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mobile advertising

Digital advertising

How to deliver brand promotion in Digital advertising using Gamification

538 310 Mayur Sonawane

In recent years the world has adapted to the change in the Advertising industry as its shifting towards the digital era.
Digital advertising plays a vital role in the expansion of a Brand or business. The whole deal is to market your brand correctly while utilising the swiftly developing digital platform.
Knowing the process is the trick of the test, out of the different options, one can either choose to make the ads very interactive or in the form of standard banners.
The mode of execution of the advertising strategy is an important factor for digital advertising.

Communication of a brand through a mobile is seemingly more effective as most generations now prefer to scroll over different topics of their interest, and it’s the handiest way to target a particular advertisement according to the users’ availability and convenience. In this way, the brand gets its awareness and the user is not forced to view an ad.
Most brands consider mobile as their main source of data/information gathering & sharing through various websites & apps.

We at Inuxu like to experiment with different strategies & techniques using our own resources and creating advertisements that create a major impact on a brand.
Keeping in mind the user has the thumb power to reject an unwanted ad, we spice up our creative advertisements to grip the user’s attention and create lasting engagement that satisfies the ‘brand awareness needs’.
In this blog, I am going to give you important insights on how to improve user interaction for a booming brand.

Nokia – http://demo.adgebra.in/adg_spark/nokia_snake_game.html

Gamification is the coolest way to attract audience towards a brand.
Building a game around a product/ brand is not as easy as you may think, you cannot lose your brand image to a mediocre game.
Every game is based on an Idea revolving around the USP (the unique selling point of the product/brand), it has to be entertaining as well as engaging. All you need to do is follow a simple rule “Keep it simple silly”. (KISS)
So let the fun begin!
Let’s create a mobile game!
Games are played for pure entertainment & enjoyment and thus there is no space for boredom.
– Make points on how you want to promote the brand/product, the targeted audience, what kind of offers/prize/price you want to highlight etc

Bingo – http://demo.adgebra.in/adg_spark/bingo_mad_angles_game.html

– Start working on a storyboard
The storyboard is the most important stage for crafting a design. Here you create a flow of direction for a brand/product, this clears the picture of a concept from the beginning to how it ends.
Make sure you frame the concept clearly, adding each of your key positions that you need in order to complete your game. Scribble on paper, Why paper? The more you visualise the more you will see what’s lacking and what’s not.
-Now that the storyboard is ready, start with designing.
Imagine an amazing painting hanging on a dull, dirty wall…. It will indeed ruin the essence of all the painting. In the same manner, a good bunch of characters can be ruined by a messy background. Your background has to be clear and appealing so that it can contrast the character or products. A good background is a key to emphasize your game or an ad. It will highlight your product or character with incredible entice.

Lays – http://demo.adgebra.in/adg_spark/lays_maxx.html

-Once the background is set, move to the character or products.
This is the core of the game. If you are using a character or a mascot, then the primary goal is to highlight the character to the audience.The character should be Mesmerizing as it will be the main source of interaction with the audience. For example, A talkative character will be fun & interactive with the audience thereby leading to the goal, that is advertising your brand or product. Make sure the character or product is sharp and not blunt, or the meaning can be lost.

-Moving to Typography.
‘A Pilot always drives his passengers to their desired destination with an accurate path’. In the same way, good typography can show a reader the path to read in the right direction.
Use a font that fits in your design and easily noticeable & readable as nobody likes to stress their eyes out figuring out the lettered mess. There is an ocean of the fonts available to enhance our design.

Munch – http://demo.adgebra.in/adg_spark/munch_nuts_puzzle.html

-At last the finishing of our game or design- ‘The reward’
Make sure the audience is getting awarded for their patience & subtly reward them with an offer/price/gift of the product intend to advertise.

Buggerking- http://demo.adgebra.in/adg_spark/burgerking_spin.html

Added throughout this blog are a few examples of the gamification mode, we created for different brand’s, Enjoy!
Don’t hesitate to broaden your creativity, as “Creativity takes courage”…

Why cross device targeting is the new black

Why cross device targeting is the new black

599 400 Apurv Lungade

Scenario – (as if it is a magic!)

User was searching for a t-shirt on a shopping site on his desktop but didn’t buy it. Now he searches for more t-shirts on his mobile and gets to see the same t-shirt which he had searched on the desktop previously. An instant question that comes to your mind is – how does mobile get to know that the user on desktop and mobile is the same? Is it cookie or device identifier? But the cookie is present on the desktop. Is it something different which links these two devices with a single identifier? Was he logged in chrome/shopping site on both desktop and mobile? Yes, maybe! We don’t know…let’s explore!

What was the scenario about?

We all can see the shift in content consumption. More and more people are consuming content on the go i.e. on their mobiles or tablets. The above scenario considers the case of a typical cross-device targeting which many brands/advertisers are adopting in order to engage with their users/consumers hopping on multiple devices. Peechha naa chhodenge! (Wherever you go, our ads will follow you). The basic understanding about cross device targeting is “Identify a user or its behavior on more than one device and show him relevant ads accordingly”. It can be any two devices (see the image % share by eMarketer)

Why cross device targeting is the new black

A recent TNS study in Australia showed that for those owning at least three Internet devices, share of time was split as follows: PC/laptop (52 percent), smartphone (29 percent), and tablet (19 percent) (Source: TNS Mobile Life 2013).

There are two approaches to cross-device targeting.

Deterministic – This approach is executed using PII (Personal Identified information) of the user. This process is more accurate since the user is either logged in or he has shared his information with the publishers. The user data/behavior is tracked (stored) against this PII (email id, mobile no., physical address) instead of storing it in a cookie. The reason being cookies and virtual IDs do differ device to device but PII remains same. Now once a new user logs in, it checks if the PII is available – if it is, then stores the behavior info as well as based on previous data it shows ad; else creates a new entry in the database and starts studying the user’s behavior (fingerprinting). The above example is based on the deterministic approach.

Benefits: Since user’s behavioral pattern is studied across devices in this model the ads served are more accurate and precise. Digital advertisers prefer this approach as here the user is already identified and segmented for personalized targeting.

Challenges: In the deterministic model it is difficult to scale. We can say “Scale is inversely proportional to accuracy”. Privacy of the user is the biggest concern in this model. Another challenge is browser incapability when serving ads on different devices with different default browsers.

Probabilistic – This approach involves using data points and attributes from different devices, operating systems, location data associated with bid requests, time of day and a host of other such details to predict statistical, aka likely, matches between devices. These probabilities take time to result in accurate predictions. The accuracy level in this model is 60 to 90%. Example 1- if a phone, a tablet, and a laptop connect to the same networks or Wi-Fi hotspots in the same places every weekday, it’s safe to summarize that all three devices belong to a specific user.

Example 2- SilverPush did it for one of their clients. When a user is watching the brand’s ad, an ultrasonic sound (Beacons) is emitted from TV which triggers the user’s mobile to show the offer on it.

Benefits: In this model user privacy is not at risk at all. Users can be paired across devices, operating systems, browsers which increase the scalability. Advertisers get to reach to their fragmented audiences in a better way.

Challenges: This model is based on probability, and continuously recursive algorithms. Precise predictions take time to deliver desired results.

Conclusion: The future lies in cross-device/screen targeting. Today’s marketers and advertisers should be ready for the big change. Both the approaches require efforts to overcome huge technical feats. They require huge infra, database (Big data), strong analytics tool (multidimensional reporting through slicing and dicing) and self-learning complex algorithms. Cross-device targeting plays a vital role in campaign performance which should be kept in mind before setting up a campaign.