Ways That Advertisers are Targeting Mobile Device Users

Businesses can advertise to their audience through a number of different ways this section is going to cover how businesses target mobile device users. Firstly, a study shows that in 2019 there will be around 2. 77 billion social media users which means businesses have to stay up to date and ensure they are engaging with all of their audiences. Many businesses have already begun to target mobile device users by making adverts specifically for people with a phone. An example of this is video advertising a recent study shows that one third of consumers watch videos on their mobile phones, this figure is more than people that listen to music on their smartphones.

There are lots of different ways that businesses are able to do this the first way is by optimising a YouTube video ad at the start of a video on a phone. They are able to do this by gathering data that a user watches or searches and they will show ads that relate to the user for example if someone watches a lot of gaming videos on YouTube they are most likely to have ads about games. Video advertising is very effective because users have to sit through the ad before they skip it meaning they are more likely to pay attention.

Another technique that businesses can use to advertise to mobile device users is known as full screen advertising. These ads will stay on the screen of the user for a number of seconds before they are able to close by clicking an “X” button. The ads are set up to interrupt the flow of an app in most cases a mobile game as it makes users stop to acknowledge an ad. These ads are great ways to get attention as the ad will take up most of the screen. A negative to using this technique is users may become annoyed when it keeps interrupting their flow.

Campaign 1 – “Share a coke”

The “Share a coke” campaign by Coca Cola was a very effective campaign they were able to market to their audience by using different communication channels. Firstly, they used different social media apps such as Instagram, Twitter, Snapchat, Facebook and Shazam. This ad used these apps effectively as they are very popular apps and have a large following. The ad allowed customers to find their name and the name of friends on bottles by using a hashtag on twitter called #Shareacoke. Coke also went one step further by making interactive billboards and travelling kiosks where customers could get a unique coke bottle with their name. Another way that coke communicated with there audience was on a personal level. They done this by allowing there customers to personalise there own coke and this encouraged customers to get more involved with the campaign. An example of how personalisation can be used to promote a brand is because when someone buys a coke product for their family they feel like they are honoring them rather than promoting the brand.

Effectiveness

This was very effective for coke as they had a rise in sales and a bigger consumption of coke products. The company had a 2. 5% rise in total sales and the number of people buying soft drinks went up by 0. 4%. Around 76, 000 virtual Coke cans were shared online and 378, 000 custom Coke cans were printed in America. The ad was seen as a gift-giving dynamic which encouraged people to collect coke products. Some people have even resorted to eBay to find Coke products with their name on it.

Target audience

The target audience for this campaign was mainly young adults. The most effective age group for this campaign was 18-24 year olds with around 28% of them getting involved. 21% of 25-34 year olds got involved, 13% of 35-44 year olds and 22% were 45-55+. The effectiveness of the campaign decreased in age.

How these campaigns are designed to target mobile device users?

This campaign connected with mobile users in different ways firstly they got the top 100 searches on YouTube and they created short ads with the names of the most trending YouTuber’s, artists and athletes. They also targeted their campaign to mobile device users with smartphones and limited Wi-Fi. The company partnered with mobile experts which could display high-quality resolutions with very low broadband needs this allowed customers to use share a coke app or website without having to worry about running out of internet.

Campaign 2 – Nissan “With Dad”

Communication channels Nissan with ad used similar communication channels as the share a coke campaign. They shared the campaign over social media by inviting people to share their own #WithDad stories and images. People were able to do this by using The Nissan with dad site, Facebook, Twitter and YouTube. Nissan used YouTube very effectively as they contacted popular YouTube celebrities to promote the campaign. Two of the popular YouTube celebrities that they contacted were a food channel known as “Epic Meal Time” they also contacted a popular sport channel known as “Dude Perfect”. Epic Meal Time made a video were they made a meal with their dad and Dude perfect done a series of sport related challenges with their dad. Using both of these methods allowed Nissan to communicate to a larger audience who would not have known about the marketing campaign. The official Nissan with dad campaign used traditional marketing such as a TV advert the advert was played during the Super bowl the Ad was very emotional they were able to communicate to the audience very personally.

Effectiveness

This campaign was very effective because many people were able to connect to it on a personal level. The advert highlighted real world situations that a lot of people are able to relate to as so many people have been through situations were there dads not at home. Nissan were able to touch viewers personally and the way they ended the advert gave viewers the impression that Nissan is the perfect family car.

Target audience

The target audience of this campaign was mainly for Family’s and people going through the same or a similar one to the Advert. The campaigned tried to encourage all audiences to share memories with their dads this invited anyone meaning that the target audience is very diverse.

How these campaigns are designed to target mobile device users?

This campaign was able to target mobile device users but not as much as the Coca-Cola campaign. The way that this campaign catered to mobile device users was by using apps such as Twitter and Facebook to allow users to share memories with their dad. Twitter was the most effective platform for users as they made the #WithDad go viral. Another way that Nissan catered to mobile device users was by reaching out to YouTube celebrities to make sponsored Nissan with Dad videos. These videos can be watched on a mobile phone and even shared to friends and family for them to watch.