Thursday, April 10, 2014

Time to Refresh Your Mobile Marketing Plan

Seeking a bigger bonanza from mobile marketing? A map to gold in the fast-changing mobile landscape would be nice, right? Check out the planning checklist offered in a recent MarketingProfs article by Shawn Aguilar. You'll want to leverage your social media, but, with social networks pushing paid ad products over organic, an unpromoted post that used to reach half your social audience is probably tapping just 10% now, the article warns. Options: Budget for social's mobile-ad products, or win publisher-site sharing for less than the CPCs of promoted posts via mobile-ready content syndication using services such as Gravity or Taboola. Befuddled by format choices? Traditional mobile banners may give you the biggest reach, with support from over 300 mobile ad networks, but research shows that new formats deliver higher engagement, so consider testing in-app interstitial ads as well as the new filmstrip banners and full-page flex banners, which allow for rich content and videos within the banner, the article suggests. We recently reported research showing that ads with video are clear winners in click-through. That makes mobile video ads a smart choice, especially now that major social media platforms have enabled auto play on mobile devices. See the more detailed checklist for your mobile marketing plan at http://www.marketingprofs.com/articles/2014/24811/your-five-point-mobile-marketing-checklist

Tuesday, April 8, 2014

Big Digital Ads, Video Deliver More Clicks

Bigger is better in the digital ad world, per a new analysis by PointRoll. Its review of over 100 billion digital ad impressions provides some interesting click-through benchmarks for display formats, reports MarketingProfs. For example, larger Rising Star (RS) display ad formats, introduced by the Interactive Advertising Bureau (IAB) in 2012, get a 70% higher average click-though rate (CTR) than smaller traditional digital display formats. The IAB's RS units are larger, interactive formats for brand advertising (Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider are RS), with RS mobile and video options. The PointRoll study found that the larger RS ads earned an average 0.16% CTR compared with an average 0.09% CTR for standard digital ads. Including video with ads is another way to boost response. In-stream video ads earned a 4.5 times higher CTR on average than Flash ads, and 2.7 times higher CTR than rich media ads. If you don't have in-stream video, at least add video to your rich media promo: Rich media ads with video won a 22% higher average CTR than rich media ads without video. For more on the PointRoll benchmark report, see http://www.marketingprofs.com/charts/2014/24821/digital-ad-benchmarks-performance-by-format