Mobile Ads Receive Most Engagement When Users Are Shopping
Mobile advertising and smart phone use is on the rise. Yet surprisingly mobile phone users only spend about 7% of their time on their mobile devices for shopping as opposed to performing other tasks. The good news for advertisers is that this shopping time is when users test highest for engagement with ads.
Location based advertising and ads on mobile devices are more important than ever. That moment when someone is going to make a purchase, what Google calls the "Zero Moment of Truth" is an essential time to convert a potential customer into a sale.
Today's savvy shoppers are using their mobile devices to get real time information on the shopping floor. If advertisers have strategic ads that resonate with the buyer, there is an easy transaction in their future, as buyers can read the ad or activate the coupon and purchase right on the spot.
Some more good news form the recent Yahoo!-Ipsos research is that most users prefer to use mobile browsers instead of apps to shop. The mobile browser offers more opportunities for ad displays than apps do.
The digital agency can use this data to help draw price differences from publishers. This data can also help determine which ads need to be displayed where to maximize the engagement and recall of the user.
Digital agencies who understand what sites customers are using, and how best to get ads placed on those sites and networks will reap the most rewards here.
But what does this mean for mobile shopping apps? Apps, though fast and built specifically for shopping, still have some user issues. People are more used to going to their mobile browser or Google Maps to look for information. Apps still have some work to do getting people on board, and making it second nature to fire up the application when you are in shopping mode.
Leading publishers and those who have perfected their mobile advertising system have the opportunity to benefit most here. But also the small businesses and retail stores around the country can learn from this. Placing ads in mobile is a great way to connect with the buyer at moment of purchase. Maybe even more important or cost effective than traditional advertising on web sites and for desktop surfing. So mom and pop shops, talk to your web design firm and see about mobile advertising for your business.