Google Insider Research

    Since the launch of a product like the iPhone, most consumers have focused on the Multi-Touch interface.



    From numerous observations, it became apparent that with the introduction of smart devices on the market, consumer behavior is changing rapidly. And if we draw an analogy, then advertising tactics and strategies change at the speed of light.

    At the moment, Google is actively engaged in the study of "micro-moments"related to the use of mobile devices. And such an interest in the main sharks of the IT market is easy to explain: each of us spends on average about 120 minutes “talking” with a smartphone. However, only 12 minutes of the total amount of time are given to live communication. The rest is spent on surfing the "big web", social networks, games, listening to music, checking electronic mailboxes ...
    You will probably be surprised, but the average user is used to checking the news on his smartphone every 6 minutes. At the same time, information that every day on the planet about 1.5 million Android devices are activated every day will be no less interesting. And this is about 4 times the figure that reflects the global birth rate of children.

    So, Google’s vice president, Sridhar Ramaswami, believes that all consumer attention riveted to smartphones is a bonanza for marketers. Especially when it comes to programmatic space, which forces advertisers around the world to keep up with the times.

    Of course, Google is not the only company that is trying to better understand these new patterns of consumer behavior. Similar studies are also carried out by: the American non-governmental company The Pew Research Center, which is engaged in research on social issues, demographic trends and public opinion; leading international company The Boston Consulting Group, specializing in management consulting; The Interactive Advertising Bureau (IAB) and the Mobile Marketing Association. All of the above organizations have recently published studies that could benefit marketers who are in search of new retargeting strategies and ideas in the field of smartphone creativity.

    Below we present to your attention five studies that all advertisers who have relied on algorithmic advertising purchases should definitely familiarize themselves with.

    MOBILE PROGRAMMATIC PLAYBOOK

    In March 2015, IAB released its Mobile Programmatic Playbook study, which describes how well all components of the mobile programmatic campaign should work together to achieve better results. If you need to refresh your memory and recall the most successful practices of measuring performance or recall the creatives that have the greatest impact on consumers, then this guide is for you.

    There are four main types of ad units on the mobile programmatic market, namely, banners, “embedded ads” * (interstitials), video, and native advertising. In this case, the most common today is banner advertising, which accounts for 70% of all impressions.
    If we compare these formats with the usual “display”, then:
    The conversion rate of “implemented advertising” is 2 times higher.
    The conversion rate of “natural advertising” is 4 times higher than the
    CTR of “implemented advertising” 1.5 times higher than the
    CTR of native advertising is 1.2 times higher

    * “Embeddable” advertisements appear in the browser window (not necessarily the entire size of the window) when moving from one page to another while loading. - IAB

    ADDING DATA, BOOSTING IMPACT

    The 11-page Boston Consulting Group report “Adding data, increasing impact” is a successful attempt to shed light on the possibilities of digital advertising, which marketers may well have missed. Here you will find recommendations on how to improve engagement with innovative behavioral targeting techniques.

    Many advertisers are not interested in innovation, because they lose the unique opportunity to increase the effectiveness of advertising campaigns. Unlike traditional RKs, new targeting techniques allow you to: increase the efficiency of the CPA model by 32%, reduce CPC and CPV by 70%, and increase the number of clicks and views of advertisements by 200%.

    US SMARTPHONE USE IN 2015

    The Pugh Research Center has done an excellent job providing statistics on how consumers of all ages use their smartphones. This also applies to cases where consumers intend to quickly and easily solve a particular problem. We are talking about all the same "micro-moments" that are laid out on the shelves of Google.

    62% of smartphone owners use a phone to check their health information
    57% use their smartphone for online banking
    44% - to view real estate
    43% - to search for job information
    40% - to view information on government services
    30% - for educational content search
    18% - for applying for a job

    APP VS. WEB FOR SURVEYS OF SMARTPHONE USERS

    The same Pew Research Center explains the difference in the behavior of consumers using mobile applications and web browsers. It is noteworthy that the respondents were asked to talk about the use of mobile devices an hour before taking part in the survey.

    An hour before the survey, the vast majority (80%) of respondents used their mobile phone, 7% - a tablet, and 14% - a desktop or laptop.

    Smart Mobile Cross Marketing Effectiveness Report

    Do you believe that during the conduct of the RK by such a large company as AT&T, 3 consumers were involved for every dollar spent on mobile advertising, and the TV channel could attract only 1.5 consumers for every dollar? A report by the Mobile Marketing Association details how AT&T, Coca-Cola, Walmart and MasterCard benefit from an increase in their mobile budget.

    Coca-Cola. After evaluating the effectiveness of each individual channel, it turned out that the mobile provides 25% higher top of mind awareness (the first brand that the consumer recalls when mentioning the product category) and increases sales by 6%. And this is with a 5% share allocated to mobile advertising from the total budget of the Republic of Kazakhstan.
    Walmart Only 7% of the budget allocated to Kazakhstan was spent on mobile. At the same time, mobile advertising was much more effective than television, seriously affecting the intention of consumers to make a purchase. BYYD • Mobile Advertising Platform




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