Ad Relevancy is a Relative Term in Mobile Advertising

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.

Serve Relevant Ads in Mobile Apps

Serving relevant ads is ultimate goal for advertisers and publishers. However, today’s mobile adnetworks haven’t achieved much in ad relevancy. That may explain why the CTR (Click Through Rate) in mobile app is low.

To improve ad relevancy, it is intuitive to start with app content. For example, when a user scans a UPC code of Wii Video Game Console, a similar product advertisement like PlayStation Game Console or Just Dance DVD is presented. Or, for a shopping list app, the ads should be served based on the items in the list.

AdSmart network is a Content-Driven In-app Advertising technology platform. It matches ads based on the app content. Click here to find more about AdSmart.

SmartBars is a mobile app that consumes AdSmart ads. It demonstrates how relevant ads are served based on app content. Click here (iOS version only) to download it.

Content-Driven In-App Advertising

What is Content-Driven In-App Advertising in mobile advertising space? It is as simple as its name indicates. In-App Advertsing means ads inside a mobile app. Content-Driven means it is based on the mobile app’s content.

Here is an example. You scan a UPC code like Wii game console, it finds relevant ads like Just Dance DVD or PlayStation game console. Basically, it serves ads based on your app’s content and user actions.

Interesting? Click here to find more.