Everyone is talking about mobile spending’s steady ramp to overtake desktop ad marketing. Reports by eMarketer tell us to expect a $1 billion increase in mobile banner spending. The trend is clear—brands and their agencies absolutely must figure out how to leverage and engage on the mobile platform. No matter how you look at it—it’s on. But, before brands can experience the full opportunity of mobile as marketers, we’ve all got to understand the unique power of mobile targeting and the true personalization it allows. The key to that power is understanding how mobile audience data is so different.
At a base level, brands, agencies and publishers have been buying and selling media based on basic demographic and light behavioral data for years. It’s been the normal, commonly accepted process. But, flat demographic targeting or even filtering based on pre-defined segments could never be as meaningful as essentially cross-referencing tens of thousands of attributes related to location, device, content and time of day. It’s only when you can understand clusters of behavior related to combinations of those elements—that you can truly personalize message, creative and delivery to effectively target and engage. And, this is the new reality. It’s happening today in mobile. So, why wouldn’t you embrace it?
Think about it this way. Even with no personally identifiable information, with data kept in clusters, mobile usage data is some of the most personally relevant data available, in terms of how it benefits the marketer and in turn creates the ability to truly personalize and satisfy the consumer. People’s actions in the physical world telegraphed by their mobile use on foot, reflect more of their attributes and “who” they are than the vague physical act of desktop browsing. Where and how the typical day is spent; what content is digested, shared and relayed; via which device; and so on. We can now be so much more precise, thanks to this granular view of activity.
Some more good news is the expansion of programmatic options for mobile. There is now a solid marketplace and infrastructure for executing in an efficient programmatic format, gathering insights from mobile data and using applying what you learn to scale. True, we must all operate in an entirely privacy compliant manner, and that will remain a focus for us. But, having realized the opportunity that mobile data creates, we know that we need this data to optimize targeting of our campaigns and truly deliver an intimate, localized, personalized experience for each and every consumer.
We know that the mobile shift is happening. Consumption is there and marketers are taking note and moving their dollars, thanks to what can be learned through mobile data, essentially achieving the powerful 1:1 marketing they have always wanted. But success will depend on realizing the significance of mobile data, or just how powerful it is, and developing more granular targeting and optimization approaches and then scaling those efforts based on learning.
Richard Stalzer is the CEO of Voltari, a company that develops predictive analytical solutions for the mobile space.