What Obama said about his mobile ad campaign?
December, Political wire
Mobile Ads Worked
President Obama’s reelection campaign “spent millions on mobile ads that targeted down to the neighborhood level in battleground states,” Adweek reports.
The campaign claims “targeting on-the-go voters moved the needle, underscoring a 2012 that saw the mobile marketing space seemingly toddle towards significantly impacting the larger advertising world… Democratic operatives said they got click-through rates from 3 percent to 19.5 percent during the race’s crucial stretch run when Mitt Romney appeared to surge in late October and early November.”
Mobile Advertising in India
According to the Telecom Regulatory Authority of India (TRAI) there are more than 850 million mobile phone subscribers in India. This is more than 70 per cent penetration rate for the country. The Internet and Mobile Association of India (IAMAI) reports that there are 46 million active mobile Internet users in India, a statistic that suggests that mobile Internet users will surpass desktop users in the coming quarters. When users consume content on the mobile Internet, either through mobile websites or mobile applications, they provide an opportunity for advertisers to reach out to their target audience. Statistics on growing mobile market
Mobile Users in India
Asia had 763 million new mobile users last year. By march 2013, India had 968 million mobile subscribers and 168.4 million internet users. This rate is expected to grow by 20% by the end of 2014. India is one of the fastest growing mobile markets in the world.
No. of Mobile devices sold
2.6 billion devices are estimated to be sold by 2016 in India. Mobile devices shipment to India and no. of units sold here showed a growth rate of 233% in the year 2012-2013. This rate is expected to grow more for Smartphone in the coming year.
App downloads
No. of app downloads by the end of 2015 is expected to be 108 billion.
Why Geo Targeting?
Geotargeting, or local PPC, is an AdWords feature that lets you target your ads to only appear to customers in a certain location, or set of locations, that you specify. For businesses that rely on foot traffic (like restaurants), proximity (like used car dealerships by city), and deliveries (like an e-store that ships to certain countries but not others), geotargeting is an absolute no-brainer. With geotargeting, you won’t squander your ad budget on wasted clicks from people who are outside your target area, and you’ll increase the chances that the people clicking on your ads are actually eligible to receive your products and services. In other words, geotargeting is essential if you want to make the most efficient use of your limited advertising spend.
Your Mobile Ad Campaign Specification must include:
- Target Campaign Region
- Population
- Mobile subscribers
- Growth rate in subscribers
- Conversion rate
With mobile advertising, you can reach all the mobile internet users of your region. The larger target you opt for, the higher will be your cost.
Your Ad Mix:
- Graphic Banners
- Graphic Banners with text link
- Rich Media (only for smartphones)
- Device Type: Android/iOS/Windows/ Blackberry
Mobile Ad Types and it’s popularity
- Mobile Website Ads : 79%
- Banner Ads: 49%
- Mobile Search Ads: 44%
- Mobile Messaging: 41%
Average Satisfaction Ratio
8/10 say they are completely satisfied with mobile ads.
Spend your money in all the right places.
Demographic: Target consumers based on demographic profiles, including age, gender, household income, language, education and more. Ensure the brand message is delivered to the demographic most aligned with the desired consumer to drive maximum campaign effectiveness.
Content: Align brand messaging with premium content topics that best reflect the interests or demographics of the target audience.
Tactical: Looking to target a consumer by device? Or when they are at home on Wi-Fi during primetime hours? Reach consumers based on the characteristics of their mobile devices and connections, enabling them to leverage mobile-only characteristics to connect with their target audience.
Location: One of the most powerful targeting solutions to mobile: location. With geo-targeting solutions, advertisers can reach consumers at any time and any place – with accuracy.
“Advertising in 4 words : Aim-Research-Create-Fire”
