April 15, 2013

NEW YORK – A Condé Nast executive on the 2013 IAB Mobile Marketplace last week said that as publishers get a far better grasp on how to define users across multiple mediums, marketers ought to deliver platform-specific advertising.

During “The Publisher’s POV: Building Engaging Experiences for Mobile Devices” session, executives from Condé Nast and Yahoo spoke in regards to the challenges and opportunities that publishers have with mobile and digital marketing. The session also presented a glance at how marketers can track consumers across multiple screens with relevant content.

“I could fairly easily inform you – certainly around the Condé Nast footprint – how to define the very same person in print, digital and mobile,” said Pat Connolly, vp of selling solutions at Condé Nast, Big apple.

“The question is that if you’re delivering the very same ad to them across all of these platforms, you then are completely missing the purpose,” he said.

Publish on mobile
According to Mr. Connolly, some of the publishing house’s biggest opportunities with digital is leveraging the volume of knowledge that may be available about print subscribers.

This gives the corporate an easier idea of the way readers consume content across multiple platforms.

Condé Nast has also developed a methodology built around publishing everywhere.

According to Mr. Connolly, Condé Nast is ready to understand on a definite level when a print subscriber goes to a website to observe content, that’s consumed differently than a print product.

Similarly, online and mobile behaviors will be matched up, which permits advertisers to make cross-platform media buys.

That has brought about the publishing house learning what works and what doesn’t work, which is able to help advertisers get an improved grasp on their campaigns.

When it involves what brands are trying to find, the Condé Nast executive said that advertisers want more room and insights into campaigns.

It all boils all the way down to understanding consumer behavior on mobile devices and using a smaller-sized screen to make a powerful impact on consumers.

For example, consumers are buying less small consumer-packaged goods products and magazines while in line at grocery nowadays because they’re glued to their mobile device.

Therefore, marketers ought to reframe how they hook up with consumers in-store by means of mobile as a main touch point.

Traditionally advertising brands have checked out their competition as other competing brands of their industry. As an instance, Audi’s biggest competition can be BMW.

With mobile though, the bar is decided higher with a brand’s competition, per Mr. Connolly.

“Once you create an app, your biggest competition is some other form of experience in that space – you’re competing with everyone who has created a game or content,” Mr. Connolly said.

“It can’t just be better than BMW, it must be better in some aspects than Angry Birds or The elements Channel,” he said.

Mobile targeting
The ultimate goal of mobile advertising at an area level is to achieve consumers on the right time and the proper place.

However, there are two main challenges here for marketers – scale and establishing a shopper need for a majority of these ads.

“The concept that i’d make a brief left turn because my phone buzzed and told me to move buy a sandwich – we shouldn’t expect for that consumer behavior to switch that fast,” said Patrick Albano, vice chairman of sales for mobile, social and innovation at Yahoo, Sunnyvale, CA.

“What we actually were attempting to help advertisers understand is, ‘when does the patron decision happen to your products’” he said.

Take retail, as an instance.

If a buying decision happens five hours before a client goes to the shop, there’s a large opportunity to focus on the shopper before they visit a shop rather than specializing in the last ten minutes before a client buys something.

When it involves the variations between mobile sites and applications, marketers are increasingly seeking to mobile Web to feature more interactive elements to their experience.

Additionally, mobile Internet advertising may be as rich as in-app units, per Mr. Albano.

Yahoo has built full-screen content Websites into expandable ad units as a product for advertisers it really is distributed throughout Yahoo’s network.

According to Mr. Albano, 80 percent of Yahoo’s users are logged into their accounts while browsing online and via mobile because they’re using one in every of Yahoo’s products. This helps the corporate track users across multiple screens.

“We’ve been seeking to explore what behaviors really count, so among the things that we’re observing as we speak is search data and retargeting people in keeping with what they’re looking for,” Mr. Albano said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York