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How To Grab Attention Through Ads In All Mobile Moments?

For brands to make an impact, it is important to be present at the right time, at the right moment

Over the years, audiences have transformed the way they consume advertising. Some time ago, movie posters would be scattered all over the city serving as one way ads where one could only catch a glimpse of the movies and twiddle their thumbs until the movies were released. Cut to a highly mobile world. Movie ads are splashed across mobile screens, allowing people to go a step ahead and buy movie tickets instantly.

Taking the mobile route to achieve greater results

India's digital growth has rocked the world with the advent of smartphones, 3G and the most recent wave of 4G. Talking of numbers, out of over 367.48 million online users, men account for 71 per cent while women are still catching up at 29 per cent. The urban users contribute to 67 per cent of mobile usage while rural are at 33 per cent. The lower price is a prime factor leading to a surge in smartphone usage. Today, every fourth mobile phone user is tapping a smartphone. At the latest count, mobile data subscribers were 245 million while smartphone users counted up to 220 million.

All the above criteria place India at number 4 on the web traffic ranking chart. When the global average is 39 per cent, the percentage of total web pages served to mobile phones in India is 66 per cent. Public WiFi hotspots add to the frenzy. In 2015, there were as many as 60,400 hotspots which are estimated to shoot to a staggering 4,200,000 by 2020.

Cashing in with strategic mobile ads
For brands to make an impact, it is important to be present at the right time, at the right moment. Cheetah ads are designed for all mobile moments viz. pre-social, in-social, content and utility moments; of which pre-social moment like AppLock steals the show. Brand ads in AppLock add fun and drive engagement at every unlock, boosting responses.

o Higher impressions increase brand awareness: When Cheetah Apps cross 612 million MAUs worldwide, the ad placement AppLock in India alone enjoys 200 million impressions every day.

o Ad-Blocking is a trend: Mobile ad-blocking is a trending Asian phenomenon with India ranking 3rd in ad-blocking rate worldwide; making app lock ads even more invest-worthy.

o High impact with premium CPT: Brands can buy all impressions for the AppLock placement for 24 hours. Since social apps like Facebook and Whatsapp are the most locked category, brands can get maximum eyeballs on their ads at every beep.

o Flexibility for customisation: Brands can customise ads with their logo, hero product, multiple products, discount code, video/GIF and more.

Vertical video: An impactful way to hit maximum targets

Cheetah Ads provides the most engaging and best performing mobile video format for brands, which would be 100 per cent Viewable. In addition, Cheetah Ads help advertisers edit videos for free, and it also presents innovative ways to showcase brands to its audience in all mobile moments:

o Utility moment offers massive inventory for wider brand big exposure
o Pre-social moment lets the audience interact with brands while unlocking their social apps
o In-social moment tells brand story with seamless vertical video, influencing engagement
o Content moment uses personalized content and in-apps ads to fill fragmented time

Cheetah Mobile offers a comprehensive bundle that lets brands achieve their true need. It covers three vital aspects of View-Through Rate (VTR) to ensure brand reach and influence, Conversion ratio for quantitative results and CTR and leads to drive ROI.

To promote Galaxy On Nxt, Samsung India invested in AppLock ads in select apps like Clean Master, CM Security and CM Locker. In a 24 hour placement buyout, the ads steered a whopping 37 million impressions with 350,000 site visits. The brand was also able to retarget users that visited website for remarketing.

As the world enters a future driven by a touch of mobile, it is imperative for brands to follow suit. After all, real power of ads lies in its performance to influence the audience and lead to great conversions.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Morden Chen

Morden Chen is the General Manager of Cheetah Mobile's Asia Pacific and global performance business. He is armed with over 10 years of experience across product management, sales, and marketing. He has held key positions in Baidu, Microsoft and Taiwanese-based company, PChome-Skype and has successfully launched multiple products and services across Asia.

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