2013 is mobile’s year (finally). As a marketer, it’s critical to understand your audience’s mobile usage to ensure they can find you when, where and how they’re looking for your business on the device of their choice.
Not all mobile entryways are created equal.
1 out of every 3 visitors to the average retail website is mobile only according to comScore. This means that you must provide an optimal mobile experience or you’ve lost a third of your potential audience. To that end, you need to know what device your prospects are using.
78% of smartphone users access a retail site via a mobile app. This makes sense since smartphone users are on-the-go seeking targeted information using less data that a mobile app provides.
56% of tablet users access a retail site via a mobile browser. Known as couch commerce, tablet users are in a shopping mode where they’re researching different options.
ComScore data also shows that 63% of mobile commerce (aka m-commerce) happens on a smartphone, underscoring the need to provide a mobile app as well as a mobile website. (As a point of reference, here’s additional mobile data.) But you need more.
SAN FRANCISCO: Facebook’s development as a mobile business has taken another step with the launch of a new advertising network that can serve ads to third-party apps.
The Audience Network product was unveiled at a developers’ conference in San Francisco and effectively offers all the features of existing Facebook ads to other apps, including the targeting and measurement facilities. As well as banner and interstitial ads, it delivers a native format.
“The mobile ecosystem needs a way to deliver these kind of native, personalised ads to people, and I’m glad that we can deliver more than one million active advertisers to your apps,” Facebook’s chief executive Mark Zuckerberg told developers.
“This is the first time we’re going to help you to monetise in a serious way on mobile,” he added, in remarks reported by the BBC.
TechCrunch said that the new product would sit well with Twitter’s MoPub mobile ad exchange. It explained that MoPub was not a network but rather a tool to help publishers manage multiple ad networks which now included Facebook’s Audience Network.
Facebook announced a shedload of new features today at F8, a conference for its developers. The new features include a “Like” button for mobile apps, the ability for apps to “deep-link” to things inside other apps—cross-functionality that today usually requires people to exit one app and navigate through another—and the ability to log in to third-party apps “anonymously,” which in reality is the ability only to decide what specific information you share with other apps (thanks a lot, Facebook). As expected, the company also announced a mobile ad network.