AgVoice | Hyper targeting users with Mobile Video Ads

In the past, marketers were challenged with a one-size-fits-all mobile advertising model. It’s a model that might have kept relevant brands from reaching your mom, your spouse or even you. Today, the ability to target using content preferences, device types and even time of day, gives marketers the power to target individuals, and not try to achieve success by reaching out to the masses. 

 

Technology research firm Gartner projects that, by 2015, total mobile advertising revenue will reach $20.6 billion U.S. This demonstrates that marketers have caught on to the fact that reaching users where they spend much of their day, on their mobile devices consuming news and entertainment, connecting on social networks and so on, is a quick route to true return on investment.  

 

There is a tremendous opportunity for marketers in India to combine the reach of mobile video with the power of mobile advertising for an unprecedented opportunity to hyper target consumers with rich, engaging campaigns. And many brands in India such as Sonata and Fastrack, as well as global brands such as PizzaHut and Pepsi are already reaping the benefits. 

 

One such way use the reach of mobile to inform your marketing approach is to survey consumers prior to kicking off a campaign, after serving relevant ads or at the close of a campaign. For example, a survey that Vuclip recently conducted about global trends in mobile devices loyalties and preferences garnered more than 560,000 responses in 188 countries in just a month. You could only achieve this scope of responses in this timeframe using mobile as platform. And if you are curious, we found that globally, men care most about the price of devices when shopping and women care most about function and design. In India, Vuclip also recently conducted a survey regarding soda preferences. Pepsi emerged as the brand of choice for a dominant 46 percent of the respondents in India, while 20 percent of the respondents favored Coca Cola. This type of data is tremendously useful for marketers and collecting it so quickly is an added bonus. 

 

How you apply this information to your campaigns is also important. Consider that mobile offers the opportunity to tailor your communications to a specific location, handset, or device. And know that mobile users are prone to “snacking” or consuming bits of content at a time in between meetings at work, in line at the grocery store, waiting at the doctor’s office and so on. Fifteen-second video ads are an ideal duration to engage audiences. Just as mobile devices are growing in sophistication, so is the mobile consumer, so be sure to refresh creative often. And most importantly, be sure to find a reliable mobile advertising platform that can handle surveys, hyper targeting and guide you with best practices so that you can maximize your campaign success. | By Meera Chopra, Vice President, Advertising Sales – India, Vuclip