Targeting For Mobile Success

Creating engagement and addressing consumers needs are two things that are pivotal to any successful marketing campaign.  Targeting is a great way to connect and engage prospective customers.  There is a new study out that tells us how important targeting is with mobile advertising.

  • Editorially aligned mobile ads have a click-through rate five times that of non-aligned ads

The top targeting strategies for mobile ads are:

  • Geographically – 65%
  • Keyword/contextual – 64%
  • Behavioral  – 54%%
  • Age – 47%
  • Gender – 41%
  • Handset/Device – 35%
  • Retargeting – 25%
  • Current location – 24%
  • Time of day – 20%

What Does This Mean To You?

Content = Engagement.  It’s as simple as that.  Consumers are more likely to spend time with wanted content and attaching your message ad to that content will drive more consumers to you.  Also, targeting people by where they are, what they are looking for or what they are interested in are very effective ways to make your message more “sticky”.  For more information on pairing your message with valuable content and targeting consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: EMarketer; Kontera; JumpTap; Digiday


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