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BizReport : Mobile Marketing : November 11, 2013

Expert: Why mobile brands need RTB options

While Real Time Bidding (RTB) for advertisers is still in the early stages, it is evolving rapidly. According to one expert, RTB's advantages are key to improving not only online but mobile campaign performance.

by Kristina Knight

Kristina: Nearly $10 billion has been spent in the mobile ad space (2013). What is pushing this growth cycle?

Martin Hayward, Mirror Image: The mobile ad spend has seen a huge increase this year for many reasons. To start, the growth of mobile devices this year is enormous - 61 percent of Americans now own a smartphone. The time consumers spend on mobile is growing as well, with Americans spending just over two and a half hours per day on their devices. To meet the growing market, advertising technology has had to evolve. Advertisers are more willing to spend money on mobile because the technology is now sophisticated enough, to a point where they are confident that the right audience is seeing their message. This is possible because of real-time dynamic delivery.

Kristina: How important is it for brands not just to advertise on mobile but to have mobile-friendly sites?

Martin: This is very critical for brands. Just as targeting consumers with the right ad is important; so is keeping consumers on your website long enough to interact with your brand. Over 1.2 billion people access websites from their mobile devices (according to Trinity Digital Marketing), so it is important to make sure each user has the best experience possible.

Kristina: How can mobile brands ensure the experience they offer is of high quality?

Martin: The first place to start would be for brands to make sure their website content is customizable based on device type. Content will display different based on whether a user is viewing it from a desktop, tablet, iPhone, Android, etc. Technology such as device detection can determine, in real-time, which device the website is being viewed from, and dynamically deliver the content that meets the specific device attributes and capabilities. If companies aren't doing this, their websites may load slowly and the content may not appear properly on a customer's device.

More from Martin and Mirror Image later this week, including how brands can break through, using mobile, in 2014.

Image via Shutterstock

Tags: Mirror Image, mobile advertising, mobile marketing, mobile RTB

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