Strictly Marketing Magazine May/June 2017 Issue Strictly Marketing Magazine mayjune 2017 - Page 14

For example, mobile advertising provides the ability to track ad exposure to in-store visitation. This is quite unique to mobile, and can provide incredibly powerful insight if set-up correctly. If an advertiser has sales estimation data (average spend of a visitor as an example), a store visitation lift study could be conducted to track ROI. This provides a better un- derstanding of the lift impact of an individual ex- posed to the ad versus a control group not exposed. While tracking ROI on mobile in-app still remains a challenge, marketers have a set of tools to choose from when it comes to mobile site advertising. Sec- ondary action tracking, click to call, navigation re- quests, form fill and coupons are all viable options for tracking ROI metrics. There is a time and place for each, though, and marketers must take that into consideration when choosing the tool they want to integrate with a particular campaign. Video Mobile as a platform supports a range of ad formats, from in-app to mobile site banner ads, the options are quite endless. Not be overlooked, though, is mo- bile video, a content format that is gaining more and more traction with consumers. Mobile marketing's awesome potential in 2017 is reinforced with reports like this one: research firm BIA/Kelsey predicts that U.S. mobile-ad spend will exceed $40 billion -- and the industry can expect that number to pass $65 billion by 2020. Last year, mobile digital ad-spend fueled mobile-side growth on a path to outpace desktop ad-spend. Meanwhile, smartphones and tablet devices account for 51.3% of Internet use. By year's end, 75% of online content consumption will be mobile, media buying agency Zenith forecast late last year. The opportunities for consumer engagement via mobile premium video is limited, and one that should be considered when developing a mobile-based campaign. As the platform evolves, mobile video ads 14 Strictly Marketing Magazine May/June 2017 will become more interactive and include touch and vibration. Ad formats will evolve alongside, giving marketers the opportunity to create interactive brand engagements with a more personalized experience. Virtual Reality (VR), for example, will be a place where we see mobile responsive ad integration in the space. Dynamic video technology will allow brands to have very personal interactions with consumers at scale but we are not there yet. Marketers who start inte- grating these future capabilities into their current ad strategies will be best positioned for success in the future. Ads will need to be created three-dimension- ally, as opposed to today’s standard two-dimension, and that requires a new creative process. If a con- sumer can actually feel the lightweight formula of that make-up you’re trying to sell, how does that change the way you present it? Mobile has provided consumers, and in turn brands, with a whole new way of engagement. As the mobile audience grows, and the advertisers who leverage the platform alongside it, the platform itself will continue to change to fit the needs of both consumers and the brands trying to reach them. Marketers look- ing to leverage this platform must focus on key areas in development and execution to reap the most ben- efit from any one campaign. When strategically con- ducted, marketers will find mobile a powerful and impactful platform to engage with consumers. David Aaron is vice president, sales at Gamut, smart media from Cox.