Mobile has driven an unprecedented behavioral and cultural shift over the last decade and is increasingly becoming the main screen accessed throughout the day. In turn, mobile marketing has developed into a sophisticated, targeted channel to reach on–the-go consumers. In this guide, we explore the mobile landscape and identify opportunities and solutions for advertisers. Read the guide for: Mobile trends and advertising options The truth behind common mobile marketing myths A mobile campaign checklist

1. QUANTCAST
HOW TO BE SUCCESSFUL
IN MOBILE ADVERTISING
Over the last decade, Mobile has driven an
unprecedented behavioral and cultural shift,
providing utility, information and connectivity at
our fingertips. Mobile is increasingly becoming the
main screen accessed throughout the day, and
Mobile marketing, in turn, has developed into a
sophisticated, personalized marketing channel to
reach Mobile consumers. In this paper, we explore
the Mobile landscape and identify opportunities
and solutions for advertisers.
TABLE OF CONTENTS
2 KEY MOBILE TRENDS
3 WHAT DOES THIS MEAN FOR YOU?
4 MOBILE ADVERTISING OPTIONS
5 MOBILE MARKETING MYTHS BUSTED
6 SUCCESSFUL MOBILE CAMPAIGN CHECKLIST

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KEY MOBILE TRENDS
2
1
“Mobile Majority: US Smartphone Ownership Tops 60%.” Forrester, June 6, 2013. Web.
2
“Internet Trends 2014.” Kleiner Perkins Caufield Byers, May 28, 2014. Web.
3
“Tablets Challenge PCs as Leading Digital Video Channel in the US.” eMarketer, May 1, 2014. Web.
4
“Holiday Shopping 2014: Online Trends and Forecast.” eMarketer. Web.
5
“Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer, Apr. 22, 2014. Web.
OVER 60% of the US population are smartphone users.1
Additionally, tablet usage grew 11.3% over
the last year to become 45% of the total US population.
»» Mobile penetration is growing. As the majority of the US population is connected, Mobile offers
significant reach and opportunities for advertisers.
194 MINUTES A DAY, on average, people spend on their Mobile device(s) (smartphone and
tablet), compared to only 103 minutes a day on their PCs.2
»» A greater proportion of digital consumption is on Mobile. Mobile offers more touchpoints to
connect with your consumer.
77% OF TABLET OWNERS use them as a so-called “second screen” while watching TV.3
»» Mobile is taking attention away from TV. To connect with your audience, you need to have a
Mobile presence.
$53 BILLION in retail sales in the US are expected to come from Mobile by the end of this year.4
»» Mobile has become a significant sales channel. People are converting on Mobile and more of
your customers will be coming from this channel in the future.
However...
ONLY 7% of total digital ad spending in the US is on Mobile, despite the fact that Americans spend
the majority of their digital time on their Mobile devices.5
Marketers have been slow to adopt Mobile due
to challenges in the Mobile ecosystem, including different operating systems, publishers, inventory and
lack of ad performance metrics.
»» Mobile advertising is now becoming more accessible. As ad marketplaces and new players
have entered the Mobile space, these challenges are being addressed, providing new
opportunities for marketers.

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WHAT DOES THIS MEAN FOR YOU?
3
6
“Mobile Continues to Steal Share of US Adults’ Daily Time Spent with Media.” eMarketer.
Don’t miss the additional touchpoints along the
consumer’s path to purchase that the always-on nature
of Mobile offers. Traditional online and offline advertising
campaigns can fail to reach consumers at some of the most
important points, such as reaching consumers while they’re
in stores shopping, to encourage conversion. Additionally, as
consumers are spending more than a quarter of their time
exclusively on Mobile,6
you risk missing potential customers
whose primary media consumption is on Mobile.
As Mobile technology has progressed, advanced targeting
solutions have become available to provide streamlined
solutions to get your message in front of the most
relevant audiences. Data-driven real-time bidding has
opened up a new level of personalization and relevance for
marketers to readily identify and reach the right audience
with the right message across web, apps and devices.
Mobile targeting that incorporates location and
environmental cues can hypertarget marketing messages
to offer that immediate information. Mobile technology
can reach consumers in a specific location—delivering
a contextually relevant discount for a store that’s just a
block away can be the push a consumer needs to make
a purchase. Mobile also reaches consumers on-the-go,
opening up the opportunity to connect with them at the
very instant that they are searching for your product
or service.
“MOBILE ALSO
REACHES
CONSUMERS
ON-THE-GO,
OPENING UP THE
OPPORTUNITY TO
CONNECT WITH
THEM AT THE
VERY INSTANT
THAT THEY ARE
SEARCHING FOR
YOUR PRODUCT
OR SERVICE.”

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© 2014 Quantcast. All Rights Reserved.
MOBILE ADVERTISING OPTIONS
4
7
Loechner, Jack. “Mobile Video Advertising Still the Hot Ticket.” MediaPost, Oct. 29, 2014. Web.
8
“Consumers Get Engaged with Rich Media.” eMarketer, Oct. 23, 2014. Web.
The most common types of Mobile ads are Mobile banners, which appear at the top or bottom of a web
page, and Mobile search advertisements in search results. Web banners include standard IAB sizes,
Mobile-specific sizes and full-screen interstitials between pages. Banner ads can be especially effective when
targeting consumers by their browsing histories. Interstitials, on the other hand, offer high engagement due
to their high visual impact, as they usually appear for a couple of seconds before taking the consumer to a
desired page. More engaging formats, such as rich media and video, have grown more popular in the last
year. Digital video ad inventory tripled in the last year, as people are spending more time watching videos
online.7
And according to eMarketer, rich media ads (incorporating Flash or HTML5 technology) see far higher
engagement rates, likely due to their high-impact, visually appealing formats.8
Should I advertise on a Mobile website or an app?
There are a lot of opportunities for advertising in both Mobile web and apps, and both channels support all
types of Mobile ads, ranging from banners to video. Mobile web is efficient, scales well, and there is no need
for download. Mobile apps, on the other hand, are engaging and work especially well with video and rich
media advertisements. While studies show that more time on Mobile is spent in apps, people continuously
switch between apps and web. When exploring content in apps, oftentimes links in apps take you to Mobile
web. To maximize reach and engagement throughout the purchase funnel, it is important to incorporate both
Mobile web and app in your campaign while taking into account campaign goals and the synergies between
the two channels.
YOUR
AD HERE
YOUR
AD HERE
YOUR
AD HERE

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© 2014 Quantcast. All Rights Reserved.
“Mobile advertising is not effective.”
FALSE!Mobile is a great way to engage with consumers. Consumers
use Mobile for everything from checking the news to tracking their fitness to
researching a dinner spot, and this provides opportunities to connect and engage
them with relevant messages. Consequently, ads on tablets deliver similar direct
response (DR) performance to desktops, and can even reach a click-through rate
(CTR) four times higher than desktops.
“There is not much inventory in Mobile.”
FALSE!Over a third of inventory on all of the major ad exchanges is now
Mobile web and app inventory.9
As time on Mobile continues to increase, Mobile
inventory will continue to grow as well.
“There are no cookies in Mobile real-time bidding.”
FALSE!Although Apple’s Safari web browser blocks third-party cookies
by default, iOS users can still manually accept a third-party cookie and are
automatically accepting cookies during any in-app browser time. Android,
BlackBerry and Windows Phone devices all accept third-party cookies, and
this accounts for 85% of Mobile users.10
Additionally, real-time bidding for apps
does not rely on cookies, so the presence of cookies does not affect the app
advertising effectiveness.
1
2
3
Despite Mobile’s growth, there are some persistent misconceptions surrounding Mobile.
Let’s bust these myths one by one:
5
MOBILE MARKETING MYTHS BUSTED
9
Quantcast Internal Data. 2014.
10
Smith, Julian. “Is it time to redress the balance between Android and iOS in mobile ad targeting?” The Drum, Oct 20, 2014. Web.

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© 2014 Quantcast. All Rights Reserved.
To ensure the success of your Mobile campaign, here are a few helpful tips:
√√ Integrate Mobile into your overall campaign strategy
Consistent messaging across channels is important to reinforce the overall campaign
objectives. While your Mobile campaign should be consistent with your overall campaign,
it should also be tailored according to the Mobile user. Since Mobile usage is different from
desktop, it is important to understand how Mobile fits into your customer’s path to purchase
and tailor your messages accordingly.
√√ Develop creative and messaging that enhances the experience of Mobile users
Creative assets for Mobile are often repurposed from desktop. However, Mobile’s smaller screen
size, various page formats and different consumer behavior require a separate ad experience.
Consumers turn to Mobile for utility and simplicity, and the overall experience (in both design
and messaging) must be relevant and integrated, focusing on the utility that consumers expect
from Mobile.
√√ Optimize your website for Mobile
Once a consumer interacts with your ad, the experience doesn’t stop there. Make sure that you
are driving consumers to a Mobile optimized website that provides a seamless user experience
where they can find the information and products that they are looking for and convert.
√√ Define and target the right audience
Reaching the right audience improves campaign performance and efficiency. Work with media
partners with proven data and modeling capabilities who can identify and deliver the right ad to
the right audience at scale.
√√ Set clear goals and metrics
Identify your campaign goals and measures of success. Continue to evaluate and optimize
your campaign based on what is and isn’t working. Use insights about your audience to guide
your strategy. The Mobile landscape is constantly changing, and a test and learn approach will
ensure success.
As Mobile grows, the Mobile web and app experience will continue
to improve. Mobile ad formats will evolve to be more effective and
integrated into the Mobile experience, making it ever more
important to use Mobile in your strategy to drive business growth.
6
SUCCESSFUL MOBILE CAMPAIGN CHECKLIST