App Store Optimization Cheat Sheet

So you’ve developed a mobile app, excellent, but what next?

There are more than 4 million apps in the Google Play Store and Apple App Store and this number will only increase with the coming years. While each app is exclusive to the developer, only a few get the deserved recognition from users. To be precise, the fate of your app after its development depends on how many users download and use it. According to research, 63% of apps are discovered through app store searches, so it is highly essential to optimize your app for the app store.

Here are some best practices to get more app downloads and to increase your rankings in the app store.

The App’s Name should be creative and informative

No, naming your app after you or your business won’t work well. A good idea would be to choose two to three keywords and using at least one of them in the title of your app. According to data, apps with keywords in the title rank 10.3 per cent higher than those without a keyword in the title. This way, your app will show easily in the search results. However, make sure that you don’t make the app name look like a spam by overstuffing keywords. The title needs to be short because that’s what users can read in a single screen. Obviously, you don’t want your title to get cut.  Titles are usually cut after the 23rd character (including spaces) in the App Store and the 30th character in Google Play. The first thing that the users see about your app is the name and icon. This is the first and the best chance to impress your users. Therefore, be cautious and creative when thinking of a name for your app.

Always include a description

Most of the times, users may need an app for some particular function, but they may not be sure which, app to download for the same. In such cases, the description option in the app store comes in handy. Reading the description of the app will help the users know what your app does, and it will also decrease the chances of uninstalls as the users know about the app well before downloading it.

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Make sure the description is precise and concise and brings out what the app does exactly. Use bullet points wherever required and avoid dense paragraphs.

Also, read our blog on “10 Free Apps for Productivity, Social Media & SEO.

Have an original app icon

As we said before, an app icon and the app’s name are the ones that catch your users’ eyes easily. Make sure that your app’s icon is designed from scratch. Also, do not make it too elaborate or complicated. Keep it simple, unique, and attractive and make sure the icon breaks through the clutter. Do remember that the play store and the App Store have both varying standards in terms of size, geometry, and color scheme of app icons, so design the icons accordingly. The iOS icons should be sized to at least 1024×1024 pixels and the Google Play requires a 512×512 icon.

Use Screenshots tactfully

Have you noticed those screenshots that are shown in the app store when you check out an app? Well, that’s your next chance to capture the attention of your potential app users. To make a visitor download your app, you must place screenshots tactfully in this section. You can upload up to five screenshots for an iOS app and eight for an Android one, however, only two or three screenshots will appear in the gallery when the page loads. Only use screenshots that will differentiate your app from other similar apps.  For the best results, you could A/B test various screenshots to see, which drives the most downloads. Read our blog on “How Design Can Help Tell a Brand Story.

Update your app regularly

Like any other software, your mobile apps will also need regular updates and upgrades. If you launch your app and forget it, your users will download it and forget or uninstall it. Release periodical updates with relevant release notes explaining what’s new in the update.

Encourage your users to review and rate you

You don’t have to urge them to review or rate you with pop-ups every other minute, but gently nudge your users to rate your app. This will always help in increasing your views. Furthermore, do not ignore negative reviews, but pay attention to what was wrong in the users’ experience and try to fix it. The apps with high ratings are all ones that keep their audience engaged and take customer feedback positively. You can also make use of influencer marketing to get your app reviewed by top digital influencers.

Price it right

If your app is something that needs to be bought, set a competitive pricing. Instead of making your app more expensive than other similar apps, set a nominal price and improvise on making your app the best in the category. If your app is free, then add it to the in-app purchases category to improve its listing and visibility.

Make your app language and device compatible

When your app is available in various languages and is compatible with different OS versions, it is bound to get more view and reach than an app released only for one OS and in English. Both the iOS and the Play store allow you to localize your listings to make discovering your app easier for customers in other countries.

We hope by now you have understood the various best practices that must be followed to improve your app download. Comment below some of the other tips that you would like to add to our app store optimisation cheat sheet.

13 Ways to leverage Local SEO and Google Maps for your Business

When it comes to search engine optimisation (SEO) and digital marketing for your business, one must pay attention to things beyond just the website, especially if you own a local business. In the past couple of years, digital marketers have gradually understood the importance of strong online marketing efforts that include local SEO and Google Maps (or Google My Business) as well. Read our blog on Demystifying the Basics of Search Engine Optimization if you are getting started on this for the first time.

If you think it’s enough to just optimise your website to perfection, then you are on the wrong path. Since July 2014, Google uses an algorithm called Pigeon. This is one of the Google’s local search algorithm updates. The aim of this algorithm is to increase the ranking of local listings in a search.

The changes in the ranking made by this algorithm are also shown in the Google Maps’ results. In other terms, when a person searches for a particular kind of business in a locality, the results will be based on user location and the listing available in the local directory.

For example, if you are searching for Spas in Chennai on Google, the search result will be like this:

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Even before the pages are ranked, there will be three map listings. The map listing will also have a toggle button – “More Places” that allows you to check for more map listings. Similarly, another search result for “Bakeries in Egmore” shows this result:

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When a person searches for “bakeries, Egmore” in the query box, he gets a result where there are three map listings and 5+ organic listings. So, even if you have the best website, it might be there at the 8th or ninth position. How many users would scroll down all the way through 8 or more entries to click on the actual website?

The amount of people who will reach until the end of the page will definitely be lesser than the ones who would click directly on the map listing or any organic listing. Hence, you must constantly watch these listings and optimise your presence in the map and directory sites. The 3-pack map listings by Google can be a marketing game-changer for your business for these have a highly-valuable exposure, thus generating quality traffic and new customers.

Here are some of the best practices that you must follow to implement a successful Google Maps Marketing and Local SEO strategy.

1. It’s is important to maintain a physical address for your business

No matter whether your business is B2B or B2C, it is important to maintain a local address for your company. This is important to rank in the Google local 3-pack map listing. Also, having a local address is an important search engine factor for local SEO. Google has reported that there is an increase in queries containing “near me” – for e.g.  restaurants near me or salons near me. The distance from the location of the user is critical in these searches. This is why adding the locality name after the name of your business can help in ranking.

2. Set up and maintain a Google My Business Account

Your Google My Business (GMB) account plays a major role in Google Maps Marketing and local SEO. In fact, your GMB determines and has an effect on your online presence in Google Maps, Search, and G+.

Google My Business offers a simple and easy way for you to create a listing for your business. You can also claim an existing one. You must just make sure that all the information listed in your GMB page is accurate and complete. Adding pictures of your business along with videos (especially 360-degree videos) and the opening date of the business can also help your business gain greater visibility. It’s also important to choose the most appropriate primary and secondary categories to list your business under. This can have a direct impact on what kind searches you show up for.

3. Optimise your business description

Building an effective GMB listing doesn’t just end at creating a listing. There are several features you can implement on your GMB listing to ensure it delivers good results. Your GMB profile should have unique content that has all the information your customers might require. Clickable phone numbers are important as they make it very easy for your customers to contact you. Another way to help your customers get in touch with you is by enabling the messaging option whenever possible. Your store hours (opening and closing hours) should also be included as priority information. If you have special timings for certain days (like weekends or public holidays), make sure you specify those as well.

4. Concentrate on your business’ NAP

Your business’ NAP – Name, Address, and Phone Number should be consistent in both your GMB page as well as on your website. Also, make sure that your business’ NAP appears exactly the same across the web on third-party websites, directory listings, and social media profiles. These citations, i.e. your company’s NAP in other websites and listings, determine the legitimacy of your business and its beneficial if your NAP is available in various websites.

5. Have a separate web page for each of your products or services

Your business might have multiple products or services. Dedicating a separate web page for each and every type of product and service can help in optimising every page. In other words, instead of over-optimising a single page with a lot of keywords, you can optimise each page of your website with the relevant set of keywords around a theme. It doesn’t mean you need to have a page for every keyword, but make sure each type of product/service and each service area (i.e. locations) are covered.

6. Make sure the website URL contains the target keyword

Adding your website URL to your Google Maps listing can be an effective way to direct traffic to your page. However, your goal shouldn’t be to just generate higher traffic, but relevant traffic as well. One of the best ways to do this is by adding the focus keyword (the keyword you are targeting through your listing) on the web page that your listing directs traffic to. This can help you rank for relevant keywords and provide real value to your consumers.

7. Build an effective schema markup

A schema markup helps optimise your listing for search engines. It helps search engines understand what your business is about by speaking in their language. Luckily, it takes minimal effort to structure your listing based on schema markup. There are many tools such as Microdata Generator where you can simply enter your details and they will automatically generate a code which you can then paste in your website’s back-end.

8. Create mindful citations

Be it a citation in Zomato for your business or a mention on another website, you must make sure that the mentions are made sensibly. If you can build citations in trustworthy websites and good listing directories, you can increase the value of your local SEO significantly. Do also check out our infographic on 21 SEO Link Building Techniques.

Some of the things that you need to keep in mind while creating or building citations are:

  • Make sure that any citations about your business in 100% accurate, especially the NAP.
  • Remove or place a request to remove any duplicate listings in listing directories.
  • Try to build mentions in websites that are relevant to your industries.

9. Work towards generating Google Reviews (of course, positive ones)

Reviews in Google Places are a crucial ranking factor for the search engine. Having good reviews in Google will definitely assist you in being listed in the Google 3-pack map listings. You can ask your customers to leave a review. Alternatively, you can also offer incentives or discounts on next purchase for customers who review your service or product on Google. Even reviews from social media channels are now displayed on Google. You may also find it interesting to read our blog on Why Social Media Matters for SEO?. It is important to remember, however, that you shouldn’t add to many reviews at the same time because this can appear suspicious.

10. Embed Google Maps on your site

You should embed the Google Map of your business’ location on your website in the “contact us” page. This technique is a proven way to boost the SEO value of your website. This needs to be combined with Local Schema to give Google complete visibility on what kind of business is being run.

11. Make sure your website & blog are super fast

In recent times there has been a lot of talk on website speed and implementation of AMP (Accelerated Mobile Pages) to ensure that experience on mobile and desktop is fantastic. This is critical even for a local business because blog content focussed on your city or location of business can be crucial in attracting the right audience. For example, one of our most popular blogs is on marketing events in Bangalore and we created this to target marketing professionals in the city when we first launched our services there.

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12. Update your GMB posts regularly

Google allows you to add posts on your GMB listing which will show up along with the rest of your description. As these posts have a Call-to-Action button, it can be an important tool to drive traffic to your website. GMB posts can also be used to promote special offers, events and product details. Since these posts automatically expire within 7 days, it’s important that you continuously update them.

13. Build a brand

Google and other search engines are starting to not only reward content that is customised to users (in this case content can be customised to a local audience) and they continue to show preference for sites and brands that users already know of. Hence its critical to keep track of how many users are searching for your brand (Google Analytics and Google Search Console can help with that) and not just for the product & service that you are offering.

Many business owners have found Google Maps and Local SEO marketing to be intensely helpful and beneficial for their businesses. Have you started applying these best practices? Let us know in the comments below.

Lesser known Indian marketing books that are worth reading

The best marketers are the ones who constantly try to improve their craft, no matter how good they are at it already. If you are looking to read some offbeat, lesser-known marketing books that will help you in enhancing your marketing skills even more, here is a list of such books written by our very own Indian authors.

Storm the Norm: Untold Stories of 20 Brands that Did it Best

Written by Anisha Motwani, this book is a unique collection of contemporary, true stories about Indian businesses and brands that rewrote the norms of their respective industries. All the twenty stories are not only inspiring, but they will also bring in some remarkable change in your approach towards marketing and business management.

Nawabs, Nudes, Noodles

This quirkily titled book written by Ambi Parameswaran, an ad veteran, discusses the story of Indian advertising over the past 50 years. Over a hundred ads have been studied and examined in this book by the author. This book will let you know how advertisements take inspirations and influences from politics, culture, society, etc. Reading this book will give you in-depth knowledge about Indian advertising scenario.

Digital Marketing Insights 2018

Written by digital marketing experts from Social Beat, this book deals with the various aspects of digital marketing and the methods marketers use to leverage the medium to grow their sales and revenue. It also provides readers with a better understanding of the Digital Marketing Trends You Must Watch Out For In 2018 and insights from key areas of digital marketing such as Social MediaContent And SEO, video, Digital Advertising, mobile app marketing and User Experience Design. You can get a glimpse of the expertise of the team on their YouTube Channel which has a knowledge series called Digital Bytes.

Pandeymonium

Written by one of the gurus of Indian advertising, Piyush Pandey, Pandeymonium is not just biography but also a brief history of advertising and how its evolved. He has put in some amazing tidbits and experiences from his life at Ogilvy as well his love for cricket. He shares how he helped build brands like Fevicol, Vodafone & IPL amongst others. Most importantly he talks how he draws inspiration from people and things around his daily life.

Marketing Unplugged – Spotting the Elephants in the Room

How interesting would it be if there is a toolkit of new techniques that you can use to come up with new, innovative marketing strategies? Well, that’s what the Marketing Unplugged book has in store for you. This book written by Suman Srivastava is a book full of scholarly yet delightful ideas for marketing.

The 30 Second Thrillers

From humble beginnings as a Bollywood film billboard painter to the National Creative Director of Leo Burnett India, KV Sridhar (or Pops as he is known as) has seen it all and today is widely respected as a creative leader in the Indian Ad-world.  He’s credited with the emergence of Leo Burnett as a creative powerhouse in India so that makes this book even more interesting.

The book is unique because it brings together behind the scenes of every loved ad, right from the Doordarshan days to today’s YouTube; right from ‘Chal meri luna’ to ‘Airtel smartphone ads’. It covers interviews of creative heads and directors of all generations, right from vintage to new age. Pops has handpicked each ad based on their popularity among viewers and met its creators and talked to them about the entire process. He had left out the marketing jargons and advertising sham and just weaved stories using wonderful stories.

IIMA-Why I Am Paying More: Price Theory and Market Structures Made Simple

Satish Y. Deodhar has written a series of management books under the IIMA book series title. If you are looking to read the series, Why I Am Paying More is the right choice. This book explains the dynamics of pricing with respect to demand, supply, market structures, etc. Beautifully illustrated through various case studies and examples, this book is something that you can never put down.

India Reloaded: Inside India’s Resurgent Consumer Market

Dheeraj Sinha’s book on Indian consumer market is something that every marketing professional should read. Some brands and businesses fail in the Indian market mainly because of their assumptions about the Indian consumers. This book tries to break all those myths and misconceptions. It gives a fresh, new, and a genuine perspective about the Indian consumer market.

Is Your Marketing in Sync or Sinking?

Have you wondered why some startups become hugely famous while some just fade away? This book published by Notion Press and written by Yaagneshwaran Ganesh gives you an in-depth knowledge of the various marketing principles. While most marketing books talk about the macro concepts, this book speaks of the micro concepts of marketing as well; this is quite crucial for new-age marketers.

Linkedin Marketing: An Hour A Day

Social media marketing is the need of the moment. While there are a lot of books, guides, and online materials about Facebook and Twitter marketing, Linkedin is one of the important yet underrated forms of social media marketing. This book written by Viveka von Rosen is a step-to-step guide for succeeding in digital marketing, especially in Linkedin marketing. By reading this book, you will know about how to use this powerful social media platform (Linkedin) to make sure that your business gets noticed by the right set of audience.

The Sweet Spot: How to Maximise Marketing for Business Growth

As we all know the sweet spot is the optimum combination of factors or qualities to achieve success. True to the name, this book brings to your notice the sweet spots that you can explore and utilise in the field of marketing. In other words, just like how sportspeople make hardest shots or tasks look easy because of the sweet spot, this book also allows you to make your business grow in an innovative, seemingly easy way.

Brand Shastra: Use the Power of Marketing to Transform Your Life

Mainak Dhar has written a dozen of books in multiple genres. Considered to be one of the best-selling authors in India, Mainak Dhar primarily writes on science, marketing, and management. Brand Shastra is one of his latest books and is also listed under the Amazon’s list of Memorable Books of 2016 So Far. This book discusses the various aspects of marketing, ranging from primary promotions to B2B marketing. More than talking about the theories of marketing, this book explains the science and logic behind the various marketing tactics.

Don’t forget to check out our video on 7 Best Marketing Books Every Indian Marketer Needs to Read for a few notable additons to the list.

We hope, by now, you have a handful of books to be added to your to-be-read list. What are the other books published by Indian authors, that you would suggest for marketers to read? Let us know in the comments.

Top 10 Financial Startups in the World

Unlike corporate companies, start-ups are not about the limelight. They are about distortion, adjustments, hard work, dedication, integrity, taking responsibility, and struggle, especially financial startups. While founding a financial or Fintech startup seems to be a cool career plan, not every startup reaches the top of the ladder and has attributes that can help it become well-established. Some of the 10 well-known financial start-ups that caught the world’s eye are as follows:

1. Adyen

Headquarters: Amsterdam, Netherlands

Founding year: 2006

Industry: Multichannel payment services

Known for providing advance payment services to more than 3500 plus merchant brands like Uber, Facebook, etc., the company has reported over 100% growth in its revenue and almost 40% growth in customer acquisition by the year 2014.

2. Avant Inc.

Headquarters: Chicago, USA

Founding year: 2012

Industry: Financial Technology and services

Previously known as AvantCredit, this Fintech startup was originally planned to serve as a mid-prime lender. Gradually, they began offering loans to many states in the US. In the past 4 years, the company saw a sizeable growth.

3. TransferWise

Headquarters: London, England

Founding year: 2011

Industry: Peer-to-peer money transfer services

This Estonian developed startup supports more than 300 currency routes globally. With more than £3 million transferred, for the customers, the company’s money transfer policy looks no different from the traditional money transfer service. However, the difference lies in the backend on how TransferWise routes the payment.

4. Nova Financial

Headquarters: London, England

Founding year: 2015

Industry: Property and finance advisory firm

The independent startup, Nova Financial Ltd. is a privately owned firm, which specializes in assisting clients to identify the most suitable property investments for their specific personal situation based up on their goals and preferences.

5. Dianrong

Headquarters: Shanghai, China

Founding year: 2012

Industry: Personal finance & software firm

What started as a brainchild of Mr. Soul Htite, this startup is now China’s leading internet financial services company. With 2500+ employees and 25+ offices across China, this firm offers innovative financial solutions.

6. KnCMiner

Headquarters: Stockholm, Sweden

Founding year: 2013

Industry: Bitcoin mining

This unique Fintech startup provides secure, effective, and green blockchain power to the world. In short, their aim is to design, build, equip, and run industrial computing centers on renewable hydropower.

7. Paytm

Headquarters: Noida, India

Founding year: 2010

Industry: E-commerce

What started as a mobile recharging and bill payment app is now a eCommerce startup. Now India’s largest mobile payment service platform, Paytm Wallet is used for various online payment services as well.

8. Number26

Headquarters: Berlin, Germany

Founding year: 2013

Industry: Modern banking services

Styles as a bank of the future, Number 26 provides free and flexible services that differs from the conventional, rigid bank structure. Launched in Germany and Austria, the firm has almost 10,000+ customers.

9. Freecharge

Headquarters: Mumbai, India

Founding year: 2010

Industry: Bill payment and recharge

Started as recharge and bill-payment app, Freecharge was named as one of the most promising technology startups from India by Pluggd.in, in the year 2011. By 2015, Freecharge was however acquired by Indian e-Commerce platform Snapdeal for a whopping INR 28 billion.

10. Prodigy

Headquarters: London, UK

Founding year: 2007

Industry: International student loans provider

This startup helps international students, who want to attend participating business schools or other postgraduate schools, by providing them student loans. In the current year, Prodigy Finance was included in the European FinTech 50.

Speaking on financial start-ups, follow our YouTube channel Paisa Pujari for unmatched financial tips that help you keep your expenses in control. Here’s a video on the smart use of credit cards to get you going:

 

Mobile First Strategy to leverage micro moments of consumers

Micro Moments has become a buzzword in the digital marketing environment in recent times. Especially, after Google’s content marketing team, Think with Google, came up with this phrase, more and more digital marketers are trying to utilize the micro moments to benefit their brands.

To start with, more and more consumers are using smart phones for most of their browsing. According to two different Google consumer surveys, almost 68% of smart phone users say that they check their smart phone within 15 minutes of waking up every morning; also, 30% of these users admit that they actually get anxious, when they don’t have their smart phones with them. In most countries, searches happen more via mobiles than desktop computers. This means that digital marketers, who intend to make an impression with their clients, should adapt mobile first strategy religiously.

According to the often quoted KPCB Internet Trends Report, it is said that most people check their phones about 150 times a day and they spend 177 minutes on an average with their phones per day. This means that, on an average, a mobile session lasts for just 70 seconds. Apart from texting their partners, sharing their selfies or travel pictures, commenting on their friends’ photos, there is a specific point of time where people look at their smart phones to get influenced by brands. These small moments where the consumers look for information on their phones are the micro moments that every digital marketer should utilize.

Four types of micro moments

According to Think with Google, these micro moments can be classified into four, namely:

  1. I-want-to-know moments: More and more users are looking up for information online. On the go, many users search for different information ranging from routes to their destination to deals in ecommerce sites. The amount of such consumers have increased significantly in the past few years.
  2. I-want-to-go-moments: More than ¾ of users use their smart phone users use search engine via their phone to look for any local store or company. Even to look up for something as trivial as an electrician or florist, people use their smart phones. According to Google Trends report, in the year 2014-2015, there is 2x increase in “near me” based search interest.
  3. I-want-to-do moments: While doing a task, most users use their smart phones to look see instructions. Be it any DIY craft or a simple day-to-day recipe, people use their smart phones to check how to do what they want to do.
  4. I-want-to-buy moments: This is the most explicit micro moment. Before purchasing a product online or offline, more than 80% people actually look up their phones for consultation before buying. Also, mobile conversion rates for ecommerce sites have significantly increased in the recent times.

These are the four micro moments that are crucial for any business. With consumers’ online attention span being very low, i.e. as low as few seconds, to leverage these micro moments of consumers, brands must adapt mobile first strategy.

Four ways to leverage consumers’ micro moments:

To grasp your consumers’ micro moments, a brand must refine all its contents to be mobile responsive and follow these four approaches.

1. Being there for the users always

One of the interesting facts about most consumers is that they might not be rigid on what brand they want. If they are looking at their phone for information or merely browsing, they might be more interested to buy your products if the information you provide interest them. Especially, while looking for information, users pick the business that are there in their search results and that have the most attention-seeking content.

By being there always in their smart phone, via both paid and organic methods, you stand a more chance than your competitors to convert them into your customers. One may think that by merely being there in the social media, how can a brand make the smart phone users become its consumers. The true fact is that by being there when users need some information, your brand is helping customers in their decision journey.

Also, at this point, mobile first strategy plays a major role. Since most of the searches happen via mobile phones, your website, landing pages, ads, posts, and any content should be mobile responsive. Also, it must be interesting and crisp to be read within those micro moments.

2. Providing users the information they need

While you can make an amazing first impression with the first approach, to make the users your clients/customers, you need to do something more; in fact, you must do something more powerful. Bounce rate of many sites and uninstalling of many apps are on a rise; the main reason for this is that most of these brands fail to be useful to their customers in the four micro moments explained above.

If your consumer is on a search engine searching to buy a product related to your brand, he or she is more likely to pick your brand over a hundred others when your content is useful than the others. We have a detailed strategy on how to create 10X better content than your competitors. With mobile first strategy, you are in a good spot because it allows you create and showcase more pertinent content in these micro moments. This is why in our view a blog is important for every business. Using information like their past search history, location, time of search, and keywords, one can efficiently decide what to showcase to which user.

For example, if you are a brand that has multiple products, based on the target group, their preferences, you can use retargeting to showcase products/creatives that are useful to them. Rest assured, you would have definitely leveraged their micro moment.

3. Catching up with users’ speed

If your mobile site or app takes a long time to load, the users are more likely to leave your site/app for other that of other brands. All your efforts of providing useful content and being there goes waste, if the speed at which your information loads is slow. To optimize your mobile site and app speed to suit the speed of your customers, you must follow these steps:

  1. Keep it simple: Having too many forms, additional or redundant steps, etc. makes your customer bored. Have a one step sign up form, i.e. via Facebook or Google. Also, enable click-to-call options, instead of displaying phone numbers. Similarly, all addresses must be linked to GPS to open via maps directly. This way, the users will be able to do what they want to do without any hindrances.
  2. Foresee users’ expectations: From predictions to drop down menus, from enabling auto-fill option to getting past browsing history, try everything that will speed up the process. You can also display products/services on the app based on their past search history.
  3. Combine the best UI with simple design: As much as an attention-seeking UI is important, it will be of no use, if it takes too long to load. Therefore, the app/mobile site must not only be designed to be user-friendly but must also be designed in a way that it loads quickly.

Almost 40% of users wait not more than 3 seconds for a site to load before leaving the site, if you do not optimize your site better, all your other efforts becomes futile.

4. Measuring your strategy

You have done your best by being there, being useful, and being quick. With mobile first approach, these efforts will definitely reap results. The results can either be customers or leads to prospective customers. However, on the longer run, measuring and reviewing your micro moments strategy is what helps you to refine and evolve with the evolving trends.

Top Learnings from the comScore Advertising Benchmarks Report – 2016

ComScore recently published a report that highlights the advertising benchmarks for the year 2016. As a leading global cross-platform measurement company that accurately assesses audiences, brands, and consumers, comScore has analyzed and published a report on how ad blocking, invalid traffic, and viewability of ads are impacting delivery of advertisements across the globe. The report also lists what the concerned industries can do to tackle these challenges. The following is a brief summary on the key learning from the report.

The digital marketing industry, particularly the digital advertising industry, has experienced constant and powerful growth that has not show any signs of decline, so far. However, in order to continue its global rise, the industry needs to guarantee clean ad delivery, i.e. ads should be viewable to the consumers, and it should be free from fraud. Nevertheless, an ad that is not seen by consumers cannot have any impact.

Based on research and data mining, the comScore report enlightens us with some key learning across the following three extensive categories.

1. The growing global phenomenon of ad blocking

Issue:

Young users aged 18-24 are more likely to block desktop ads than any other average user. In fact, young males are 100% more likely and young females are 42% more likely to block ads in comparison with other users from the US. Moreover, users from higher income segments block ads more than average users.

How to resolve this:

The sole way to resolve this issue is to refocus on user experience. These statistics are a wake-up call for all the digital advertisers to improve their ad quality in terms of content as well as user experience. Seeking less invasive options, with or without advertising, can also be a good alternative.

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2. The rise in sophisticated ad fraud

Issue:

In December 2015, almost 80% of the global invalid traffic (IVT) was sophisticated. Additionally, ads that have less transparency like video ads on programmatic exchanges are almost 4.5 times more prone to IVT than its direct counterparts. In general, with wider CPMs, videos give a higher chance for IVT than display ads.

How to resolve this:

Sophisticated IVT requires advanced analytics to detect. Therefore, it is very crucial to protect websites and all ad campaigns using latest methods like comScore Triple Detection Technology, which goes beyond the standard filtration. This sophisticated IVT detection tool uses three key data assets, viz. ad tags, census page tags and a panel of humans. Detection methods like these not only measures invalid traffic, but also provides more protection. If sophisticated IVT detection methods are not in place, the whole advertising processes might go into waste.

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3. 50% of the ads worldwide are still not seen

Issue:

According to this comScore global report, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. According to research, direct buys see higher viewability than their programmatic counterparts.

How to resolve this:

For better viewability and impact, one needs to improve delivery. Invalid traffic together with low viewability can create mayhem in any campaign. Therefore, when the performance of a campaign is evaluated only by using ads that have an opportunity to make an impression, advertising can be made two times more efficient. This will help publishers prove the worth of their advertising and marketers measure the true return on investment (ROI).

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To summarize, ad blocking, invalid traffic (IVT), and low viewability are the three key challenges in digital advertising. However, by taking the above mentioned steps, clean campaign impressions and potent results can be guaranteed.

[wpsp]