UberMedia claims it is reinventing mobile advertising through putting the consumer first. They offer businesses help connecting to the right customers through predictive ads, tailored to a person’s exact location and likes. The idea is that instead of ‘annoying’ the customer with irrelevant ads, UberMedia uses social signals to link consumers with what they need, at the moment they need it.
CEO of UberMedia, Bill Gross reckons his methods achieve a click through rate of between 5 and 10%, 10 – 20 times greater than average rates.
Earlier this year Nike partnered with UberMedia to trial their mobile advertising techniques. In a campaign for their new Carmelo Anthony shoe, they targeted consumers who followed the New York Knicks’ players on Twitter as well as those whose smartphones were GPS-tracked on hiking paths, running trails and tennis courts over the last month. When these people were within 100 steps of Foot Locker or Nike store, a shoe shaped ad would pop up on their phones pointing them in the direction of the closest store.
Although this new innovation with mobile advertising appears incredibly effective, does it not seem a tad invasive? Knowing eager advertisers are tracking your every movement isn’t a comforting thought for many.
However, no need to worry, Gross has an answer for everything! His UberMedia service is opt-in; allowing users who find being followed an invasion of privacy to turn off the tracking in their phone settings.
Mobile advertising definitely seems to be the way to go at the moment; it has been identified as the fastest growing digital sector, experiencing 190% growth over the last year.
The key advantages of mobile advertising are:
- Huge audience
- The channel is always available, you have 24/7 access to smartphone users
- Allows for real time engagement i.e. giving users the right information at the right time
- Low costs compared with TV and radio ads.
As seen above, another company successfully tapping into the goldmine of targeted ads is Best Western. The hotel brand has partnered with PayPal using location based mobile advertising to reach consumers near airports or competitor’s locations. The growing trend is for travellers to book hotels last minute, from the road and Best Western’s new mobile campaign provides customers with the perfect answer, showing them exactly how far they are from the nearest Best Western hotel, before directing them to book on their website.
So, what are your thoughts on predictive ads, do you think it’s an invasion of privacy or do you think targeted mobile advertising is the future of advertising?