Mobile Ad Effectiveness

Mobile Ad Effectiveness

It is a truth universally acknowledged, that a person in possession of a smartphone or social media, must be in want of a product, right? When scrolling through Facebook, and you see an advertisement that appeals to you, you are enabling market researchers to identify your wants and needs. This helps researchers tailor this information to target more products and services of more value to you. When smartphones and social media platforms were first launched, it was easy to collect behavioral data, but identifying purchase conversions remained a struggle.

Today, market researchers have narrowed the gap between linking clicks and finger swipes with “actual purchase conversions.” According to the article, “Mobile’s Power to Track Purchase Influence,” comScore did a study that consumers see around 1,700 banner ads per month and don’t click on any of them which raises whether or not these ads are being useful. Unique advertising identifies (IDFA’s or advertising IDs), is the key to identifying whether or not ads are effective because it tracks how consumers are interacting with their ads. Since smartphones aren’t cookie enabled like computers, IDs act as cookies. A computer cookie is downloaded into a computer when a certain website is accessed and stores a users data.

Many apps offer a location feature with benefits, which many consumers eagerly take advantage of which also is a benefit market researchers who can use geographic information to identify ad effectiveness. Another measure of ad effectiveness is that market researchers use is geofencing. Geofencing is a technique that uses GPS to define geographical boundaries send messages, coupons, and alerts to consumers. Apps like Groupon and Ibotta that offer deals of goods and services use this technique to appeal to consumers.

Unique, personalized, location based messages can generate a huge amount of data that is very beneficial to market researchers. They can determine if their ads are effective and help to make their ad campaigns more efficient.