Study Show That People WANT Mobile Advertising

I know what you’re thinking, no one likes ads and would do anything to get rid of them. But a new study shows that in fact people actually want relevant mobile advertising.

According to a recent study conducted by TUNE, “almost three quarters of us are not willing to pay even $1/year to avoid mobile ads. Only 9% would spend $1/week or more.”

This study also discovered that less people are using the “limit ad tracking” feature on iOS and Android devices, which limits the amount of data advertisers can gather to help reach the right audience with content that is relevant to their lives.

As a society, we look down upon advertising but this study proves that people are not willing to pay as little as $1 to rid mobile ads or turn on a setting that limits them for free.

As marketers, this gives us hope that if we find the right market and target them using the most relevant content, everyone is in for a better mobile experience.

The Power of the Digital Wallet

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Digital wallets are becoming extremely popular for mobile device users as they make shopping both online and in-store incredibly simple. When we refer to digital wallet, we mean electronic devices and programs used to make payments for purchases digitally, without presenting a physical credit card, debit card or cash. Some examples include: Apple Pay and Android Pay.

Many tech analyst believe this is the future of money. Digital Wallets can incorporate various features such as tap-and-pay on smartphones, gift card apps with scannable QR codes and even digital smart cards that mimic the features of a regular credit card. A smartphone digital wallet will help you pay for stuff, but it will also store your concert tickets, bus and subway passes.

As the millennial generation begins to take over the consumer market, the digital wallet will continue to be adopted at a rapid speed due to its convenience. Mobile-based payments in the United States are expected to reach $142 billion in volume in 2019.

How can Digital Wallets benefit my business?

Adopting the digital wallet to your business plan lets consumers know that you are up to date and care about the consumer’s experience with your brand. Many of these digital wallets, such as Apple Pay and Android Pay, allow businesses to build loyalty programs which can help keep customers coming back.

As a merchant, you benefit from the use of digital wallets because they’re protected against fraud and they help sell more products, faster.

How secure are Digital Wallets?

According to SmallBizTrends, “New EMV terminals adhere to a “chip and pin” standard, established by the credit card industry, that produces a unique transaction code (called a “token”) for each purchase. As such, EMV credit cards are more secure than cards with magnetic stripes, and this new standard enables payments to occur via NFC over POS systems.”

Because digital wallets are rather new to the tech industry, it will still take time to convince the general public that this payment method is 100% secure. Concerns are heightened when they consider the complexity of a digital-wallet transaction, especially compared to the simplicity of cash or straight credit. Although, security experts have continually come out in favor of digital wallets versus physical payment technology.

Talk with a Rain representative today to see if we can incorporate the use of the digital wallet into your campaign!

Leveraging Data for Your Mobile Campaign

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When setting up your mobile campaigns, it is important to understand the differences between types of data and how they can be used to reach your marketing goals.

First Party Data

First party data is data you have collected about your customers on your own and is usually the best type. It can be in the form of behavioral data that you collect and analyze or demographic data that is provided by the user themselves. Often, this type of data can be gathered from website visits on a mobile device or interactions on various social media sites.

After better understanding your users wants and needs, you can adjust your campaign accordingly. This can be highly successful when using first party data that reflects a higher than normal amount of traffic in a specific geographic location.

First party data allows for retargeting, meaning targeting customers whom have already shown an interest in a product. For example, Amazon uses first party data to display what customers may want to by based on things they have bought or viewed in the past.

Second Party Data

Second party data can be purchased or retrieved from a similar entity or through media buys. It is any data that is gathered along the media buying process. This data often includes device model, location of user or software version. This data is often valuable when segmenting audiences into targeting categories.

If you are trying to market a high tech product towards a wealthier, in-the-know type of audience, second party data would help you to target your advertisements to those with high end devices that are using the latest software version.

Third Party Data

Third party data is purchased from data management platforms (often called DMPs) and then sold to marketers and companies. A couple examples of DMPs that sell this type of data on a massive scale include BlueKai, eXelate, Peer39 and Nielson.

Third party data is expansive and useful for targeting based on consumer behavior and demographics. Due to the wide range of data, marketers are able to get well rounded insights into the effectiveness of their campaigns. It is important to remember that this data is available to everyone – including competing marketers.

We hope that you leave our blog today with a better understanding of how marketers gather their data and how the RAIN team analyzes each type to choose the best for your campaign!