Rich media, relevancy, ROI are key for successful mobile apps

MUMBAI: There are thousands of apps that are available in the mobile space. More come out each week. For them to be successful they need the three Rs - rich media, relevancy and ROI.

This point was made by appsnack director of mobile technology Jordi Duran i Batidor at the Internet And Mobile Association of India (IAMAI)‘s Mobile Marketing Conference on Thursday. His company helps brands achieve their objectives of using mobile as a platform. The company helps clients build engaging, app-like creative experiences. The company also gives publishers and app developers the ability to better monetise one of their sources of ad inventory - display ads in mobile apps.

The company delivers intelligence and has built a global database. He noted that today‘s generation are media consumers and multi taskers. This means that while they watch the TV they also use their mobile phone during ad breaks to find out more information on the show that they are watching.

So the efficacy of a TVC will drop. Nine out of 10 smartphone users abroad do this. "Advertisers need to follow changes in consumer behaviour. For instance, if someone works in finance then it is better for a company like Lexus to target him on the mobile when he is at home. It is important to remember that people use devices at different times. So in the morning one uses the tablet to read the newspaper."

In terms of the three Rs which are important for mobile apps the first one is rich media. Apps are easy to use. They do not need a manual. Apps can be used to both save time and also fill time. For instance an app that lets you play Angry Birds helps fill time. But an app that helps you with the boarding pass of a plane helps save time.

The second R is relevancy which means that apps should target people who will buy those products. It is important to transform data by contextualising it. This provides intelligence that helps segment audiences. For instance ipad users tend to be heavier spenders. So a luxury brand can go there.

The third R is ROI. Awareness is important here. You need to know how many impressions, reach, frequency come into play. Then one can do branded studies. An efficacy of an app has to go beyond just clicks. It is about the user engagement with an app. Interaction rates are important. One can come to know about consumer‘s choices in things like shoes through this. One can learn about the kind of shirts, cars that people who engaged with the mobile ad love.

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW – a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India’s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India’s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ‘FalconEye’ to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights™ OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo’s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo’s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories