Lecture on Mobile Advertising and Internet Advertising

The advertisement in any format is an effective external stimulus that drives consumers to take the purchase decision (Hofacker, De Ruyter, Lurie, Manchanda & Donaldson, 2016). It means that organizations or advertisers should have an integrated media plan that has budgets for both offline and online marketing channels (Grewal, Bart, Spann & Zubcsek, 2016). The mobile marketing is a powerful platform of advertisement for advertisers and it is important that organizations should increase the spend on mobile advertisement.

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Portfolio – Week 6 Lecture
This week I learned about online advertising and Internet advertising. I also learned about
the difference between the mobile ads, display ads and other traditional form of ads. I have
learned that mobile platform is the best way to reach out to consumers. In this era of technology,
the time spend on mobile phone has increased exponentially (Andrews, Luo, Fang & Ghose,
2015). Therefore, it would make sense for brands and organizations to target people on their
mobile devices. This week, I also learned about the basic concepts of consumer behaviour and
purchasing, and how consumers behave online. It is interesting to analyse the key purchase
triggers for online audiences. In the online world, buyer decision is influenced by number of
internal and external factors. The advertisement in any format is an effective external stimulus
that drives consumers to take the purchase decision (Hofacker, De Ruyter, Lurie, Manchanda &
Donaldson, 2016).
The power of mobile advertisements is the ability to control Ad spillage. For example,
with TV advertisement, the same Ad is rendered to all the audiences. A female shampoo brand
would end up showing the advertisement to male, elder and kids as demographics cannot be
controlled over TV advertisement. On the other hand, advertisement on mobile platform,
provides ability to advertisers to render customize Ads based on the audience profile. The mobile
Ad networks like Facebook and Google have access to our demographics and our location
history. With our behaviour and interest, the Ad networks create our audience profiles. These
audience profiles are then sold to brands and advertisers. For example, the auto brand like BMW
would be interested to show Ads only to high income consumers who are decision makers and
automotive enthusiasts. This is possible with mobile Ad network as they have the audience
persona of automotive enthusiasts.

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With online marketing channels, search of information has become very easy for
consumers. Today, consumers do not have to visit various stores to get information about the
product and services. With Internet, consumers can easily get the information about the available
products and services in the market. I have learned that organizations should focus on multi-
channel marketing plan to reach out to consumers. It means that organizations or advertisers
should have an integrated media plan that has budgets for both offline and online marketing
channels (Grewal, Bart, Spann & Zubcsek, 2016). The mobile marketing is a powerful platform
of advertisement for advertisers and it is important that organizations should increase the spend
on mobile advertisement. The focus on mobile advertisement could also help the organizations to
generate leads in a cost-effective manner. The cost of lead generation is very high with
traditional form of advertisement. With mobile advertisement, advertisers can generate leads
with as less as $1 (Grewal, Bart, Spann & Zubcsek, 2016).
References
Andrews, M., Luo, X., Fang, Z., & Ghose, A. (2015). Mobile ad effectiveness: Hyper-contextual
targeting with crowdedness. Marketing Science, 35(2), 218-233.
Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: a framework and
research agenda. Journal of Interactive Marketing, 34, 3-14.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016).
Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34,
25-36.

PORTFOLIOS
Portfolio: Week 7 Lecture
In this lecture I learned about the social media marketing and various forms of social
network marketing like Facebook marketing. This lecture provided a detailed information about
Facebook marketing and the way advertisement campaigns are set up on Facebook. It would be
correct to say that Facebook has emerged as one of the most powerful and efficient way to reach
out to consumers (Rosenkrans & Myers, 2018). Any advertisement campaign on Facebook can
be measured by number of metrics. A basic KPI (Key Performance Indicator) to measure the
success of Facebook Ad campaign would be number of impressions rendered; it means the
number of times Ad is shown to people. Goh, Chu & Wu (2015) argued that ‘Ad impression’ is
not a good mechanism to measure the success of Ad campaign as there is always a possibility
that only a handful of people see any Ad multiple times. One of the solutions to overcome this
issue is frequency capping. With frequency capping, organizations can limit the number of times
the Ad is shown to one user. Another widely used KPI to measure the success of Ad campaign is
the number of Unique Users reached. For any Ad campaign, the number of users reached is
always less than the number of impressions. Facebook provides a Facebook analytical tool that
can be used to get all the information about number of impression rendered, unique users reached
etc. It was also interesting to learn about the basic use of mobile phone for consumers (Dehghani
& Tumer, 2015). In the current time, mobile devices are used more for communicating and
entertainment over shopping and buying. Therefore, it is important for advertisers to realize the
value that advertisement on mobile phone has.
The KPI of any advertisement can also differ on the basis of creative. For example,
impressions are widely used KPI for banner Ad. However, to measure the success of any video
campaign, organizations should use ‘video view or ‘completed view’ KPI. I also learned about

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Twitter marketing and various other form of online and social marketing. It is also important to
analyse the negative side or the disadvantages of social media marketing and mobile marketing.
The lack of control is a clear disadvantage of social media marketing as advertisers do not have
any control over the Ads that are being served through Ad network. Another disadvantage is the
lack of tracking mechanism (Wong, Tan, Tan & Ooi, 2015). It is always difficult to identify the
number of Ads actually rendered and hence billing could be a challenge. Moreover, the industry
does not have a reliable third-party tracker that could be used across all the Ad networks. Google
has a tracker, Double Verify, that is being used widely across the industry (Wong, Tan, Tan &
Ooi, 2015). However, the challenge with Double Verify is that it is a Google company. Likewise,
MOAT is another third-party tracker. However, recently Oracle has bought MOAT.
References
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on
enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.
Goh, K. Y., Chu, J., & Wu, J. (2015). Mobile advertising: an empirical study of temporal and
spatial differences in search behavior and advertising response. Journal of Interactive
Marketing, 30, 34-45.
Rosenkrans, G., & Myers, K. (2018). Optimizing Location-Based Mobile Advertising Using
Predictive Analytics. Journal of Interactive Advertising, 1-12.
Wong, C. H., Tan, G. W. H., Tan, B. I., & Ooi, K. B. (2015). Mobile advertising: the changing
landscape of the advertising industry. Telematics and Informatics, 32(4), 720-734.