Forrester Research's recent report reveals that marketers must use a mobile-unique approach for integrated and individualized mobile ads.
There's no denying that mobile ad spend is on the rise, but many marketers still don't seem to understand the uniqueness of the mobile experience. To excel in the space, marketers must develop a mobile-only approach for ad formats, targeting, and execution, according to a recent report entitled, Mobile Advertising: It’s Time to Get Personal, by Forrester Research.
The report reveals that while marketers of course want to tap into the mobile advertising sphere, most of them fail to create effective ad strategies. According to the research, close to 60 percent of U.S. adult smartphone users feel in-app ads are interruptive, while a mere 20 percent think the ads are relevant to them.
According to Forrester, several factors have led to the discrepancy between marketers' goals and the results they actually achieve, including the immature market and the fragmentation of standards and solutions. Unfortunately, the standardization of the mobile market is hindered by privacy concerns, the lack of cookies, and the use of various tracking methods across mobile environments.
To deliver a better user experience, marketers must adopt distinct mobile formats with personalized ad targeting, which is the key to winning consumers' attention, suggests the report.
Per Forrester, four types of mobile ad formats will emerge in the near future:
But no matter the specific approach, mobile ads won't work if the strategy itself isn't mobile-first. And mobile-first requires a mobile-unique approach to creative formats and messaging, audience targeting, and partnership for execution, the report says.
Based on the findings, the report suggests that marketers, agencies, publishers, and ad-tech vendors should work together to achieve the desired results. Here's how:
Forrester interviewed 21 vendors and user companies for this report. To learn more, you can purchase the research from Forrester.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.