Mobile technologies — Mobile Wiki

Deep-linking

Technology that allows you to forward the user to a section inside the application.
In the event that the user does not have a mobile application installed, he will be asked to install the application, after which he will be able to get to the designated section.

Applicable for:

reactivation of existing users;
promotion of sections of the application relevant to the specific user group;
increase the profitability of the application;
shortening the sales funnel, speeding-up the conversion;
personalization of the advertising message and precise segmentation of the audience.

Look-alike

A type of targeting that allows to show advertising materials to those users who are similar (by behavior / social characteristics) to the specified target mobile audience (those who committed the targeted action on the site / installed the application / existing customer base).

At the moment, the possibility of this targeting is implemented in almost all major advertising platforms. If set properly, it may become an effective tool that increases the profitability of an advertising campaign.

Targeting a hashed user base

If the advertiser has a certain database of contacts (e-mails / phone numbers / mobile device identificators), he can target it on the main advertising platforms and run customized remarketing campaigns with in-depth audience segmentation.

According to the law, the advertiser does not have the right to transfer personal data of his clients to third parties; therefore, hashing technology is used. The data array is processed into a bit string, encrypted by a certain algorithm (MD5 in most cases). Thus, user data does not become available to the public.

From a practical point of view, this tool shows good results when the following conditions are met:

Large user base (100K + entries);
High percentage of matching (higher than 50%);
Before hashing, users were divided into segments, which will allow for building personalized advertising messages.

Hyperlocal Targeting

Targeting based on the exact geographical location of the user. The radius is from 100 meters to 10 kilometers. For example, hypergeos can be configured by public transport stops, streets, by the area where specific objects are: shopping and business centers, railway stations and airports, educational institutions, concert sites, parks, conference halls, etc.

Depending on the advertising platform, the following options are provided
for targeting users who:

are at this location now;
come to the location on a regular basis;
were at the location at least X days during a certain period.

Dynamic ads

The format of advertising materials that automatically generates ads for each product on the website. Dynamic ads on Google, Bing and Yandex websites use search queries and track which websites the user then navigates to. The content of the advertisement is then generated automatically based on this data. Thus, the user is shown the most relevant information that corresponds to his current interests.

This technology is relevant, first and foremost, for online stores, which often change their range of goods and services. Dynamic ads allow you to optimize on your advertising campaigns that use a large number of similar ads.

It’s common sense that conditions of high advertising clutter and the decrease in the audience’s attention and confidence from mobile devices to advertising has forced advertisers to look for new ways of communicating with the target audience. Digital, as the most dynamically developing and targeted channel, provides broad opportunities.

Mobile phones, and now even smartphones, are an integral part of our daily lives, as they collect and store detailed information about the owner: where he was at, what he was interested in, what sites and applications he visited, what he did and did not buy. The power of mobile technology is undoubted. Proper and timely use of the date within the framework of advertising campaigns opens a wider range of opportunities not only for advertisers, but also for users. Personalized proposals that take into account the interests and behavior of the user are always more visible and in demand for the audience. To study the target audience, mobile app analytics is used.

As part of working with our clients, we have been committed for a long time to the use of mobile marketing technology to solve various types of tasks.

For example, hyperlocal targeting allows you to configure point-to-point communication with the targeted audience in a given location and not to overpay for non relevant contacts. Look-alike targeting makes it possible to increase audience reach from mobile devices. Carefully selected dynamic ads more than double online conversions from paid sources of traffic.

High client involvement and a number of technical works with the site/ application are undoubtedly necessary for the operation of technologies. But the results and prospects that open up to the advertisers are worth it.

Ekaterina Ogurchikova

Digital Account Director, OMD Media Direction