The Drum Awards Festival - Official Deadline

-d -h -min -sec

Brand Strategy Open Mic Mobile Advertising

The importance of understanding mobile advertising

By Maria Ramiro , Head of business development EU

Petal Ads

|

Open Mic article

This content is produced by a publishing partner of Open Mic.

Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

Find out more

June 14, 2023 | 6 min read

Mobile advertising is an effective marketing strategy, but requires careful implementation and consideration of user experience, says Maria Ramiro (head of business development EU at Petal Ads, Huawei Mobile Services Europe).

Woman holding mobile phone

If you were to ask a marketer or advertiser what the most effective way of marketing is, many would probably tell you that it's digital marketing. With more than 6 billion active users worldwide, the popularity of smartphones today has allowed digital marketing, specifically mobile marketing, to effectively promote products and services directly onto the screens of our audience. However, if not implemented correctly, mobile marketing could just as easily backfire on us.

So how do we make full use of mobile marketing?

To be effective, any mobile marketing campaign requires a strategic approach that accounts for factors such as user experience, content relevance, and content optimization for mobile devices. Failure to consider these factors can result in an audience that perceives your message as intrusive and annoying. Especially when they are forced to click through ads and pop-ups that they find irrelevant to them.

To effectively optimize your marketing budget, it is vital to utilize the right marketing tool that can accurately target audiences who are likely to respond positively to your ads. This is where you can leverage tools like Petal Ads to your advantage. Petal Ads offers the benefit of consolidating user data from the entire Huawei Mobile Services ecosystem, which boasts 730 million active users. As such, the platform is capable of providing personalized advertising solutions that encompass diverse and exclusive ad placements to ensure your ads receive the most impactful exposure.

By utilizing user tags to categorize consumers based on their demographic information, behaviors, interests, or preferences, Petal Ads can help effectively identify your target audience. This identification process is further enhanced by implementing an efficient data management platform (DMP) strategy. With Petal Ads, you can selectively target the appropriate audiences and effectively reach out to your desired customer base. Based on Huawei’s Intelligent World 2023 report, over 200 billion connections worldwide will be established by 2030, with over 1 yottabytes of data (equivalent to a trillion terabytes) to be generated. This means that there will be even more data to help us understand consumers’ needs, and more connections to be achieved within the next seven years.

Furthermore, Petal Ads also helps you tap into international markets such as China. As shared during this year’s OMR 2023 Masterclass, Huawei currently holds more than 24% of China’s smartphone market showing a strong foothold within the country. This puts Petal Ads is in a prime position to help your business reach out to Chinese residents and travelers.

Maintaining the trust

But with all the tracking of user behavior and patterns, there comes the concern about privacy and data security. When users are unaware of what data is being collected and how it is being used, it can often lead to a loss of trust between businesses and their customers. Businesses need to be transparent about their data collection practices and provide clear opt-out options for users who do not want their data to be collected. To prevent the leak of data, it is also necessary to ensure that any data they collect is stored securely and only used for legitimate purposes and should comply with relevant data protection regulations.

maria ramiro
Petal Ads stays up to date with regulations and is fully compliant with EU’s GDPR and ePrivacy Directive, says Maria Ramiro (above)

When using marketing tools, always ensure that they have the means to protect your consumer’s data. Petal Ads demonstrates a transparent way of communicating with consumers using Open Advertising Identifiers (OAID) which identifies users and collects data on a device level instead of account ID, while allowing them control to turn off personalized ads. The platform stays up to date with regulations and is fully compliant with EU’s GDPR and ePrivacy Directive. To highlight its trustworthiness, the platform was awarded the Seal Certified Against Fraud Program by TAG (Trustworthy Accountability Group).

Impactful collaborations

In my experience, working together with partners can be a strategic way to expand your reach, foster innovation, and achieve cost efficiencies over time. Through collaborations, you can leverage on the experience and capabilities of agencies or platforms to allow your business access to specialized expertise and resources not available in-house. This not only helps expand your reach but can provide cost efficient savings by not needing to invest in expensive technology or hiring additional staff.

Petal Ads understands that need and helps you getting with agencies, advertisers, and publishers through its Petal Ads Partner Program. With over 60 certified agencies globally like AppSamurai, AVOW and MakingScience, your business can gain access to a variety of resources to help deliver impactful messages to your target audience. Furthermore, Petal Ads also offers premium localized services and an extensive cross-border experience to dedicate local support covering areas such as, joint operation for Games, localized ad creatives and consultation on ad optimization.

When planning your next marketing campaign, consider the right marketing tools that best suit your business and success will most definitely follow.

Brand Strategy Open Mic Mobile Advertising

Content by The Drum Network member:

Petal Ads

Petal Ads is a fast-growing and industry-leading mobile ad platform for publishers, advertisers and marketers who want to drive growth and extend their audience.

Petal...

Find out more

More from Brand Strategy

View all

Trending

Industry insights

View all
Add your own content +