The Basics of Data Trends and Mobile Ad Campaigns
Digital ad spending is expected to reach $129.34 billion in 2019, in just the US, accounting for 54.2% of total media ad spending. Of that, $87.06 billion will be spent on mobile advertising (source).
If these estimates prove to be accurate, this will be the first year that digital ad revenue exceeds traditional media (source).
With these things in mind, it’s important for multi-location brands to consider putting more resources toward mobile advertising. The right mobile strategy will connect you to the right people on the right channel at the right time. More importantly, digital advertising affords an incredible opportunity to continue improving since data and analysis is so readily available.
Data is a Key Driver for Mobile Ads
In order to build this strategy, brands will need an accurate understanding of the customer experience, and the journey each customer takes. Data will be the key driver here. A recent Customer Experience report from eMarketer states, “Data and related insights fuel audience segmentation and targeting, personalization, and tailoring of the messages that those audiences receive.”
There are various trends affecting mobile advertising and data use, which we explored in this blog post. The short version: Privacy regulations are on the rise, and there is an increased need for companies to use first-party data.
Another recent hot topic related to data is first- vs third-party data. In this piece we focused on the value of first- and third-party data, and how each can be used in mobile ad campaigns. Even though first-party data collection and use is on the rise, valid third-party data can be beneficial.
If your brand has recently started exploring mobile advertising more seriously, now is the time to also consider data collection, management, and use. This will involve more than just the marketing team – it’ll require cross-functional collaboration in order to ensure accuracy and efficiency in these endeavors.
The Denim Solution
At Denim, we make data quickly accessible so marketers can evaluate campaign performance. Smart Campaigns enable marketers to access more data, and access it on an hourly basis. Ad performance is observed and managed through the Denim platform, and Smart Campaigns will automatically pause underperforming ads while boosting the successful ones.
Denim has aggregated more than 1 billion data points on consumer engagement with the mobile and social media ads it has powered for insurance and financial services companies. We aggregate and anonymize all consumer data, and it is powering ads for current customers on a daily basis.