In this edition of Mobile Monday, we are examining how advertisers are craving — and purchasing — more audience insights than ever before, what this means for publishers, and why the push to customize content cannot lose sight of delivery speed.
As advertiser KPIs become more nuanced, it’s not surprising that they would seek more data to assess their efforts. In fact, according to a recent report covered by AdAge, advertisers turned to audience data 66% more in 2016 than the year prior.
Of course, advertisers in some verticals were even more data-hungry than the pack. In particular, advertisers in the finance, electronics, retail, automotive, and travel industries spent the most on data in 2016. Most commonly, the data was used to refine campaign targeting and customize messaging to key segments.
Beyond basic demographic information, advertisers sought information that could indicate a proclivity for brand affinity, as well as other look-alike audience measures. Sociodemographic data usage was also somewhat common, accounting for 18% of data demand.
While data-seeking behavior is expected among advertisers, it also serves as an important reminder for publishers: to truly maximize ad revenue potential, they must provide adequate reporting compatibility. Without it, their inventory simply won’t measure up.
Quick, Customized Content
While advertisers are seeking the insights to better customize content to their audience segments, consumers themselves have even higher expectations. According to a recent Business Insider article, consumers expect mobile content to be accurately personalized to their behavior history, current location, and a number of other factors.
However, this customization better not affect loading times in the slightest. According to the report, 43% of consumers would switch brands if content takes too long to load on mobile. Another 22% of consumers are at risk of switching as well, and only 35% of consumers are patient enough to wait for a slow experience.
About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.