Startup’s technology could be a good way to engage mobile consumers
Advertisers have spent an estimated $69 billion on mobile ads this year, but they are finding it difficult to encourage consumers to use their mobile devices to purchase products online. Quixey, a startup focused on improving mobile marketing, believes that it can solve this issue by reaching into applications. The startup has taken a new approach to mobile marketing, providing a real-time experience that could prove more capable of connecting consumers with products that they may be interested in.
Dynamic ads may encourage consumers to participate in mobile commerce
Quixey refers to its ads as “deep link cards,” which are a type of targeted marketing that show information that is updated in real-time. These ads show up in mobile applications and when users are engaged in these apps, they see an ad concerning the content they are viewing. For instance, if they are reading an article concerning their favorite sports team or an upcoming movie, they will receive an advertisement regarding ticket prices and times. Clicking the ad would launch a mobile commerce experience.
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Mobile marketing continues to grow, but consumers are proving difficult to engage
Mobile marketing has proven to be a complicated issue for advertisers. While mobile consumers are constantly bombarded with ads, they rarely engage with these ads because they are either intrusive or they refer to products and services that are uninteresting. Providing consumers with more dynamic ads, especially those that cater to their interests, may be the best way for advertisers to engage mobile consumers, who have become somewhat notorious in the mobile marketing space for being fickle.
Quixey ads may face some challenges when it comes to engaging mobile consumers
Quixey may be able to drive a higher degree of mobile commerce activity with its advertising technology. Forrester Research analyst Sucharita Mulpuru-Kodali, however, suggests that the company’s ads may not be more relevant to consumers than conventional ads. One of the issues may lie in the fact that consumers are not always looking to shop or make a reservation when they are viewing content.