Facebook, it seems, is killing it in mobile marketing. That’s what Kathy Pattison, Vice President of Marketing at Fiksu, thinks. And she’s right. So what’s Facebook’s ingenious marketing formula? Video content, particularly that which is catered to the dimensions of a mobile device, is certainly one ingredient of this growing success story – last year’s ALS Ice Bucket Challenge saw video postings per person grow to 94% in the US and 75% globally. But the key ingredient, it seems, is Facebook’s local awareness ad service.
Geo-location targeting is the epicentre of Facebook’s local awareness ad service, and has helped the company see a 69% mobile ad revenue surge in their last quarter. Operating Chief Sheryl Sandberg stated what we’ve already known – that a more relevant ad is a better ad experience for consumers, but also drives a much higher return for marketers. And although a fairly logical mantra, it seems to be one that marketers and advertisers are still slow to clock on to. The traditional cookie has a low success rate on mobile, so mobile marketers have to look at other ways of gathering relevant user data. Geo-location – or in other words keeping it local – allows marketers to do just that.
But that’s not to say that what Facebook is doing is revolutionary in concept, although it may well be in the world of digital marketing. Conceptually, radio is a prime example of geo-location targeting. Long before the advent of downloadable radio apps or the surge of a DAB switchover, local radio stations reached out to and connected with local listeners; ‘local’ is, after all, in their name. National radio stations are recognising the benefits of keeping it local, with some such as Heart Radio, creating local sub-radio stations such as Heart London and Heart Kent. For those national stations that aren’t able to invest in local sub-branches, going mobile is the best option to reach and target local audiences.
Mobile Radio – Marketing Potential
Radio’s ‘keep it local’ secret is out of the bag it seems, and with such a big and influential contender as Facebook encroaching on radio’s tried-and-tested formula, it will have to step up to the plate. Moreover, Facebook has the upper hand of being able to tell the age range, gender, and interests of its targeted audience; factors that contribute to a higher, and better, standard of personalised ad targeting. On top of all that, Facebook offers interaction; you can ‘Like’ the advert, ‘Share’ it, tap on it to be re-directed to the brand’s website for more information. Radio, on the other hand, is lagging far behind. Its upside of geo-location, of an intimacy with its audience, has been copied and pasted by a social-media giant. Before radio can reach competitor level, it needs to catch up first.
One, and we dare to say ‘the best’, way to do this is for radio to tap into its increasing online and mobile listeners. They will be willing to share their personal profile with their favourite stations, which can be used to deliver targeted ads (or other content), thereby combining radio’s intimacy with its listeners with a personal knowledge of its audience. Exaget’s innovative ActiveRadio technology is just that, a seamless partnership between advertiser, broadcaster, and consumer. We help advertisers realise the importance of a targeted audience, and bring to radio stations a physical interactivity with their listeners; while the listener gets the best of both worlds, enjoying great radio with great ads. So why not see what our technology can do for you?
If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton – firstname.lastname@example.org or +447533517396