Marketers are constantly on the hunt to reach prospects and customers across the channels where they spend the most time and have the highest affinity. No longer can you think in silos with respect to your search, social and display campaigns. Instead, you need to think holistically about your marketing initiatives, understanding how to reach and engage with customers across these channels and increasingly, across devices.
With the growth of mobile, itâ€™s never been more important for marketers to think from a â€śmobile-firstâ€ť perspective. According to eMarketer, mobile ad spending increased by 79.5% in 2014 while desktop advertising decreased by 2.6%. This was led in part by an increase of 81.7% in mobile display ad spending.
It turns out mobile display is an increasingly important channel for marketers to engage in, especially with consumers now spending 1.5x more time on mobile than desktop, and most importantly 9x the amount of time in mobile apps versus mobile web. Engaging consumers on mobile web and in mobile apps through display advertising is critical to effective and holistic marketing.
This is, in part, why Kenshoo has launched its Mobile Display Channel as part of the Kenshoo Infinity Suite. Kenshoo clients can now reach and engage their best audiences in mobile display while leveraging the intent data gathered from their search engine marketing campaigns.
For example, letâ€™s say a consumer searches for a particular brand of shoes on a search engine and clicks on the brandâ€™s ad. That same consumer can now be reached across a network of major desktop and mobile real-time bidding (RTB) exchanges, such as MoPub and Nexage, with highly targeted creative tailored to the consumerâ€™s search engine activity. This increases the relevancy of the marketerâ€™s message and can lead to increased affinity for the brand and likelihood to purchase.
With Kenshooâ€™s Mobile Display Channel, you can:
- Gain access to premium display inventory on desktop and mobile devices, including mobile web and inside mobile apps, across all the major exchanges
- Deepen brand awareness and drive incremental conversion lift through remarketing/retargeting via display media
- Remarket based on search intent as well as on actions on the client web or mobile site