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Executive Summary.................................................................................................. 2 The Challenges of Mobile Marketing ROI Measurement ........................................... 2 The Mobile Imperative .............................................................................................. 3 Flood of Mobile Apps Opens Doors for Proactive Advertisers ................................... 4 Mobile Device? No Cookies? No Problem! ............................................................... 5 Multi-Channel Solutions Enable Campaign Success Management ........................... 6
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Executive Summary
Users of mobile devices represent a huge market opportunity for interactive advertisers. The USA is the second largest national market after Japan, in mobile advertising expenditures. The total mobile ad spend in the USA during 2011 is forecast to be $1.24 billion, rising to $5.04 billion in 2015, according to industry researchers at mobileSQUARED. There are more than 300 million active mobile users in the USA, and because of this impressive scale, the average U.S. mobile advertising campaign budget now falls between $75,000 and $100,000, a significantly higher number than in other countries.
Source: mobileSQUARED Research
This paper is intended for media buyers and advertising professionals currently engaged in mobile advertising or considering such campaigns in the near term, and who have identified a strong need to accurately measure the value of those campaigns and determine their true return on investment.
Mobile advertising is a natural and anticipated extension of Internet marketing, but the rate of growth of this newer modality has exceeded all expectations. For many advertisers, the need to understand how to get the most for the mobile advertising dollar has become a critical driving issue in their technology purchasing plans.
The BlueCava device identification platform helps advertisers understand multi-channel associations between two different devices and correlate a specific activity on one device with an activity on another device in the same household. Once a device is identified, the BlueCava platform can also provide demographic and behavioral targeting data for those devices. The mobile user does not have to click through on an ad to be identified. The advertiser can identify the mobile device by the fact that an ad was served to it by a particular app, and from there its possible to correlate that a notebook computer user in the same household later visited the Honda.com Web site and browsed through the specifications of the same car that was featured in the mobile ad.
More refined segmentation also becomes possible when targeting is done based on specific mobile characteristics of the potential customer, as discovered through device identification. While personal privacy is always a top priority, precise device fingerprinting and identification gives mobile advertisers the option to target safe and anonymous messages based on the users general location, such as a particular zip code or a venue such as a sports stadium. This greater precision allows for more precise demographic targeting to the level of high-impact, micro-local advertising, a feat that is usually not achievable with typical Internet advertising. BlueCava and Privacy
Privacy is a fundamental consideration for BlueCava with regard to personal data for online and mobile ad targeting. BlueCava a does not capture names, social security numbers, email addresses or personal data. BlueCava focuses on devices, not people. BlueCava determines device identities, then records what devices do on sites that use BlueCava technology. All personal information is stripped out. The BlueCava Platform uses the same information available online for Web advertising, but uses this data to identify a device uniquely for the purpose of ad targeting. BlueCava is a vehement advocate or personal privacy. For a full description of the BlueCava Privacy Policy, please visit:
www.bluecava.com/privacy-policy
The new mobile society is quite possibly the fastest growing market opportunity for interactive marketers. Mobile advertising becomes even more effective when campaigns are implemented using next-generation multi-channel marketing solutions from BlueCava. Device identification represents a brand new methodology for monitoring campaign success that extends far beyond the capabilities of tracking cookies to enable specific ROI calculation and a granular identification of the influences that drive conversions. Brand advertisers are beginning to demand more financial proof that their mobile ad campaigns are performing and creating real value. With device identification, its now possible, for the first time, to measure and demonstrate concrete returns on investment.