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Using Mobile Shopping Behavior to Design Exceptional Ad Performance

Posted on April 02, 2014
By Emily Basileo

        Each year the Advertising Research Foundation (ARF) organizes Re:Think, a 3-day conference that gathers the best and brightest minds in advertising, marketing and research. Attendees have the opportunity to hear inspiring talks from industry leaders and experts who have helped shape the research and marketing landscape of today. Attendees can also gain valuable insight from a number of specialized tracks, which covered a range of interesting topics.

        This year, InMobi was selected to present our insights surrounding mobile shopping behaviors and ad performance. Our presentation “Using Mobile Shopping Behavior to Design Exceptional Ad Performance” discussed:

        1. How consumers are using mobile media in every day life
        2. How mobile fits in with other channels throughout the path to purchase
        3. How creative can impact the overall success of a campaign

        For this particular discussion, we looked at American auto purchase intenders on mobile. We discussed how mobile users who are shopping for vehicles use their mobile devices to help them shop. We used insights from both our Mobile Media Consumption and Vertical Insights research series and highlights from Land Rover’s mobile rich media campaign case study.

        Key insights from our presentation include:

        1. Mobile use is everywhere and anywhere, and mobile devices are the most personalized devices in our lives. Mobile creatives need to be designed with both the unique capabilities of mobile devices in mind, as well as the personal tastes of mobile users.
        2. Mobile is the preferred media channel for auto information consumption, and shoppers turn to mobile for more information after seeing ads for vehicles on other media channels. Only online media rivals mobile for auto information. Tablets, in particular, are well suited to auto shopping activities. A vehicle purchase is a huge investment and oftentimes a shared decision; using a tablet can simplify that process.
        3. Interestingly, there seems to be a correlation between ad preference and car preference, and based on what we know about each of these preferences, we can build specialized creatives specific to our target consumers. It might be helpful to note that each of these car preference groups is made up of a combination of different demographics, such as gender, income and age, which in turn, drives the types of ads consumers want to see. This is definitely something we would like to research and explore further.
        4. There’s a huge discrepancy between the types of auto information consumers want and the types of information that are available. Auto shoppers are most interested in reading vehicle comparisons and reviews, learning about specific brand info, connecting with nearby dealers, and researching general auto information. Marketers can use rich media creatives as their own micro-sites, complete with contacting nearby dealers and social sharing.
        5. When we look at successful auto creatives on our network, they all offer novel yet intuitive experiences with clear call to actions. Land Rover ran geo-targeted standard banner and rich media ad campaigns. Although both campaigns were successful, the rich media ad units performed especially well. Users spent an average time of 55.7 seconds interacting with the rich media creatives. Users tapped hot spots to learn about car feature, swiped images of cars to view them at 360 angles, learned about special offers, and contacted nearby dealers.

        In a nutshell, auto shoppers are always on mobile and prefer mobile for auto information. As marketers, we must deliver exceptional mobile ad experiences. We must balance straightforward and digestible information with intuitive yet beautiful creative, and we must design engaging and educational experiences for our consumers in the limited time and screen space we have. Swiping through images, watching videos, and learning about vehicle specs directly within ads really draw consumers in and have them engaging with brands. We must then provide them with easy follow up actions – such as obtain a quote or connect with a nearby dealer.

        If you haven’t already, it’s time to go auto-mobile!

        To learn more about our research, contact insights@inmobi.com