"Now Serving Mobile" is a column focused on the audience-buying opportunity in mobile advertising.
Elizabeth Zalman is co-Founder at Media Armor, a mobile advertising technology company.
In January, I committed my 2012 resolutions to this readership, and my personal favorite was ensuring we hit $1B in spend. Resolutions are wonderful, but in order to fulfill them, we have to act.
First, a story: about a week ago, I was browsing at the online site of a large luxury goods multi-channel retailer. I put two dresses into my cart, then abandoned. I didn’t receive any remarketing ads. The next day, I went back to the site and bought the dresses, and right after I converted, I began getting messaged on behalf of the retailer. The ads were dynamically rendered, showcasing the two dresses I had just purchased. The first few times I saw them, I chuckled, but after a while, I became frustrated because the content of the messaging was borderline absurd. Even worse, I ended up returning the dresses to the retailer’s brick-and-mortar store, and not twelve hours later, received two more ads. Eek!
It’s relatively easy to explain this scenario away. For whatever reason, the vendor serving the ads neglected to close the loop that I had purchased, and the content of the ads was rendered irrelevant. Then, the offline component of my behavior wasn’t translated to the online, and the content became even more extraneous.
We live an imperfect world with respect to data. These imperfections become even more apparent when of-the-moment bells and whistles (in this case, dynamic rendering) aren’t fed information appropriate to each individual consumer. In the story above, the messaging itself wasn’t immaterial; it was the content.
As we look at how money is being invested in mobile advertising, it’s very much focused on these ‘of the moment’ whistles, with extremely limited intelligence feeding the technology: