Mar 28 2016
Basis Technologies

Mobile Real Talk: “Just Doing Mobile” is No Longer Enough


From now on, smartphones will require a smarter strategy. This year, mobile will account for 50% of all digital ad expenditure for the first time. That’s no surprise, given the adoption rate of mobile devices. But just re-purposing your desktop activations in the mobile world isn’t cutting it any more.

Adults 18-54 are at smartphone penetration rate upwards of 90% - Mobile Comscore

As mobile has evolved, better technology and more robust data collection have improved the way we can target audiences. The level of granularity available today offers many opportunities to fine-tune and optimize, far beyond just assessing CTR.  Understanding the possibilities and learning how to leverage them can have a powerful impact on your campaigns and drive bigger returns. So how can you transition from just “doing mobile” to dominating mobile?

The answer is at hand - introducing the 4 Targeting Tactics for a Mature Mobile Strategy

Targeting Tactic #1: Mobile Re-Targeting

Mobile retargeting is actually a bit of a misnomer. Up to this point, it hasn’t been possible to track users across mobile sites and apps because they are different ecosystems and don’t speak the same language. When you hear “mobile retargeting” it usually really means app remarketing or ad retargeting.

How To Use It

  • Look for publishers that will allow you to buy on a cost-per site visit. A pixel is placed to confirm that a user visited that site and enables you target based on post-click actions to the owned site.

Did you know? A growing library of mobile javascript tags made in tandem with app SDK libraries now allows you  to track a consumer with a unique mobile ID across mobile spaces.

Mobile spending is expected to surpass $100 Billion in 2016 - eMarketer

Targeting Tactic #2: Cross-Device Targeting

Cross-device targeting uses two means of identification: deterministic and probabilistic.

Deterministic data is simply registration data, which verifies that a user is the same when logged in across multiple screens.

Probabilistic data uses several pieces of information passed through an ad call to confirm that you are reaching the same individual. It’s not a 100% match rate, but still very effective.

Did you know? The smaller players that offer cross-device targeting are usually working with probabilistic data.

How to Use It

  • Get a sense of cross-screen attribution and identify exactly where your audience is connecting with you. For instance, does one screen convert better than another? Be sure to establish goals that are focused on cross-device targeting.
  • Build creative that leverages the strengths of each different screen and then take notice of which versions your audience reacts to.
  • Prioritize unique insight gathering across screens— for example, targeting consumers on desktop during the work day and on mobile during the weekends. Your audience might exhibit different behaviors on different screens and you should use those learnings to fine tune your campaigns.

In 2016, mobile users will spend 3 hours and 15 minutes a day using apps - eMarketer

Targeting Tactic #3: Viewability

Exact standards for mobile viewability have not been defined. Currently, the Media Rating Council is taking the standards built for the desktop space and applying them to mobile. There are some MRC-accredited third party players that are measuring mobile viewability.

Average viewability rates are around 50% - Think With Google

How to Use It

  • Find an MRC-accredited partner who has experience in the mobile space, like MOAT.
  • Leverage partners that measure viewability without compromising other KPIs.
  • Assess how viewability plays a role in overall campaign CTR and post-click activity. If you haven’t been tracking it to date, adding it to the mix may have a big impact on these and other key stats.

In 2015, nearly 20% of Americans relied on smartphones exclusively to access the internet - Pew Research Study 2015

Targeting Tactic #4: Mobile Location Targeting

Mobile location targeting provides powerful data that can be used to drive consumers to shop online and in-store. It allows you to reach the right user based on foot traffic patterns, lifestyle, habits and more.

It also enables you to assess whether a location-based mobile ad actually led to a purchase or a visit at a specific store or point of interest.

Did you know? Sales lift data is now more widely available thanks to partnerships with companies like Nielsen Catalina, Datalogix, and Mastercard.

How to Use It

  • Build custom location segments and test them against one another. For example, how do Millennials, Moms and Travelers react differently to your messaging?
  • Assess real-world location segments against digital audience segments. Essentially, look at how your audiences are behaving in the real-world vs. how they behave on mobile sites and apps.
  • When you have the opportunity to drive consumers to a physical location, do so and track sales lift and other stats such as verified walk-in data or in-store foot traffic data.

The Keys to a Mature Mobile Strategy

Retarget Consumers More Effectively. Reach that mobile consumer who has visited your brand’s site or app to drive them to purchase.

Find Your Audience Across Screens. Get a sense of cross-screen attribution and where your consumer is connecting with you.

Leverage Location and Site Visit Data. Use powerful location data to drive consumers to shop online and in stores.

Assess Viewability. Determine how media partners are accounting for this type of measurement.

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