What Types Of Users Are Taking Advantage Of Mobile Advertisements?
An advertisement that doesn’t inform or help could be considered a waste. This is why targeted advertising is so important. Showing ads to the wrong demographics creates ad blindness in the user and wastes money for the advertiser.
The advantage of mobile advertising is that different mobile data points including location and device information can be used to target the right consumers at the right time and in the right place.
Millennial Media has published some data on which mobile device users most frequently resonate with different verticals, and the results are quite interesting. The top audience who respond to advertisements from the retail and restaurant vertical are bargain hunters.
In the current economic climate, many people are keen to find bargains and items at reduced prices. Mobile advertising is able to use data points like location to alert and inform shoppers of bargains near their physical location. Hearing of a half-price sale in a shopping mall 100 miles from your current location doesn’t help. However, discovering a sale occurring in a mall near your current location is advantageous to the retailer and to the bargain hunter.
Since most mobile devices are permanently connected to the internet via a 3G or 4G network, last minute bargains are also popular. Since bargain hunters are able to purchase or reserve items online – like seats in a restaurant, goods from an e-store or even tickets for an event – then the always-on nature of mobile internet devices allows to seller and buyer to connect without the consumer being at home.
Of the top three verticals: retail & restaurants, consumer packaged goods (CPG) and technology, there is one common audience that finds affinity with mobile advertising across all three. That group is business and finance enthusiasts.
source: Mobile Marketing Trends from the Millennial Media 2012 Mobile Highlights Report
According to Millennial Media, this audience connects most frequently in the CPG vertical and holds the second place in retail & restaurants and technology. This could well be a reflection on the continued penetration of smartphones into the business sector including banking, insurance and finance.
Other top audiences in the CPG vertical include food lovers, students and tradesmen, while in the technology vertical the top engaged audience is avid shoppers with fashionistas coming in third after the business and finance enthusiasts.
What these numbers reveal is that mobile advertising works across a broad spectrum of demographics and is able to reach consumers in a wide variety of segments, not just technology savvy gadget lovers.
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Gary Sims is a mobile app developer, technical writer and contributor to Mobile Advertising Comparison.