Why audience segments are the new currency in mobile advertising

Why audience segments are the new currency in mobile advertising

In the age of data-driven digital and mobile marketing, where mobile ad spend is forecast to account for 72 percent of United States digital ad spend by 2019, we are at a critical inflection point of changing the mobile advertising currency from impressions to audience segments.

The shift from desktop to mobile has advertisers following suit, and they are not looking back. Campaign success is now portrayed as the ability to grow a brand's audience by converting prospects that drive mobile purchases, rather than reaching mobile consumers to reinforce brand awareness and recognition.

The living proof of this is the Snapchat Discover feature. Since launch more than a year ago, there are now 20 channels produced daily by established media brands such as People, CNN, ESPN and The Wall Street Journal, along with Vice and BuzzFeed

To reach their core target audience – millennials and Generation Z – advertisers are starting to see mobile advertising not just as an option, but as a necessity. 

In the face of this media and social revolution, advertisers have fully embraced mobile, and are becoming significantly more intelligent in the process. 

Advertisers can see the potential from mobile and the ability to accurately identify their audience of choice. This is especially critical when it comes to brand dollars in the programmatic arena, where advertisers are demanding maxed-out campaigns with large budgets, but reach an extremely narrow audience. 

Gone are the days of blindly buying cost-per-thousand (CPM) impressions in Web sites where the age and gender demographics would broadly match their target persona. 

The last two years have seen digital spray-and-pray campaigns based on impressions pave the way to sophisticated audience-based campaigns that are enabled through data-science based targeting and ad-serving capabilities driven through machine learning.

 

Share it:
Share it:

[Social9_Share class=”s9-widget-wrapper”]

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

You Might Be Interested In

How Artificial Intelligence Helps IoT

29 Jun, 2019

The internet of things also known as IoT for short, allows us to have a data connected world of devices. …

Read more

Sorry, blockchain skeptics, IBM’s network for shipping is greasing the wheels of commerce

21 Aug, 2018

Did you just get a TV from Tokyo or some flowers in France? Blockchain, that potentially disruptive but much-derided technology, …

Read more

The future of marketing belongs to the fearless

28 May, 2018

We really are living in a “brave new world,” where marketing today is barely recognizable compared to marketing ten or …

Read more

Do You Want to Share Your Story?

Bring your insights on Data, Visualization, Innovation or Business Agility to our community. Let them learn from your experience.

Get the 3 STEPS

To Drive Analytics Adoption
And manage change

3-steps-to-drive-analytics-adoption

Get Access to Event Discounts

Switch your 7wData account from Subscriber to Event Discount Member by clicking the button below and get access to event discounts. Learn & Grow together with us in a more profitable way!

Get Access to Event Discounts

Create a 7wData account and get access to event discounts. Learn & Grow together with us in a more profitable way!

Don't miss Out!

Stay in touch and receive in depth articles, guides, news & commentary of all things data.