc. There is a lot to choose from; however, video is the fastest growing mobile ad format – it does come with a higher cost. Marketers should look at budgets, timeframe and goals before deciding on which ad format to run. Keep in mind, with any creative, whether a banner ad or a video, keep it simple and short. Attention spans are short, and you only have a few seconds to grab the attention of the viewer and make your selling position.
Plus, consider running a few different versions of creative and testing in-flight performance. One of the great things about digital (see #5), is that you get real-time data and can quickly adapt your strategy to be most effective.
- Which operating systems do my mobile ads need to be compatible with?
A recent Statista.com study showed that 53% of U.S. smartphone subscribers are using a Google Android device and 43% are using an Apple device, totaling 96% market share. Make sure your mobile ad campaign can run on both operating systems and you should be in great shape.
- What percentage of ad budget should I contribute toward mobile?
If you are just starting out with mobile advertising, I would recommend running a small test campaign. You can establish a benchmark with as little as a four-week mobile campaign. To develop your plan, decide specifically what you are trying to sell or promote, which URL or landing page you want to send clicks to, how you are measuring success, and what your follow-up will be.
- How am I tracking ROI?
The great thing about digital advertising is its ability to be tracked. Through the use of UTM (Urchin Tracking Module) codes, you can uniquely identify how well your mobile ad campaign is doing. A UTM code is a simple code that you can attach to your URL to track a source, medium and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.
You also get data in real-time, which allows you to make adjustments – if one display ad or video is getting higher click-through rates than another, you can switch more of your ads to run the higher engagement piece of creative. Then, looking at KPIs, such as web traffic, calls, clicks, leads, conversions, etc., you can clearly tie tactics to larger business goals.
Mobile advertising is a new and exciting adverting medium with so much growth right now. The opportunities to effectively reach your target audience have never been this readily available. With a little planning and due diligence, you can begin to eliminate advertising waste, and track success through location-based mobile geofencing. Couple that with a strong traditional advertising campaign and success is sure to follow. I look forward to discussing this in greater depth at the AMA Phoenix Luncheon February 24.