Relevancy in mobile advertising is a relative term. It has different meaning to different people. Some people think location targeted ads are relevant. Some other people think user profile targeted ads are relevant. Some other people think crossing device targeted ads are relevant.
Technologies are there to achieve all above. But as VP of MyBuys.com Sundar Krishnamurthy said, the challenge is take action. Something that drives consumers to take action is still missing.
The short answer to this is timing. Yes, you know me from my profile. But I am not in shopping mode. Yes, I searched Bulova watch yesterday from my home computer. But now I am using my tablet to read Yahoo Headline news. Just stop shoveling that stupid watch ad to my screen!
It seems targeting or retargeting does everything right but at wrong time. So, what is the right time, then?
The right time is the moment a user uses his/her device. When I scan a UPC code of Wii game console, I wouldn’t mind to see PlayStation game console ad or Just Dance DVD ad. When I read Taylor Swift from Yahoo Headline news, I wouldn’t mind to see her latest album ad.
AdSmart – a Content-Driven In-app Advertising technology platform – serves ads at right time. It complements existing technologies to achieve most relevant advertising campaigns.