Insight of the Week: Travel Motivation

Vacations go as far back as the Roman Empire. They give us freedom, perspective, a break from our routine, and memories to last a lifetime. But...

Keep Reading →

The Power of Building a Mobile-First Audience

antenna-cell-tower-cellphone-masts-270286

Where’s your phone? Most likely, it’s sitting near enough for you to touch -- on your desk, in your backpack or coat pocket, or maybe it’s charging away in the nearest outlet.  On average, we check our phones every 12 minutes, or 80 times a day. With this high volume of contact comes a high volume of data, which if used correctly, can empower marketers to strategically target audiences.

Why Mobile-First?

Mobile devices are personal devices.  Especially with apps, users can cultivate a custom selection of tools to support their daily routine. Think apps like Runkeeper that track a workout, or a puzzle game to help you pass the time on your commute, or a recipe app that gives you helpful suggestions for what to make your picky family for dinner. Mobile data, and in-app data in particular, offers a nuanced look at consumer behavior that can then be used to build a targeted audience.

Let’s say you’re a CPG brand focused on condiments looking to target consumers. What would you rather target:

  1. A consumer at a grocery store.
  2. A consumer who just ticked “hot dogs” off their grocery list app.

What do each of these scenarios tell us about the consumer? Which of these scenarios will see the best return on your investment (hint: it’s #2).

Mobile-first data also allows you to target components that are essential in your mobile advertising strategy, such as location, content, hardware, behaviors, and other data voluntarily shared directly with advertisers and brands. These component aren’t often available or even possible with other data sets, but are still essential for modern media plans.

Get precise segments to reach your target audience with Kiip Audiences.

The Mobile Connection

Fact: mobile ads reach their target audience at a higher rate as compared to desktop and cookies alone. Not only that, but mobile ads experience higher rates of engagement across the board. According to a recent comScore report, mobile ads experience higher rates of engagement on average for mobile (53%) than desktops (49%). 

The gap in on-target rates was particularly large for several verticals:

  • Telecom: 71% for mobile vs. 61% for desktop.
  • Finance: 67% for mobile vs. 59% for desktop.
  • Auto: 61% for mobile vs. 53% for desktop.
  • CPG: 50% for mobile vs. 42% for desktop.

All of this tells us that when done right, building a mobile-first audience results in an audience that is more precise, more engaged, and ultimately more impactful.

How are you approaching building your audiences? Learn more about Kiip Audiences here, or reach out to moments@kiip.me for a custom audience consultation.

Tagged Audience

More from Kiip

Companies spent more than $20 billion on third-party data in 2017, a number expected to rise in 2018. There’s no question that we’re becoming more and more data-centric by the day, but are we properly evaluating this data? How can we actualize the […]

Congratulations! You received a juicy RFP for a CPG company that’s launching a new line of eco-friendly laundry detergent. They’re looking to reach millennial moms who have an affinity for eco-causes, enjoy fashion, participate in wine clubs, are […]

Netflix created buzz in 2016 when the VP of Product Todd Yellin publicly described demographic data as nearly irrelevant. "Geography, age and gender? We put that on the garbage heap," he said.