Mobile advertising: distributor budgets multiplied by 5 or 10

Distributors’ mobile advertising budgets could well be multiplied by 5 or 10 in the near future, under the impetus of Oui Pub and the disappearance of the prospectus. Finally, this good old paper catalog will not survive digital. Mobile advertising is already an advertising giant, and its development has only just begun. Thomas Fagotfounder of MobSuccesspioneer ofapp marketing, provides advice to distributors anxious not to miss the boat of this new digital boom based on Drive to store.

Mobile advertising: budgets for “retailers” multiplied by 5 or 10

Mobile advertising has become the royal road to drive to store and it is on the way to supplanting the good old flyer

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According to the Internet Advertising Observatory, the market just exceeds 6 billion euros in 2020, including nearly 3.7 billion for mobile advertising. We talk a lot about digital advertising, and finally we don’t realize that we use it mainly through mobile.

mobile advertising
Mobile advertising is already experiencing a real boom and it has only just begun. The drive to store will give it a new impetus and increase its income tenfold. What a long way since 2013 ! – source Mobile screen

In effect, according to Jérôme Bouteiller of Mobile Screen, mobile advertising generates more revenue than television.

[Le mobile est devenu] the first digital screen, in front of the computer, but also […] in front of the television, whose 2020 turnover should not exceed 3 billion euros

Tips to follow for a successful mobile drive to store

Given the size of this market, distributors cannot miss this tremendous drive-to-store opportunity offered by mobile.

And to help them, I asked Thomas Fagot from MobSuccess to give us his advice.

Here is a brief summary of his recommendations:

Tip no. 1: carefully measure what is expected of a drive-to-store campaign

Impact measurement is the thermometer of a campaign. On this measurement will depend the final balance sheet, that is to say the criteria on which we will base ourselves to define its success or failure.

mobile advertising
Distributors’ budgets for mobile advertising could well be multiplied by 5 or 10 in the near future, under the impetus of Oui Pub and the disappearance of the prospectus. It’s a real boom in mobile drive-to-store that we’re going to see in the coming years.

Two mechanisms exist to measure the impact of drive to store campaigns by mobile:

  1. Measurement using GPS datathe advertising exposure and the people who went to the store following this exposure;
  2. Another element, a little more advanced, widely used today, called the geolift. It makes it possible to create pools of stores active in advertising, with a measure of the increment in turnover in stores that have taken part in a multi-local activation operation.

Tip no. 2: take into account 2 major elements before the campaign

Two strong elements are to be considered upstream of the campaign according to Thomas:

  1. The ad itself: advertising creation must be as local as possible, emphasizes Thomas. We use a lot the DCO, Dynamic Creative Optimization, which displays the name of the nearest store, or products related to the store’s stock in relation to its real-time stock. This advertising is truly aimed at the local, people feel more concerned by this type of message than by national generalist advertising.
  2. Geographic targeting: historically, brands have used the radius a lot, which consists of drawing a circle around a point of sale, more or less widened depending on the area of ​​communication. Real acts of optimization are to be carried out for more precise targeting, based on the postal code for example, or even multiradius (several points which marry a catchment area). This is to avoid a strong loss of media purchases, which could go to areas that do not concern the point of sale’s consumption basin.

Tip #3: Challenge traditional KPIs

A measure historically used to analyze digital campaigns was the cost per click (Click-Through Rate) explains Thomas

This CTR is not of the same interest for multi-local campaigns.

The purpose of local advertising is primarily to inform of a current offer in its nearest store. The click becomes almost optional, unless you want to know more. A good message and a good creative already make it possible to say the essential from the advertising exposure.

Advertisers must therefore take an interest in the new KPIs to look at when dealing with a multi-local campaign.

Point-of-sale measurement is therefore essential.

What future for mobile advertising: will it completely replace flyers?

Over the past three years, mobile advertising has moved from a small budget line to an essential issue for advertisers.

More and more offline budgets, whether those allocated to flyers or local radio, are being transferred to the digital ecosystem.

Mobile advertising will become increasingly important for retailers in the years to come, and budgets will be multiplied by 5 or even 10 times.

These are encouraging prospects for mobile advertising, we are definitely a long way off laborious beginnings of this discipline barely 10 years ago.

Yann Gourvennec
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Mobile advertising: distributor budgets multiplied by 5 or 10

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