Gotta Catch ‘Em All

Gotta Catch ‘Em All

Whether or not you have hopped on the “Pokemon Go” bandwagon, you have to hand it to Nintendo – they are on to something, and their stock agrees. “Pokemon Go” is an augmented reality mobile game that allows players to join a treasure hunt via navigating through real world locations. The game capitalized on players’ yearning for nostalgia and adventure, and the fact that it hit No. 1 in the App Store screams that there is more than just that magic to it. Let’s take a look. The popularity of the game depends heavily on high mobile phone usage, and the personalized, local element that consumers love. To match this consumer demand, mobile advertising spend has been on the rise. According to a recent study, eMarketer predicts that US adults spend an estimated 2 hours and 51 minutes on mobile devices every day. Consumers have given strong cues about their advertising preferences – namely, advertising must hit the mark for them to be interested. If we can’t answer WIIFT (What’s In It For Them), we have already missed the opportunity. So how do we stay relevant?  Keep it mobile – that’s where consumers are. Mobile advertising is the present and future of advertising. Keep it personal – provide relevant ads based on your consumers’ interests. Make it easy by finding them and reminding them what they researched last night, “Safest SUVs 2016.” Keep it local – meet consumers where they’re at. Serve ads to consumers when they are ready to make a buying decision, i.e. at George’s Toyota of San Francisco. While Demand Local isn’t directly related to the...

Know Your Visitors? Create Personalized Content That Sticks

Consumers are expecting real-time content personalization when they visit a web page, and marketers are responding to the demand. In fact, over half of all US marketers are focusing on it, according to new research. Recent polling by Researchscape for Evergage, found that 58% of marketers worldwide used real-time personalization – defined as data-driven personalization completed in less than 1 second.” The main venue for personalization, according to 44% of those polled, was websites. Mobile websites trailed at 17%, followed by web apps and mobile apps at 13% and 9%, respectively. The poll also showed that pop-ups were the most popular type of personalized content, with 53% of respondents using them. Auto dealers can focus on content personalization on their own sites by getting to know their visitors. Take a deep dive into your analytics and learn where your visitors are coming from, the devices they are using to get there, and the pages they spend the most time on. Then, use this information to create content that is more likely to grab visitor attention – and, hopefully, create...
Update Your Mobile Strategy With Location Based Advertising

Update Your Mobile Strategy With Location Based Advertising

Imagine targeting an automotive shopper while they are sitting at a competing dealership, presenting them with an offer they couldn’t refuse. We already know millennials are researching nearby deals and prices throughout the automotive buying process, and a better deal could get them on your lot. Location-based mobile advertising will be a game-changer for a lot of retailers. According to a new Technavio report, it’s gaining popularity – especially as the use of GPS-enabled devices continues to grow. The report also examined how the growing use of social networking sites, such as Facebook and Twitter, is leading to increased adoption as users share location information via these mobile platforms. While you may be able to hit the proper location for your advertising efforts, it’s equally important to target the right audience with the right messaging once they are there. For automotive dealers, capturing someone actively looking for a new car, with enticing messaging, while they are at a competing dealers’ site could be the sweet spot. Ready to learn more? Contact us today about our mobile advertising...

Don’t Miss The Mark On Serious Mobile Shoppers

Think mobile shoppers aren’t serious? Think again. In a recent study conducted by automotive website Edmunds.com, it was found that mobile users are, indeed, serious shoppers. According to the report, mobile users are engaging in five relevant behaviors: Shopping Viewing inventory Clicking on ads Submitting leads Consuming content (page views) If your site isn’t prepared for mobile visitors, you may be missing out on traffic, leads and, of course, sales. We’ve covered the importance of having a mobile-friendly site, but your site needs to be more than simply accessible from mobile devices – it needs to encourage serious shopping. Here are our top three tips to optimize your mobile plan: 1. Make sure your inventory pages are easily viewable from mobile devices. According to the report, mobile visitors “actively engage in key lower funnel shopping activities,” including viewing the inventory of actual vehicles for sale nearby. Mobile visitors also view about “9% more inventory pages on average, per person than wired inventory viewers.” Consider investing in a responsive web design, making sure your font is big enough and easily viewed from small screens, and that all of your pictures and videos are quickly rendered on mobile devices. 2. Include mobile-specific ad copy in your search campaigns. The Edmunds report found that “mobile users are at least 2.5 times more likely to click on ads than wired site visitors.” Concise mobile messaging, targeting the specific needs of mobile shoppers, can encourage clicks – and get more people to your site. 3. Make it easy for mobile visitors to connect with you. Consider “click-to-call” buttons, short lead forms and even text...
Is Mobile Video Advertising the Answer?

Is Mobile Video Advertising the Answer?

With recent data showing that millennials will make up 25% of the U.S car market in 2015, you can expect to see many car companies targeting ads to this audience. But millennials don’t like traditional ads. This younger crowd is watching less TV and opting instead to view their entertainment on a mobile device, the majority of which are viewing on a small screen, such as a cell phone. They consume content on these platforms in relatively short bursts of time (under ten minutes). This, combined with the fact that traditional advertisements aren’t resonating with millennials, can leave one wondering what the best way to reach this audience is. Enter mobile video advertising. Mobile video accounted for the majority (55%) of mobile data traffic at the end of 2014. It is predicted that by 2019, it will grow to a staggering 75% of all content on mobile devices. And if any further evidence is needed to show the importance of mobile video, look at Facebook’s recent earnings report. Of the fourth quarter ad revenue, which was almost $3.6 billion, a whopping 70% was from mobile. If you haven’t leveraged mobile video advertising, now’s the time to...

Mobile Search: The Final Frontier

Everyone in digital advertising seems to be talking about mobile. With mobile banner and pre-roll ads trumping the conversation, it’s easy for mobile search to get lost in the fray. Last quarter saw a nearly 100% increase in mobile paid search over the same period in 2013. According to a recent eMarketer report, mobile will account for 85.9% of digital ad search dollars by 2018. While Google is expected to lose some of its overall mobile search market share to Amazon, Kayak, and Indeed, it will still maintain a commanding 64.2%. Here are a few tips to get on Google’s good side and run effective mobile search campaigns: Be location specific It’s important to set up a strong and useful geo. Targeting a DMA or 50 miles around a dealership might not be worthwhile. Do your research and set up a geo that makes sense for your campaign. Include location information in the ad itself to pack an extra punch. Mobile search ads increase in effectiveness when local information within the ad is coupled with location targeting. Take advantage of urgency Mobile users are used to instant gratification. They are on their phones while watching TV, while researching, and increasingly while on dealership lots. Take advantage of this relationship by appealing to their sense of urgency; give them the motivation and the resources to contact you quickly and easily. Have a mobile friendly site I have said this before and I will say it again; invest in a mobile-friendly user interface! Nothing makes mobile ads more effective than an easy to use, seamless mobile...