distributor’s budget multiplied by 5 or 10

Distributors’ mobile advertising budgets could be multiplied by 5 or 10 in the near future, under the impulse of Oui Pub and the disappearance of the prospectus. Finally, this good old print catalog won’t survive digital. Mobile advertising is already an advertising giant and its development has only just begun. Tommaso Fagottofounder of MobSuccess, pioneer ofapp marketing, advises distributors eager not to miss the boat of this new digital boom based on Guide to the shop.

Mobile advertising: budget for “resellers” multiplied by 5 or 10

Mobile advertising has become the highway to drive to shops and is well on its way to supplanting the good ol ‘flyer

Transparency - informal networks

Transparency: This podcast is produced in collaboration with Mobile screen on behalf of MobSuccess, a provider of drive to mobile and drive to store solutions. We wrote this ticket with ours target usual of independence e of authenticity.

According to the Internet Advertising Observatory, the market just over € 6 billion in 2020, of which nearly € 3.7 billion for mobile advertising. There is a lot of talk about digital advertising, and in the end we don’t realize that we mainly use it via mobile.

mobile advertising
Mobile advertising is already experiencing a real boom and has only just begun. The push to the store will give him new impetus and increase his income tenfold. How far since 2013!

Indeed, according to Jérôme Bouteiller of Mobile Screen, mobile advertising generates more revenue than television.

[Le mobile est devenu] the first digital screen, in front of the computer, but also […] in front of the television, whose 2020 turnover should not exceed 3 billion euros

Tips to follow to archive a successful mobile unit

Given the size of this market, distributors cannot miss this extraordinary drive-to-store opportunity offered by mobile devices.

And to help them, I asked Thomas Fagot of MobSuccess to give us his advice.

Here is a brief summary of his recommendations:

Tip # 1: Carefully measure what is expected of a drive-to-store campaign

Impact measurement is a campaign’s thermometer. The final balance sheet will depend on this measurement, i.e. the criteria we will use to define success or failure.

mobile advertising
Distributor budgets in mobile advertising could be multiplied by 5 or 10 in the near future, under the impetus of Oui Pub and the disappearance of the prospectus. It’s a true mobile drive-to-store boom that we will see in the coming years.

There are two mechanisms for measuring the impact of Drive to Store campaigns via mobile devices:

  1. Measurement using GPS datathe advertising display and the people who went to the store as a result of such exposure;
  2. Another element, a little more advanced, widely used today, is called the geolift. It allows you to create a pool of stores active in advertising, with a measure of the increase in turnover in the stores that have participated in a multi-localized activation operation.

Tip # 2: Consider 2 main elements before the campaign

Two strong elements are to be considered upstream of the campaign according to Thomas:

  1. The announcement itself: ad creation must be as local as possible, stresses Thomas. We use a lot of DCO, Dynamic Creative Optimization, which allows you to view the name of the nearest store, or products related to the store’s stock in relation to its stock in real time. This advertising is really aimed at the local, people feel more interested in this type of message than in generalist national advertising.
  2. Geographic targeting: historically, brands have used the radius a lot, which consists in drawing a circle around a sales point, more or less enlarged depending on the communication area. Real acts of optimization must be carried out for a more precise targeting, based for example on the postal code, or even multi-range (several points spanning a catchment area). This is to avoid a large loss of media purchases, which could go to areas that do not affect the point of sale of the store.

Tip No. 3: challenge traditional KPIs

A measure historically used to analyze digital campaigns was cost per click (Click-through rate), explains Thomas

This CTR is not of the same interest as for multi-room campaigns.

The purpose of local advertising is primarily to inform you of a current offer in the nearest store. Clicking becomes almost optional, unless you want to know more. A good message and a good creativity already allow to say the essential from the advertising exposure.

Advertisers must therefore be interested in the new KPIs to consider when it comes to a multi-local campaign.

Measurement at the point of sale is therefore essential.

What future for mobile advertising: will it completely replace flyers?

Over the past three years, mobile advertising has gone from a small budget line to an essential issue for advertisers.

More and more offline budgets, whether those assigned to flyers or local radios, are being carried over to the digital ecosystem.

Mobile advertising will become more and more important to retailers in the years to come and budgets will be multiplied by 5 or even 10 times.

These are encouraging prospects for mobile advertising, we are definitely far from the laborious beginnings of this discipline, just 10 years ago.

Yann Gourvennec
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