New advertising techniques such as augmented reality or gamification are becoming increasingly important in order to capture the attention of users. These digital formats continue to establish themselves as the most efficient option for addressing young target groups through mobile advertising.
Young people use their mobile phones every day to check the internet or social networks, and they are their main source of information and entertainment. According to a report by Smartme Analytics, Spaniards are among them Generation Z (18 to 24 years old) use their mobile devices for an average of 4 hours and 15 minutes per day. Meanwhile, usage of these devices increased by 10.5% among those over 25 in 2022.
Advertisers are aware that these devices are the most direct way to reach this audience segment. According to a 2021 report by the Center for Generational Kinetics, 95% of Gen Z owned a smartphone. That’s why it’s crucial to capture their attention through this channel and influence them through relevant content that strengthens the relationship between consumer and brand and adds value by increasing brand awareness and recall. Creativity in content that is distributed at the right time or on specific dates promises greater success and longer retention times when using that content.
In this sense, mobile devices offer numerous advantages to brands that rely on this channel, mainly due to the flexibility in content creation and the immediacy, which are crucial for a brand’s loyalty strategy, given that our content is part of users’ everyday life will be. In addition, this channel provides instant metrics to evaluate the effectiveness of our strategy and consumer behavior in the face of a given campaign in real time.
Formats that produce more successful results include:
- Augmented Reality Formats. The integration of technological innovations is key to achieve more creative results and offer innovative content. Various brands have started using augmented reality tools that allow the consumer to see the clothes they like or see what a piece of furniture will look like in their living room through their mobile application.
- Creativity in social networks: Videos on social networks are not fundamentally new as a broadcast format, but their content and the way messages are spread are constantly being updated. A Nielsen study found that 47% of a brand’s increase in sales thanks to advertising can be attributed to its creativity. The development of social networks such as Instagram with Reels or the launch of TikTok have led many brands to bet on influencers who create content that draws people’s attention to what the creator has to do with his product. From SunMedia, we are promoting The Social Audience as a solution to improve the advertiser’s visibility in RRSS by removing their ads from the saturated feeds and displaying them within the content, thereby multiplying its VTR and visibility.
- gamification: It is a novel format that greatly encourages brand loyalty and dispels general dislike of traditional advertising as it is a generally creative format. In addition, it offers higher conversion rates and insights into user behavior.