Mobile media – going back to basics

The mobile platform is the most personal of all digital touch-points. It is the one device that is always accessible, is usually the first port of call when looking for information and interacting with others, and can hold some of your most personal information. Therefore, the opportunities for advertising on mobile media, with its stronger targeting and contextualization, are invaluable.

Mobile rich media advertising has some unique attributes that other forms of digital advertising do not. With the phrase ‘the year of mobile’ being thrown around, especially as Saudi Arabia and the UAE are among the top five countries in the world with the highest mobile penetration rates, brands are increasingly waking up to the importance of mobile advertising.

There are many different formats and placements for rich media ads, each with their own unique merits and each serving different objectives. The mobile advertising world is always evolving; new functionalities and capabilities are constantly becoming available. However, when initiating a mobile campaign, there are some fundamental considerations that need to be addressed, with two in particular:

What is the objective?

Now this may seem obvious, but there are many times when this point hasn’t been thought through. The first question you have to ask yourself is, ”what is it that you want people to do?”

To really be able to answer this question, you have to take the time to understand the brand and the product that you are focusing on. Only then will you be able to truly make a call on what you want the consumer to do/think/act/feel when exposed to your ad.

Once you have established the objective from both a functional (for example, app downloads vs. awareness vs. gameplays) and an emotional level, this information needs to be used to direct the creative. After that, the sky is the limit. The beauty of mobile rich media is that creative is essentially limited to your imagination (to a certain extent). There are so many points of interaction that are available today that designing a creative that generates engagement within a limited size requires thought.

Get into the head of the consumer – how would a consumer of that brand/product want to be spoken to? How can you package the message in the best way for it to resonate? Answers to these questions could depend on a number of factors, from the colors or imagery used, to the way video or social media is employed. Think about the audience and how they think, not the marketer.

Who do you want to target?

Once you have established a solid objective, the next step is to start thinking about logistics.

Targeting is key. The beauty of mobile lies in its ability to target consumers through multiple channels that all overlap so that we are able to reach people at the right time, in the right place, with the right message.

When ideating a campaign, the targeting strategy should not be an afterthought, it should be a consideration from the beginning as it can affect the objectives and the creative execution. As you are establishing what you want the consumer to do, you also need to establish who the consumer is. Both of these factors intertwine to form the backbone of ensuring the message is successfully delivered to the right person.

The targeting capabilities on mobile enable marketers to be granular with who they reach. The functionalities on mobile devices allow for targeting strategies to be multi-layered, ensuring that only the most relevant consumers are reached.

In summary, reaching the right people is the primary task for all marketing functions. Mobile is a unique platform that allows companies to do this more effectively. With a little extra planning and strategizing at the inception of a campaign, the results from mobile will speak for themselves.