The DialogTech team has returned home after a great week at ad:tech San Francisco, one of the largest marketing and technology conferences of the year. Joined by over 7,000 attendees, 200+ exhibitors, and 100 speakers, with topics ranging from programmatic mobile marketing to brand marketing, we learned a lot. As more and more people become connected through their mobile devices, marketers have to stay up to date with mobile advertising strategies and trends. Specifically, hyper local marketing and programmatic ads have grabbed many marketers’ attention. Below are a few stats that speak to the rise of smartphones and why marketers need to stay on top of their mobile display and local mobile advertising.
- $2.4 billion a year is spent on mobile ads aimed at users based on geography (Thinknear)
- 65 percent of mobile spend is location targeted (Thinknear)
- 60 percent of time spent online is on mobile (InMobi)
What impact do these stats have on mobile marketing? It brings mobile programmatic trends to the forefront of mobile ad spend. With the growth of smartphone users and the capabilities smartphones now have, marketers now have the ability to program their ads. If you are not familiar with programmatic advertising, it is the automation of the decision-making process of media buying by targeting a specific audience and demographic. The ads are placed using artificial intelligence (AI) and real-time bidding for online and mobile display.
The Impact of Smartphones
How have smartphones changed the way marketers advertise? At one point, geo-targeted ads didn’t exist, and that was ok. You can’t miss what you don’t have. But now, thanks to the rise in mobile, when it comes to local advertising, marketers can think targeted local advertising. According to Thrive Analytics, 60% of consumers use mobile devices to find information on local products and services. More importantly, 70% of consumers are willing to share their location information if they believe they are getting something of value in return (Local Mobile Search Study).
Geo-targeting allows you to target ads for more sophisticated measurement and personalization. Not every mobile campaign should be hyper local, but when you combine geo-targeting with the ability to purchase ad impressions through programmatic ads powered by real-time bidding, marketers now have a cost-effective way to engage their consumers. Pairing geo-targeting and programmatic advertising with DialogTech solutions can additionally help marketers identify where a user is searching on their mobile device (within 10 feet) and route calls to the closest store location. This provides marketers with the most granular data and gives them the ability to measure and optimize their marketing campaigns.
These DialogTech solutions allow marketers to manage the call volume after the call comes in from these mobile searches. With DialogTech’s Voice 360TM platform, not only can marketers now present mobile advertisements, but also track, score, route, manage and analyze the calls they are driving from smartphones. Marketers can then follow the leads through to revenue with a CRM System or optimize their keyword strategy with a bid management platform to complete the ROI picture.
ad:tech provided insightful information into mobile programmatic trends and we see how the interaction between mobile users, advertisers, and phone call conversions gives marketers information into what ads are generating revenue. It was a pleasure meeting everyone at ad:tech. For more information about how DialogTech can optimize phone calls for mobile marketing and help you drive revenue request a demo today or visit www.dialogtech.com.