Decoding Digital Ads: The Mobile Conquest

From now until ICAST, FTR is delving into the inner workings of digital advertising to help you understand the latest marketing lingo; and how to make the most of new-age advertising options that can take the guess-work out of digital. We’re calling it Digital Decode, and this is class one—the mobile conquest. 

“And then in the strange way things happen, their roles were reversed that day.” – Jack White, “Conquest”

Your privacy is gone. Once a sanctum of your inner self, your phone is now your loudest snitch. You know this already, because in addition to listening devices like Amazon Alexa and Google Home, your smartphone is also listening to your conversations each day. It’s paying attention to what you search on your browser, what you buy online, where you are, and what items you mention in casual conversation, like dog food, new shoes, or…spinnerbaits. 

The resulting data is shared with ad networks, making it possible to place an ad for Christmas Craws or January Jerkbaits in the hands of the customer who’s most likely to buy them. It’s terrifying news for privacy advocates, but it’s also an advantage you can leverage for your pocketbook. 

Is it spooky? Yes. Is it another way for you to ring the register? You bet.

Most new-age digital ad solutions leverage this data to deliver a specific form of ad, but today we’ll focus on just one, what we call the mobile conquest. 

What does a mobile conquest do?

Mobile conquests allow your store to saturate the mobile devices in a chosen geographic area with ads for your store. If you’re in Guntersville, Alabama, that means you can put a “blanket” over the entire lake and every launch ramp in the area. You can target the hotels where out of town fishermen stay, or the factories where local fishermen work, or even your competitor’s address.

Got a new shipment of January Jerkbaits in? Let the town know. Mobile conquest ads can be dished out as static display or video ads, and they’ll appear when a potential customer is surfing the web on their smartphone browser. You can put your store’s latest sale in an ad, or send a video extolling the benefits of the bait. 

Who is your ad going to hit? A lot of people—but especially those customers data says you should be selling to. In 2018, smartphones accounted for nearly 53-percent of all total web traffic; and some say close to 60-percent of all Google searches. Typically, mobile conquests are delivered via a contract with an advertising company—FTR offers this service for retailers—with a guaranteed reach per thousand.

That’s standard across the industry; however, the way those ads are delivered depends on the quality of your digital provider.

Not all are equal.

When investing in a mobile conquest, it’s important to not only know what you’re buying, but to understand how it’s delivered. Where your ads are placed and what they look like is critical to success. Some ad networks buy only “below the fold” or in remnant areas on web pages. In FTR’s case, all digital ads are guaranteed “above the fold”, in prime real estate.

How do you create a campaign?

In addition, you’ll want to partner with a service that gives you detailed reports on your ad campaign. Remarkably, not all firms are transparent with their reports, and offer little analysis alongside them. Before you buy, make sure you and your digital provider agree on expected results, and ask them to explain how they will report them.  If you can’t understand their explanation, ask more questions or find another vendor. Digital is really not hard to understand—it’s just that some digital sellers don’t really want you to know.  

“What if I place them myself?” You can’t: not mobile conquests, anyway. Unlike Facebook ads, conquests are something you’ll need to leverage a marketing service to place. This is largely due to the need for a relationship with digital ad networks and digital-only experts who know how to code and place your campaigns properly.

What kind of results can you expect from a mobile conquest campaign? I polled FTR’s digital ad experts to find out.

A recent mobile conquest of the Tennessee River’s Pickwick Lake, a frequent haunt for bass fishermen and recreational boaters alike, resulted in 108,000 ad impressions served and 419 clicks over one holiday weekend. We could tell you that the CTR for that campaign was nearly nine times more effective than the national average

So how do you bring effectiveness like that to your store? You can hit the internet and search for a marketing partner on your own, or you can email our own digital decoding experts at FTR for more info on mobile conquests, including video and case studies that you can apply to your store.