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BizReport : Mobile Marketing : November 18, 2014

Mobile RoundUp: Studies find targeting is key

In the mobile space targeting is everything. That's the takeaway from two new reports which indicate a majority of consumers would engage and interact with ads targeted to them via their mobile device.

by Kristina Knight

First, Taptica data indicates native ads are key for brands in the mobile space. According to their new report the lifetime value (LTV) of mobile consumers is 35% higher when they engage with contextually targeted, in-app native ads compared with full screen ads. Those engaged with native ads spend up to five times more compared to those who click traditional banners.

"LTV is the most important measure of success for mobile marketing campaigns," said Sigal Bareket, CEO and co-founder of Taptica. "By combining the use of native ads with our programmatic media buying platform, we can deliver engaging ads to the right users at the right time, maximizing our client's ROI."

Meanwhile, some mobile brands may not be targeting their ads properly. That according to new Spongecell data which indicates more than one-quarter of mobile consumers say they would 'take any action' after seeing a targeted mobile ad; nearly 20% say they would go to a store to check out a product after seeing a targeted mobile ad.

The problem, finds the report, is that only about 25% are finding social media ads actually targeted to them. As we've found most consumers check social networks via their mobile device. According to Spongecell three-quarters (75%) of Americans using social networks say they 'would interact' with ads targeted to them on Facebook; about 8% said the same about Twitter and 6% about Pinterest.

Image via Shutterstock

Tags: mcommerce, mobile commerce, mobile marketing, mobile targeting, Spongecell, Taptica

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