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The Power of Building a Mobile-First Audience
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.
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:
- A consumer at a grocery store.
- 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.
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 firstname.lastname@example.org for a custom audience consultation.
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