Thursday, August 13, 2015

Mobile Advertisements Rely on Timing, Biometrics, and Consumer Interests

It seems like every time I use my smartphone, I see at least one advertisement. There is no doubt in my mind that mobile ads are on the rise and will be for quite some time. According to the International Data Corporation, the amount of money spent on mobile advertisements has skyrocketed from $7.7 billion in 2013 to $14 billion in 2014.

However, Christopher Heine discusses an incredible new form of mobile advertising in his article, “Big Brands Like CoverGirl and Coke Are Finding the Perfect Moment to Deliver Mobile Ads”. What are these perfect moments you might ask? Sit tight and I’ll tell you.

MediaBrix is a relatively new startup that is testing the waters of a new and interactive form of media advertising. MediaBrix uses hundreds of factors like biometric data and consumer interest to determine the precise time when their advertisement should be delivered.

Instead of your typical display ad popping up during a song, while scrolling through Facebook, or while reading an article, MediaBrix presents their ads at a prime time. They have the technology to showcase their advertisement when a viewer would be most likely to interact with said ad.

MediaBrix’ focus is on mobile and desktop gamers and app users. CoverGirl, a client of MediaBrix, interacts with app users and sends them a “congratulations” video advertisement when they complete a fitness goal.

Heine says, “Theoretically, such brands can target a Chicago Cubs fan with a celebratory offer minutes after the team wins a game (“since the Cubbies won, here’s 50 cents off your next soda”), or scrap the ad if the team loses”.

Well, I’m not sure about you, but I would be quite impressed with advertisements displayed on my smartphone/tablet/desktop at the perfect time rather than randomly. And luckily for me, that’s where the advertising world is headed.

Not only will this innovative advertising experience impress viewers, it will increase interest, click through rates, and interactions with consumers and the advertiser which poses as a win-win situation for all to enjoy!

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