Summer Vibes: Keeping Mobile Advertising Campaigns Fresh and Relevant

Summer is in full swing, and that means people are spending more time outdoors, and exploring new areas. This is a great opportunity for brands and advertisers to refresh their approaches to match the season, and to better reach target audiences with relevant mobile advertising campaigns.

There are a number of strategies to consider to keep campaigns relevant during the summertime. Here are a few of the top strategies to consider:

• Use seasonal imagery and messaging: Summer is a time for fun and relaxation, so take advantage of this! Use bright, cheerful colors and imagery that evokes a sense of summer fun and adventure. Your messaging should be upbeat and positive, and point to relevant offerings that align with your desired audience's activities of interest. For example, a CPG brand could develop a campaign that showcases how their products make for great hiking or park picnic treats!
• Use location-based targeting: Location-based targeting is a great way to reach people who are actually in the market for your products or services. Platforms like ours ensure you have accurate measurement and filtering of invalid / fraudulent location signals. In fact, our patented MFI Location Verification product lets you appropriately identify and target audiences when it makes the most sense to - helping drive conversions. Adding to the CGP example above, the brand could target consumers that are near parks, or beaches, serving content around activity-relevant products.
• Use Rich Media content in ad units: Rich Media content in ads is a great way to engage users and capture their attention. Rich Media ads drive higher user engagement, thanks to their interactive elements, and leave a lasting impression, making your brand more memorable. This enhanced user experience often translates to better conversion rates, maximizing your advertising ROI. These ads also provide detailed analytics, enabling advertisers to track a range of interactions beyond mere clicks. With the creative flexibility it offers, brands can craft innovative and personalized ad designs that resonate more effectively with their audience.
• Incorporate CTV: While it's very impactful to engage consumers while they're out and about, it's also great to incorporate house-hold level strategies. Notably, connected TV (CTV) advertising makes it possible to reach consumers on devices like smart TVs, streaming boxes, and gaming consoles. CTV is a growing platform, and it's a great way to reach people who are watching TV. Just like with mobile advertising, you can use CTV to target your ads to specific demographics. This will help you reach the right people with your message.
• Track your results: It's important to track the results of your advertising campaigns so you can see what's working and what's not. With data-driven A/B testing, businesses can compare different versions of an ad and measure which performs better via click-through rates (CTR), conversion rates, and overall return on investment (ROI). These insights enable marketers to better personalize their messages to specific segments, enhancing the impact of their campaigns. This will ultimately provide a north star, helping to optimize your campaigns and get the most out of your investments.

By following these strategies, marketers and advertisers can keep their advertising campaigns fresh and relevant during the summer months. This will help them reach target audiences and achieve their evolving marketing goals.