Tag

mobile advertising Archives | MSSmedia

The 5 Biggest Mistakes that Campus Advertisers Make

By | Campus Advertising, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
College Marketing and Advertising
Each fall, millions of students attending U.S. colleges and universities carry more than $400 billion in spending power. As students flock to campuses nationwide, there are endless opportunities for advertisers to get in front of millennial buyers.  At MSSmedia, we’ve worked with both advertisers and universities to run successful back-to-college campaigns for 15 years. We are college marketing experts that know the place, the products, and how to successfully deliver marketing strategies. In our 15 years of experience, we’ve seen clients and other agencies make critical errors in their campus advertising campaigns. To learn from their mistakes and execute the best campaign possible, we’ve put together a list of the 5 biggest mistakes that people make. Read on to avoid wasting your budget and resources in the college advertising world!

Not Knowing your Competition

One of the most efficient ways to understand your target market, is to study the competition. Analyze your competitors’ weaknesses and strengths. What do they offer that you don’t? Who are they are selling to? Understand what they are doing right, and what they may be doing wrong. Once you have outlined a plan, start looking at their social media presence! Look at things like their engagement rate on Facebook and Instagram. Search for their home page on LinkedIn and see if you can do better! Conducting an in-depth analysis of your competition will help you organize all your ideas and projects on how to market to millennials. Working with a company like MSSmedia who can help you conduct a competitive audit can put you ahead of the game. Our campus experts can help you redefine your advertising strategy and maximize your advertising budget.

Not Defining your Target Audience

After you have analyzed your competitors, identify a specific target audience that will best fit your product or service. Do you want to target local students, international students, or maybe student organizations? The options are countless; which is why you need to organize your stream of thoughts before going further in your marketing plan. Start by answering some of the following questions. How old is your target market? Where can you find the target audience you want to reach? What are some of the values the target cares for most? What are they most interested in? Campus OOH advertising can be integral to generating brand awareness among generation Z. In fact, research has shown that more than 70% of students pay attention to on campus billboards and posters.

After answering these questions, you can begin to create a sketch of the types of young people you are interested in reaching. With this strategy, you will be able to personalize your marketing message and identify specific characteristics that you may have not considered before. At MSSmedia, we know how to reach college students. For instance, one of our out-of-home campaigns with Panera was launched a few years ago at Ohio University and Virginia Tech. It featured various OOH installments in order to promote the new delivery to the two campuses. The campaign ended up being so successful in the number of impressions delivered (over 58 million) that Panera scheduled a similar campaign the year after. Read More

To Digital or Not to Digital: The Mobile Piece

By | Food for Thought, Mobile Advertising | No Comments
girl looking at digital advertising
Written by Barbara Gretsch & Hannah Wendell, April 26, 2019

Although some may question the importance of including digital advertising into their media mix, there should be no debate: Digital advertising is a necessity, and its importance will only continue to grow.

 

As research shows, US digital advertising spend in 2019 is said to topple $130 billion. Who will be the largest digital ad sellers for this? Well, Google and Facebook of course (Amazon climbing to a close third). By the way, $93.25 billion of this digital ad spend is earmarked for mobile advertising. That’s right, ads being shown on your mobile devices. Face it, society spends a lot of time on their phones. Therefore, why not spend media dollars on digital advertisements served to those devices? These digital advertising capabilities are giving marketers more power than ever to target with granular specificity while diminishing wasted ad spend. Ads are served to the intended audience, the intended demographic, and the intended location while in their audience member’s hands. Why wouldn’t you put money behind that?

 

Today, every generation is impacted by digital ads and the speed of technological change. In a time of “innovate or die”, all businesses need to evaluate current marketing strategies to ensure digital media is an active part of the mix.  Take advantage of what the digital marketing world has to offer. Explore all your options and market effectively.

How To Reach Gen Z During Spring Break

By | Generation Z, Mobile Advertising, Social Media Advertising | No Comments
Charlotte Zoda, March 25, 2019

Advertising to Generation Z During Spring BreakThough there is a debate on where Generation Z ends and the Millennial Generation begins, those at the end of the spectrum for Gen Z (born 1997-2012) are already starting to graduate college. Gen Z is on the way to becoming one of the largest generations (about 32% of the population) and with that comes spending power. Spring Break comes as a welcomed distraction for most students, but how do you capture the attention of these “digital natives” as they make plans with friends and travel across the world?

 

Promo Items and Merchandise

Passing out shirts or sunglasses to the Spring Break masses may feel archaic, but it’s a simple way to create brand awareness. Gen Z often prefer a cool product over a cool experience. Putting in extra thought and time in your promo item could really pay off in the long run.

 

Social Media

Snapchat, Instagram, and YouTube rank at the top for most popular social media platforms for this generation. They’re creating new industry standards, such as the 6-second pre-roll ads. They’re looking for influencer and peer recommendations on products, where to eat, and interesting places to visit. Companies should cross-promote branded content where these users spend the most time.

 

Mobile Advertising

The average smartphone usage with this generation is higher than on any other device, which is 15.4 hours per week. On average people spend about 89% of their time within apps, like streaming Spotify at the beach. Therefore, it’s key to leverage in-app advertising. It is also key to have a mobile-optimized and user-friendly website to further connect with this audience, to engage them where they are spending their time.

 

More research and studies will come out as this group continues to age, looking at how they impact purchasing power and develop brand loyalties. Current attitudes may shift, but one thing is certain: a well developed multi-channel marketing plan is a must. Spring Break may be only two weeks in the spring, but the opportunity to reach this young demographic is all year long.

March Madness: Game-Time for Mobile Advertising

By | Mobile Advertising | No Comments

Danielle Janke, March 9, 2018

March Madness: The three-week college basketball tournament that turns Corporate America into the most unproductive group that we will see all year long. It has shown to be the most popular sporting event after all professional post-season championships and has raked in billions of ad revenue in the last 10 years.

 

So for you mobile advertisers, this is the perfect time for you to leverage the passion of the fans while they work during the bulk of game play. Why? They turn to their smart phones to check scores and keep up on where they stand when it comes to their brackets (probably ones they created in-office).

 

Take advantage of those who participate by targeting young professionals in your DMA; nearly 40% of 35 – 49 year olds use their mobile device to engage with the tournament.  Gaming and sports are common app categories during the tournament, so serving your ad through a mobile in-app platform is your ticket to getting straight into their hands.

 

Of course we can’t forget the college demo – we already know that millennials are on their phones constantly, and 89% of their usage is in-app. Geofence the Universities in your area to keep your brand top of mind. Also think about fencing sports bars, grocery and liquor stores.

 

Cleverly tying in themed content wouldn’t hurt either. Look for points of connection between your brand and the action unfolding on and off the court. If you can reasonably tie something your company or brand does with some part of the tournament, you will become more relevant to your demo, and they’ll be more likely to engage with your ad.

 

So get to it, advertisers.  Mobile seems to be the obvious choice this March Madness Season.

May the best team (and brand) win!

Call Now ButtonCALL NOW