Start Mobile Monetization Before it's Too Late

In a digital world that's increasingly viewed through a 4.8-inch display, mobile optimization is critical. Consider the following:

• nearly 20 percent of the digital activity from U.S. adults comes from a mobile device [eMarketer];
• $76 billion will be spent this year by consumers on their tablet device for goods and services [Forrester]; and
• mobile ad spending is projected to account for 15.8 percent of all U.S. ad spending by 2017 [eMarketer].

It doesn't matter how good your content or product is, if it's not optimized for mobile, most users will lose interest. The shopping experience has shifted from a simple funnel to a sales loop with multiple points of entry. Shopping can begin in-store and end on a smartphone, or vice versa. If one of these entry points is lacking in any way — e.g., the path to purchase isn't clear and direct — consumers will get lost.

With this in mind, it's important for retailers to understand how to optimize their mobile presence. This can seem like a daunting task, but the returns are well worth the challenge. Here are eight tactics to consider:

1. Co-branded media campaigns: Start by making sure your online programs have a mobile equivalent. For many retailers, 50 percent or more of their traffic comes from mobile devices, so all campaigns should be mobile optimized. I've found that when content includes media co-branding (e.g., Get Tyson Sausage Patties at Sam's Club) the clickthrough rates are 75 percent higher than basic mobile network media. Furthermore, brands will pay to reach your customers and drive traffic back to their experience on your site.

2. Optimized tablet media: Another low-impact way for brands to reach your customers is through tablets. On average, tablets account for about 13 percent of a retailer's web traffic. This can be as simple as presenting targeted offers or giving users a tablet-optimized experience when they click through an ad. Replacing standard banner units with tablet-specific units such as interstitials will provide a deeper integration opportunity.

3. Mobile-friendly email: Email is another way to leverage existing behavior as a mobile monetization opportunity. Research shows that 65 percent of marketing emails are opened on mobile devices. Most retailers are already focusing on designing their emails to be optimized for mobile, and this can easily be extended to paid brand placements within them.

4. Content integration: Much like with co-branded media campaigns, online content experiences should also be mobile friendly. This includes things like seasonal content centers and savings hubs. Brands pay to be part of these online experiences — they can and should be serviced on mobile properties as well. At the simplest level, this can typically be done by showcasing the content in existing areas of the mobile site, such as dynamic lead positions on key pages. At a deeper level, the mobile integration of these content experiences should be a coordinated part of a content experience that stretches across online, mobile, social, print and in-store media.

5. Standard media banners and placements: Placements on the transaction confirmation page are a great option because they don't interrupt the purchase flow and relevant ads can actually drive additional clicks and continued shopping. Search is also a key area. More than half of all mobile ad dollars are currently spent on search, and search is typically one of the most-trafficked areas of a retailer's mobile site. Placing relevant ads in search results (e.g., an ad for Domino Sugar when a user searches for "coffee") can enhance the user experience.

6. Rich media placements: Advertising units can be enhanced by using rich media units that incorporate video. Online video advertising is growing fast, and the same is true for mobile video advertising, with marketers to spend $1.1 billion on the channel in 2014.

7. Precise targeting: Any retail mobile experience can be enhanced by targeting. Mobile delivers opportunities to target via demographic information, as well as day parting, geo-location and geo-conquesting.

8. In-store mobile integration: Some of the most powerful mobile monetization opportunities are omnichannel — e.g., tying online ads to in-store to print to digital signage and beyond. In-store tactics can include image recognition and digital signage that link to mobile experiences and complementary content.

These are just a few tactics that offer retailers opportunities to get started building a robust mobile monetization program. One thing is clear: Shoppers are mobile, and the time is now for mobile monetization.

Tom Boisvert is the senior vice president of product innovation as Triad Retail Media, a digital marketing agency.