By: Joel Fisher, VP & Creative Director, Verve Mobile
Mobile is unique to other advertising channels. Its connection to real-world behavior makes an ad’s context, content and creative critical to its success.
According to eMarketer, time spent on mobile devices has grown by an impressive 529 percent since 2010, surpassing all forms of traditional media including television. It should come as no surprise that mobile ad spend is expected to surpass desktop for the first time this year.
We know that location-informed mobile campaigns yield powerful results. Campaigns that leverage location-based targeting outperform those that do not.
In fact, mobile campaigns generate three times the amount of foot traffic and produce a 27 percent increase in sales on average, according to our data.
Looking at the most successful location-informed mobile campaigns over the past 18 months, it is clear there are several creative techniques that drive more traffic to the aisles, showrooms and tables of advertisers.
Here is a snapshot of what works best for advertisers on mobile.