Monday, 12 October 2015

Myths about Mobile Advertising

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So they have shared conflicting opinions about mobile advertising; “there is nothing like mobile advertising,” “online advertising has all the focus,” “mobile advertising is a waste of money,” “it’s too expensive.” With the barrage of information available, it is becoming increasingly difficult to separate the wheat from the tares.

Despite all these, majority still advocate for mobile advertising as the way to go for reaching a wider audience.  Some of these “advice” has gotten in the way of you having a successful campaign.
Let’s look at Four (4) of the most common ones and tell you why what they have said are myths:

1.       Online advertising is more effective than mobile advertising
World over, research has shown that mobile is gaining more grounds as less people are purchasing new versions of other devices. A 2014 Terragon group research revealed that over 92% of Nigerians access the internet via their mobile device and mobile internet hits still outnumbered desktop internet hits. An research revealed that mobile ads perform 4 to 5 times better than online ads in key metrics like brand favorability amongst others.

This year alone, the Nigeria communication commission reported that as at August, Nigeria currently had 151,018,624 active mobile subscribers. The Communication Authority of Kenya also released statistics report for the period of April 2015 to June 2015 which showed that as of June 2015, Kenya had 36.1 million mobile subscriptions which translates into a penetration of 83.9%.

This proves the wide reach of a mobile ad campaign. However, there are other factors, such as targeting, to consider to ensure that your campaign is as successful as you plan.

2.       Customers that interact with ads on their mobile device are always on the go
This has been a long argued discussion amongst circles until AOL Networks and the University of Virginia School of Engineering and Applied Science put it to an end. This in-depth research which was conducted to study how consumers engage with ads across multiple devices revealed that 75% of all mobile impressions collated were served at home. This proves that mobile ads are majorly served when customers are in the right frame of mind to interact with it.

3.       Only big and established brands need Mobile advertising
You guessed right. This myth is false. Mobile advertising is a very cost effective way of showcasing your brand to the public. Yes, established companies use it. But it can never take the shine off small businesses.

4.       My campaign is a success because I have high impressions on my ads
This can be a little dicey as it depends on the objective of the campaign. Having high impressions is successful to some campaigns as CPA is successful to other campaigns.

To get the expected result, a lot of things should be considered – Objectives of the campaign, Budget allotted for it, Pricing model, Mobile optimized landing page, audience journey, call to action, amongst other factors. It is always advisable to consult an ad expert to ensure you get expected results. 

Friday, 2 October 2015

Mobile Advertising: Strengthening Brands’ Marketing efforts

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Who can deny that the mobile device is a lifestyle tool today? It has become so ingrained into almost every aspect of our lives that we now wonder how we ever survived without them. With the wider adoption of mobile devices, and indeed Smartphones, there has become a large market for highly functional yet low cost range of smart phones.

In 2014, Research firm, Gartner, released a research report detailing how users are not replacing their ultra-mobiles, including but not limited to PCs and tablets, as they frequently did in the past year. This reduced demand was fuelled by the increasing need for smartphones in continents like Asia and Africa. As at August 2015, Nigeria had an active mobile base of 151 million, according to the Nigerian Communications Commission (NCC). The ease of performing online activities on-the-go has made the adoption of smartphones all the more encouraging.

How can brand owners maximize this rising demand and use of Smartphones, you might ask? How best than to find ways to consistently engage with the customer via his/her ‘always-on’ device. Through mobile advertising, using mobile best practices which include well optimized ad formats, brand owners are increasingly utilizing this means to generate sales to new customers and repeat sales with old customers.

Mobile advertising will continue to play an integral part in brand marketing strategies as long as smart phones are being widely used. If you’re a business owner or a brand manager and you haven’t started your mobile campaigns yet, we are speaking to you. The question is: why haven’t you started utilizing this for your brand? 

Friday, 18 September 2015

What Facebook’s announcement should mean for your business

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Does Mobile drive Africa? Oh yes it does. With Mobile accounting for 80 percent of internet penetration in Africa, it has in fact leapfrogged the economies of different countries within the continent forward. Moving at the speed of light into the era of smartphones, the influx of low-cost smartphones into the region has further strengthened its title as the ‘Mobile continent of the world’.

Last week, Facebook, one of the world’s biggest social network with an active monthly user base of 1.49 billion people, announced that as at June 2015, they were 120 million active users of their platform in Africa. Forbes reports that the statistics released confirms that 100 percent of its monthly users in Nigeria (15 million) and South Africa (12 million) are on mobile phones. Of Kenya’s 4.5 million monthly users, 95 percent are on mobile.

With South Africa having 12 million daily users, Nigeria 7.1 million daily users and Kenya, 2.2 million daily users, Facebook credited the success of this milestone to the growth of mobile devices in the ecosystem as over 80% of these people login through their phones.

This recent statistics, amongst many others, further goes to show that as a serious brand owner or manager in this age, the use of the internet and indeed social media cannot be left in the background. You either shape up or ship out.

Imagine this! A plumbing company in the United Kingdom, LS Plumbing, created an infographic showing how plumbing begun and where it is now. If plumbing companies can be social media savvy, why not your business? Virtually any person, business or group can reap social capital with the right content no matter how tough that industry may seem.

This is a solidarity call – Get online today; Maximise its numerous benefits; Innovate; Get the right partners; Speak with us today J

Tuesday, 9 June 2015

Performance Advertising - What Clients really want!

By Obinna Anyanwu

In 1905 John Wannamaker, the founder of Walmart said, “I know that half of my advertising dollars are wasted, I just don’t know which half”. Since then it has been his and every other merchant’s dream to make advertising accountable. Nearly 100 years later, Internet technology, with its ability to track advertising to the sale, has created a marketing model that makes this possible.

Performance Advertising is this solution for digital advertising and with it, advertisers no longer have to pay for intangibles like branding. They don’t even have to pay for impressions or click-through, so there’s no guesswork about whether or not a marketing program is working or not. According to Wikipedia, Performance Advertising is becoming more common with the spread of electronic media, notably the internet, where it is possible to measure user actions resulting from advertisement.

Pricing model used in performance advertising include: CPM – Cost Per Mile (Cost Per 1000 Impressions), CPC – Cost Per Click, CPL – Cost Per Lead, CPA – Cost Per Actquisition, CPD – Cost Per Download, CPS – Cost Per Sales, CPI – Cost Per Installation, CPV- Cost Per Video. Below is an illustration showing the different levels of pricing models for the delivery of performance advertising.

Pricing models for the delivery of performance advertising

Senior Product Manager, Terragon Group, Eniola Moronfolu, said it eliminates the guesswork out of mobile advertising and optimizes spending by tracking, monitoring and reporting success on adverts.

“Performance Advertising helps clients maximize their return on investment (ROI) as it provides ways for them to measure user engagement, Marketing channel performance, Sales and real time optimization.” She said.

For performance based ads to be successful, a few things have to be considered:
  1.  Content and the Market - The content should be appealing to prospective consumers. For example, in Nigeria, it is easier in to run a performance campaign in dating than e-commerce.
  2.  How  to Track Conversions – There should be an understanding between client and affiliate on when a conversion should be recorded, and how both parties get less errors during communication between both parties conversion trackers.
  3. Number of Clicks That Leads to Conversions – There should be a proper understand of how many times a user needs to click to reach conversion point.
  4. Targeting – What devices, OS, Carriers are your consumers using and what country can they be found?
  5. Payout – The easier the targeting, the lesser the payout per conversion and the more the targeting, the more the payout.

Organizations with small budgets like Small and Medium scale Enterprise (SME) are not left out as they benefit from it. In a case where they purchase a cost per action ad, they are sure that every advertising dollar will lead to a positive return on investment. 

Twinpine now works with various Enterprise Platforms for mobile application tracking to provide performance advertising solutions for advertisers and publishers in Africa. Just as our innovative Advertising formats enables great experiences for mobile users, gives brands prime positioning and publishers more revenue, so do these platforms enable clients choose which methods and device identifiers are most appropriate for their users as they can be monitored by advertisers from anywhere and at any time. This stresses Twinpine’s constant move to innovate and provide clients with the most efficient and cost effective methods of mobile advertising.

For more information on this, Send a mail to support@twinpinenetwork.

Obinna Anyanwu is the Data and Performance Manager, Twinpine Network.

Wednesday, 6 May 2015

Facebook Adds Video to Desktop App Ads

Facebook announced last week that it’s giving advertisers the option to include video in desktop app install ads. Previously, video was only available in mobile app install ads. Now Facebook is closing the loop for gaming, an activity that the company says has 445 million participants monthly across mobile and desktop. Facebook didn’t provide the mobile-desktop split for users or for the 130,000 new games it said were launched on Facebook last year, but now companies will be able to target desktop gamers with video.

According to Robby Banks, Facebook principal, monetization, "We're now introducing the ability to use video creative in desktop app ads. Last year we launched video creative for mobile app install ads in Power Editor, and we're extending our investment in video to desktop to enable a more consistent buying experience across mobile and desktop app ads. This means that selected partners can start using video creative for desktop app ads in Power Editor andAds Create Tool" 

"The video unit has similar functionality to our mobile app ads: it's eligible to play automatically in News Feed, there is a persistent call-to-action (CTA) over the video pop-up for ads rendering on the right-hand side of the page, and all videos now have an end card that appears after they finish with options to replay it or install the game" He said 

For more information, see Facebook blog post 

Wednesday, 29 April 2015

2015: A year of making the most out of Mobile Advertising

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In this digital age, almost everything happens on mobile platform and a large percent of people are always on their mobile devices for various reasons. The ease of mobility it offers has made some ditch their desktop computers and because of this, they are more likely to know about a business/brand through the use of their mobile device. The ease to information on the internet via a mobile device and the its availability has largely contributed to the growth of mobile advertising in the media and marketing world. Due to this trend, Organizations have seen value in allocating mobile advertising budgets as an avenue of engaging target market faster than competition

Yaron Assabi, founder of the Digital Solutions Group, said Organizations should begin entering the mobile space by firstly ensuring that their website are compatible with the mobile interface and can adapt to various mobile screens

This year is just in its second quarter and it has turned out to be a big one for mobile advertising and a cash cow for some organizations. It has seen Ads especially in video format taken center stage as the fastest growing platform to do image or branding campaigns.

Social media giant, Facebook now encouraging advertisers who buy desktop ads to also buy mobile ads and according to its first quarter revenue report released last week, almost all of its revenue came through advertising, and 73 percent of that ad revenue in Q1 came from mobile, the highest such percentage Facebook has ever reported

Google also have recently introduced a new search engine formula to favor websites that Google defines as "mobile-friendly" and Websites that don’t comply will be demoted in Google's search results on smartphones and tablets while those meeting the criteria will be more likely to appear at the top of the rankings — a prized position that can translate into more visitors and money.

Pinterest, another social media platform, is making advertising more accessible with new software for ad-tech companies and their brands. This week, they revealed that they have built its first ads API for tech partners and also launched a marketing program to help brands increase the amount of unpaid posts.

Recent reports have shown that advertising spend on mobile devices will surpass what advertisers spent on the desktop Web late this year or early next year. One of this report as released by a eMarketer, a research firm, showed that advertisers will spend $101.37 billion placing ads on mobile phones and tablets globally in 2016 and mobile ads will account for more than 50% of the digital ad market for the first time. It also said that from 2013 to 2016, the global mobile ad market will have expanded almost 430% and for 2016, they predicted that mobile ads will account for about 16.5% of total advertising spending.

According to them, the market expansion will be driven by the usual suspects: the U.S. and China, which will spend $40.2 billion and $22.1 billion, respectively, on mobile ads next year. The next-biggest spender, the U.K., is only expected to produce $7.2 billion, and Japan is next on the list at about $5 billion.

Africa is not left behind as its claim as the “mobile continent” is reinforced by predictions that mobile broadband will increase by twentyfold in the next five years, with 930 million mobile subscriptions estimated by the end of 2019 and as at February 2015, The Nigerian Communications Commission (NCC)  has said the number of active telephone lines in the country increased to 142,589,775 showing an increment of 1,766,938 on the 140,275,599 numbers recorded in January.

CEO of Terragon Group, Elo Umeh, said that the network coverage in Nigeria is constantly improving and this has aided the increase of a large number of active subscribers who access the internet on their mobile devices; a large number of which are from the big cities due to the population. Continuous improvement by the Internet Service Providers (ISPs) like a drop in data price and improvement of data quality, will lead to an increase in subscribers accessing the internet from their mobile devices.

In Africa, mobile advertising is rapidly increasing because a large number of people that connect to the internet do so through their mobile devices as some people do not have computers. In countries like Kenya, mobile internet users are actually dominating the market. Analysis even shows that across the entire continent of Africa, 57.8% of all internet users gain their access via a mobile device. Global statistics counter shows that a high percentage of online traffic in Africa comes from Android devices.

A Research by Opera MediaWorks  showed that Smart phones especially Android devices, are a growing part of the mobile landscape in Africa and the Middle Africa region has the highest Android users in the. It also showed that Android users interact with the mobile web at twice the rate of feature-phone users and app traffic tends to monetize better than web traffic which means big opportunities in African markets.

Thursday, 2 April 2015

Why SMEs need Mobile Advertising

Every business is in business to grow and make profits. For an SME, it is the same case coupled with the fact that they have to favorably compete with bigger and more established organizations. This can be a pretty daunting task.

The internet has provided cost-effective, viable platforms in which businesses can grow their visibility and appeal to their target audience. This is a major reason why to be an efficient business in today’s world, a lot of options offered by the internet have got to considered.

Mobile advertising is one way of reaching target audience groups online. In a continent like Africa where mobile drives internet penetration, it is considered as the most effective, less expensive way to reach out and ‘sell’. It creates a level playing field for everyone involved. Small Business owners can attract their own share of targeted traffic and grow their target market, amongst others, which will help them compete with large established companies in their field.

Smartphones, tablets and other mobile internet-enabled devices have practically become something people cannot go about their daily lives without. The availability of mobile devices like smartphones, tablets and other internet-enabled devices has influenced purchasing decisions for a large number of people. Mobile advertising provides a huge opportunity for small businesses to market their businesses and connect their brand to a wider audience.

Most SMEs have limited marketing budgets therefore owners ensure that any fund going out will yield a better return on investment (ROI) for the growth of the business. Mobile advertising is a better and cost effective way to promote their business and in turn will generate a good ROI for the business as opposed to the expensive cost of doing traditional advertising. Mobile advertising also gives SMEs, and other bigger corporations alike, the ability to monitor, track and deliver results.

We believe that more SMEs can take advantage of mobile advertising to get their businesses to the desired heights. With this, we should see more local enterprises rising to multi-million dollar companies in the next few years.