The following is an exclusive guest contributed post shared with MAW from Djamel Agaoua, SVP, Cheetah Mobile/Cheetah Ad Platform.
Mobile has forever changed our lives. The sources of information available at our fingertips are now fragmented, our actions instantaneous, and our tastes often unpredictable. The devices in our hands have the potential to make every moment an opportunity to inquire, decide, act and spend.
While consumers are using mobile to make their lives more convenient and maximize each moment, many marketers are lagging behind in influencing how they think and act. When the consumer wants something, they want it now. But it’s a challenge to position messages at that moment of decision making for optimal impact and meaningful engagement.
For enterprise-class marketers, the solution is what Think with Google coined, micro-moment marketing—evidence-based, well-timed precision advertising. But how can this be done?
Mobile tools help maximize the moment
Let’s look at the lightning speed tools that are used for moment-based living—apps of course.
The way an app is used on a device can tell us a lot about the user. We never know exactly when a user is going to complete a specific action, or what kind of vertical he or she is looking for. However, there’s an increasing body of metrics to draw on to formulate a theory about the potential moment of intent. Predicting behavior using app analytics has become an art as well as a science.
Here comes tiny data — the information that comes from user behavior, giving us a more complete picture, anonymously of course, allowing us to position the right offer, at the right time.
For example, CleanMaster, an app that improves your device’s performance by cleaning junk files and optimizing device memory, knows what apps a user doesn’t enjoy anymore and would like to uninstall. If the user is bored with that app, but still looking for a new app in the same category? It may be the perfect time to suggest another.
Games are a great example. The typical usage curve of a game app after download shows us that users will play frequently at first, then stop when they are stuck or bored. At this specific moment it might make sense to propose another game — something similar and new — a targeted, rather than random, suggestion.
Would you like to continue watching?
A person’s past behavior is a powerful predictor. Moment-based marketing can lead to immersive user engagement. For example, when Netflix suggests the next movie or show to watch based on what you just finished binge-watching moments ago, it can lead to hours in front of the tube.
Tiny data can come from many places. We try and track as much information as possible, anonymously of course. Based on this information, relevant ads can be delivered when it makes most sense. As we have various apps and various ways to interact with the user, we have a user profile at the device level. For example if you have the app Battery Doctor, which helps to extend your battery life, we know when you are charging the phone and can display a relevant ad. If you are launching an app and use AppLock, which lets you password protect specific apps, we can display an ad. We are able to go beyond displaying ads solely on our apps, giving us the wherewithal to show the best ad at the best moment.
Of course, the message should make sense for the user and be unobtrusive. If the information anticipates the user’s desires, then it’s simply complementing their journey through the day. Show an ad when a certain behaviour has been identified and we anticipate the user’s need.
The beauty of having more than one app to draw tiny data at the device level is obvious. Data from more than one app on a phone can provide a more complete picture of what type of message to push and when to deliver it than simply relying on information based on one app.
For example, with each user listening session, Spotify has a certain window of time with the user to try and monetize as much as possible—they will run ads, make recommendations, upsell and cross sell. However, if the user is accessing a host of apps and features, you can be more selective about when to push messages and show ads only when they make sense and do not disrupt the user’s experience.
Everywhere, all the time
As a user multitasks across a variety of tools on their phone, we are able to get a more complete picture of the consumer’s desires. While waiting for a bus the user may access a utility app, a game or social media — jumping from one to the other seamlessly — and may be open to a well-timed, clever message and call to action.
Knowing our user on this behavioral level means we can select what inventory we choose, showing ads only when we believe it makes sense. Here in lies the potential to capitalize on the millions of micro-moments in a person’s day—from big decisions to the smallest impulses.