Leveraging data to make targeted consumer advertising campaigns more effective

Consumer-targeted advertising on mobile devices could pay huge dividends for companies.

Posted on Mar 6, 2014 by YuMe

Smartphones and tablets continue to make our daily lives easier. Advances in mobile technology have created devices that allow people to watch movies and television shows online, get turn-by-turn GPS directions when they're driving, and even shop for clothes and groceries while on the go. Once considered a luxury, smartphones, tablets and laptops have now become necessities as reliance on technology continues its rapid growth.

And with this change in consumer behavior comes an opportunity to advertise and market goods and services to people who are no longer dependent on flyers, circulars and large billboards to influence their buying decisions. Mobile video advertising continues to be a focus for companies looking to increase their reach by leveraging the use of technology and data.

But the real concern associated with advertising on mobile is not just figuring out the best way to deliver content to the consumer, but how to make the information relevant as well.

Targeted advertising
"With mobile's unique properties as both a data-tracking device and a delivery mechanism, the biggest challenge is to figure out how to piece everything together to be useful for marketing," states PriceWaterhouseCoopers in a summary of its recent research, "Mobile Advertising: What Do U.S. Consumers Want?" 

The survey was part of PwC's Consumer Intelligence Series.

The study found that even though consumers appear to think negatively of ads for mobile, 69 percent of smartphone and tablet users said they don't object to seeing these ad types while using their devices, as long as they're relevant. This is good news for companies looking for ways to not only effectively deliver content, but make it worthwhile for the consumer.

Knowing that people are open to advertising on mobile is only half the battle. The other side of the coin is figuring out the best way to reach these potential customers. To accomplish this two-part goal, companies need to understand what consumers are doing on their devices and how often they're doing it. The use of data can help uncover this information, and PwC says that by using these tools, advertisers and marketers should develop mobile advertising strategies that promote a measure of interaction between the company and the consumer. 

PwC also notes that within the mobile space, advertising, "must deliver perceived value to the consumer and often in an experiential manner."

Companies that find a way to effectively implement all of these methods in their targeted advertising and marketing plans should expect to see success in their consumer-targeted mobile advertising campaigns.