I often get asked “Why is Kiip so effective when it comes to mobile branding?”, “Why are Kiip numbers so much higher compared to other mobile ad platforms?” and “How exactly did you grow Kiip’s engagement rate by 230% within one year?” My response is one word. Moments. It may sound familiar, because this is the core of what we do, and how we see the mobile marketing world evolving.
Brands, listen up — "moments" are absolute gold. It is the ultimate cheat code to expand effective brand awareness for your product or service on mobile. Note that every company in this space always seems to manage to conjure up a study that has an impressive statistic. But it is critical to note that brands have struggled to find a consistent, non-interruptive mechanism to engage with a consumer with brand lift on mobile. Note brand lift – brand metrics begin to matter a lot on mobile, especially when your brand metrics could suffer if you’re too interruptive. Earlier this year, Nielsen released a case study on how Kiip validates its mobile strategy. Kiip outperforming Nielsen’s brand lift benchmark norm by 9x was all the proof I needed to confirm that our moments model definitely works, and below are the 5 reasons why it does.
1. Moments are non-disruptive. Let’s face it, no one likes to be interrupted. No matter how amazing your product is, ugly banner ads and irrelevant random pop ups are not favored and the number one reason for the ad blocking controversy. Moments were built to respect the user, because it is the first metric that the industry seems to be adopting that both the user and brand simultaneously understands. Granted proper guidance, publishers should be finding moment triggers during moments when they know their users are the most attentive, but not in a rush to go do something else. We call that a “Rewardable Moment”.
2. Moments are relevant and precise. Mobile users, beyond millennials, are most receptive with moments because they occur when they’re engaged with a task already. When you offer a user a relevant brand reward/content related to that task, it’s a natural flow. The connected user is addicted to “flow” – one task after another that fits their current continuum. Much like how in well designed content experiences (Facebook, for example), you seem to get “lost” in the content; users can become inevitably enamored by your brand through a proper “moments flow”.
3. Moments are unique, first-party, permission-given captured data. Moments occur during real-time. Brands can now see what potential consumers are doing rather than just reading or clicking. For the first time in history we don’t have to rely on content as a proxy for what our consumer’s true intent and behavior profile may be. We can actually see these behaviors in real-time through moments. For example, wouldn’t a brand that sales running shoes want to target someone who actually logged in a run on an app versus someone who just read a fitness article online? Actions speak much louder than words, and much louder than content consumption – especially on mobile. As a result, this behavior set is a very unique set of data that brands can begin to leverage to create “mobile-first customer profiles”. We used to rely on old data to create these profiles. Your goal should be how to understand the mobile first behavior of all of your customers. Every other set of behaviors is irrelevant.
4. Moments are serendipitous & delightful. Another reason why mobile users are receptive with moments is because it delivers a sense of surprise. When someone isn’t expecting something to be offered to them to bring value into their life, a dopamine rush occurs. By leveraging delight, brands are inventing a new “permission” to engage with the consumer. This leads to novelty that persists. The desensitization effect that traditional ads experience simply do not apply to moments, as we’ve seen with our research. Dan Ariely in Predictably Irrational talks about positive intermittent reinforcement as one of the most effective engagement schedules. This mechanic aligns both psychology and user experience for the first time.
5. Moments are a still a new concept. As much as I’d like to state that every company has jumped onto the moments bandwagon, they haven’t. Moments are relatively untouched by a majority of top brands and are not apart of the mass of mobile strategies just yet. So there is no better time than now to join the mobile moments movement, before your competitors do.
Very recently, you may have caught our news that Cheetah Mobile, the world’s biggest utility apps developer (with over 635 million monthly active users) – has licensed our platform to create “Cheetah Moments” in APAC to serve brands there.
It’s exciting to see this interest globally as consumers ultimately experience their lives in moments, and we as technologists have the duty to align to that path with marketing that understands that philosophy as well.
Own the moment!
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