Looking Ahead: UpSnap Offers Mobile Marketing Predictions and Insights for 2015

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Mobile Advertising Leader Helps Businesses Prepare for Year Ahead

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Mobile marketing has gone from an alternative source for engaging with customers to a critical component of business success.

The past year solidified mobile advertising’s new position as the dominant medium for reaching new and repeat customers. Research shows that by the end of 2014, mobile advertising will make up nearly 10 percent of the U.S. advertising market, surpassing newspapers, magazines and radio for the first time ever. UpSnap, provider of highly targeted, data-driven mobile advertising, has outlined its top predictions for how this space will continue to evolve and how businesses of all sizes can seize the opportunity to make it work for them in 2015.

“Mobile marketing has gone from an alternative source for engaging with customers to a critical component of business success,” said Greg Garrick, vice president of Mobile Marketing at UpSnap. “Companies that understand what’s on the horizon can plan accordingly to ensure they’re leveraging this channel in the right ways to drive traffic and sales.”

Looking ahead, UpSnap predicts three major themes in mobile advertising:

1. Location, Location, Location. Location accuracy will be more of a priority for marketers in 2015. It pays to reach consumers based and where they are and their proximity/need for a business or service, so marketers should embrace the power of location to extend the power of their mobile advertising campaigns.

The industry’s location accuracy group is working across all aspects of the industry to understand and define the best practices for how location data is derived and used that meet both the demands the marketers and value to the consumer.

UpSnap has already embraced the location trend, thanks to its advanced algorithms that leverage frequency, uniqueness and distance traveled by time across more than 1 billion requests per day to help identify quality location data.

2. Mobile Measurement: In the year ahead, marketers will adjust how they’re measuring mobile advertising, starting with understanding the major differences between mobile and desktop advertising ROI.

Click-through-rates (CTR) from the days of desktop advertising are becoming less relevant when determining campaign success. Marketers need to look at mobile as part of their overall media plan, just as consumers are using mobile as part of the research strategy.

The secondary action rate is a better benchmark for measuring mobile, and businesses that get ahead of it will be able to maximize the potential of mobile advertising. Moreover, secondary actions don’t always have to be a click. Because mobile allows for proximity, in-store sales can be a great indicator of campaign success.

3. A Programmatic Approach: Toward the end of 2015, real-time bidding (RTB) will replace manual buying to dominate the mobile space.

Currently, marketers buy mobile advertising in a manual, site-specific way because they are uncertain about how to effectively roll out programmatic or bulk buying. When advertisers get more involved in mobile marketing, they will understand that manual purchasing means a slower approach that requires a lot of attention and resources. With RTB, marketers are seeing efficiencies and cutting out the human element to deliver automated, site-agnostic campaigns.

Because of its effectiveness and ability to reach people anytime, anywhere, mobile advertising is becoming the most effective way to engage with customers. As it continues to evolve, it pays for businesses of all sizes to understand and stay ahead of the trends.

About UpSnap
UpSnap provides highly targeted, data-driven mobile advertising to attract the ideal audience for brands big and small. Combining first-party proprietary data and real-time analytics, UpSnap goes beyond location to deliver site agnostic and results-driven campaigns that produce qualified, engaged customers. UpSnap tailors each campaign to align with unique business goals, delivering the right customers for more meaningful exposure and better business results. For more information, visit http://www.upsnap.com.

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AIMEE EICHELBERGER
Superior Public Relations
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