In our hyper- connected, mobile world, a one size fits all approach to advertising doesn’t cut it anymore. The future of advertising and successful user engagement is deeply rooted in context, location, and personalisation.
Dynamic mobile ads are personal and customised dynamically in real-time based on predefined creative, a user’s location and a brand’s offering.
If you haven’t already considered dynamic mobile advertising, you’re missing out. Here’s why.
1. Create Brand Intimacy
Mobile advertising enables brands to be present with their target audience at a point of need. Be it a need to be distracted or entertained, a need to know where to eat or how to get there, a need to connect with friends or a need to find out where that dress is from. It is a unique space that allows intimacy between the end user and the advertiser, which can then generate brand trust, or, end brand loyalty if not executed correctly.
2. Stand Out From The Masses
Mobile advertising provides context, location, relevancy and extreme personalisation, whereas other mediums are more likened to provide a billboard of generic information to a broader audience.
3. Extreme Personalisation
Dynamic mobile advertising incorporates all attributes of personalisation to connect a brand with consumers. Brands can communicate based on distance from the device’s current location to the nearest store for retail clients, weather updates and personalised messaging or offerings based on outdoor conditions for events or weather dependent products, or behaviour based dynamic messaging based on geo-audience filters. No other medium can boast this level of personalisation.
4. Relevance Like Never Before
Hyper-local targeting and dynamic messaging allows brands to push store locations, such as new openings or refurbishments, to users when relevant. Imagine being in close proximity, or inside a Woolworths when you receive an ad whilst browsing that says ‘Looking for dinner tonight? Coles is just 300m away’. From there, the user is able to tap on the banner ad to be taken through to a mobile landing page whereby the best route is mapped out for the user directing them straight to Coles.
5. Increased Engagement
The more targeted and relevant a mobile ad is, the more likely users are to tap on or engage with the ad. In fact, research by Telenav has found that mobile ad content that is localized and dynamic can increase click-through rates by 11.3%.
With personalisation becoming more and more important to consumers and subsequently, advertisers, dynamic advertising is here to stay. The capabilities are evolving rapidly and the possibilities are quickly becoming endless.