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The term ‘personalisation’ has become the most indispensable strategy: Alok Pandey

For Alok Pandey, Vice President - Sales & Marketing at Xapads Media, a smartphone is both the “present” and the “future”, a human’s assistant. The practice of assisting omnichannel users with their mobile searches has enabled advertisers to blend physical commerce with apps, he writes. 

The evolution of smartphones from numerical keypads to tablets has made it possible to stay connected via multiple modes from calling to video messaging. This has also helped discover new ways for advertisers to establish and showcase their brands amongst different niches across numerous digital advertising opportunities. And as smartphone penetration continues to rise, reaching 60.5% in 2021, the advertisers strive to acquire a potential audience that will lead to conversions and in-app spending. 

This usually requires a rational allocation of the marketing budget to have an effective performance of a campaign in place. Thus, to acquire and engage more users, these emerging advertising trends can help efficiently optimize your marketing activities in 2022. 

Artificial Intelligence: 

This sophisticated practice helps advertisers in formulating their advertising strategies, analysing the data sources to determine the user’s action and streamlining their business operations accordingly. The global AI spending in 2021 is $327.5 billion because it creates a lookalike audience based on previous campaigns and targets the new audience making campaigns more actionable and effective and the AI market is expected to reach $126 billion by 2025. 

App Store Optimization (ASO): 

With millions of Apps available on Google Play and Apple App store app visibility and quality installs is an important aspect. This is done by localising the app store pages and smart yet simpler modifications in the app such as keywords, app description, headlines, content, etc., which leads to conversions. 


It provides advertisers with multiple opportunities to showcase adverts at different touchpoints in a brand-safe environment and can easily tap the untapped audience and reach new potential markets because they have complete control over ad spends with no involvement of the middle man. 


This has become a catalyst for advertisers because in the era of smartphones, people look out for everything via apps. This has also resulted in the unprecedented rise of M-commerce, which will make this a popular channel among users and by the end of 2024, sales originating from mobile will reach nearly $4.5 trillion making up 69.9% of total retail e-commerce sales. 


Streaming video viewership via OTT is revolutionising the advertising practices because users now prefer to watch the streaming videos on such platforms that enables marketers to reach the audience directly and hassle-free. Globally, 2.13 billion people use OTT for video content consumption and the market is expected to increase nearly by 2.71 billion people by 2025. OTT adverts set themselves apart because while signing up for ad-supported OTT services, users already agree to receive ads that are non-skippable and non-minimizable. Moreover, OTT caters to marketing strategies with measurable data-driven audience targeting and meets the KPI goals that result in effective campaign performance. 


The term “personalisation” has become the most indispensable strategy to use personal data for targeted advertising. Product purchase recommendation has become the leading type of strategy used by advertisers because offerings pertaining to users’ interests give them a chance to choose your brands over others and automatically lifts 25% of marketing efforts. 


A real-user acquisition means post-install engagement! Engaging the already acquired users is a bit easier than acquiring and engaging the new audience as the existing user base gets acquainted with the brand and can further make the expected actions wherein retargeting such users via Wake-up Campaign can make a difference. 

Targeting Omnichannel Users: 

The practice of assisting omnichannel users with their mobile searches has enabled advertisers to blend physical commerce with apps. 82% of users consult their smartphone for purchases that they are supposed to make in an outlet and explore more products online due to the automated product recommendation which results in effective user acquisition and engagement as well. 

Mobile Measurement Partners (MMPs): 

MMPs like Branch, Kochava, Adjust, Appsflyer, etc., have made it easier to maintain the quality of the original install, increase transparency, decrease fraud and attribute the right source with real-time results. This helps manage campaigns better and distribute marketing spend rationally. 

A smartphone is both the “present” and the “future”, a human’s assistant and owing to this, in today’s digital advert landscape, following the above-mentioned trends can give your brand an extra edge. 


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