Dan Polk is the director of Sprint New Ventures, a position that requires him to drive revenue growth in the digital arena across strategic and alternative areas for Sprint. Obviously, Dan’s position has garnered him a wealth of applicable and insightful experience in the realm of monetizing mobile advertising, which is why he is here on Money Maker Discussion offering up his top five tips for making money through mobile ads. To find out how you can better monetize in the global arena, be sure to follow Dan’s guidelines, and let us know what you think in the comments below.
By: Dan Polk, Head of Mobile Advertising, Pinsight Media+
- Targeting— It’s a fact—better targeting leads to better conversion rates. The most important factor in creating experiences for consumers that are meaningful is ensuring that the message is relevant. By targeting the right audience with the right message, in the moment, marketers can create engagement with their audience and limit wasted impressions. Mobile targeting not only increases conversion rates, but it can help reduce costs by eliminating waste.
- Timely—How many times have you seen people at stores with their mobile devices in their hand, searching out more information while staring at the product? Mobile phones are used for shopping almost 80% of the time. There are few opportunities that can reach the consumer “in the moment” with customizable advertisements like mobile can. Mobile creates moments to engage with consumers that didn’t exist before. These are new, unique opportunities, and in many cases, these are indeed “moments that matter” to consumers.
- Creative Experiences—Banner ads are great, but to fully take advantage of mobile requires creativity to deliver timely, relevant, and effective messages in the moment. Mobile offers an enormous array of tactics from mobile video, to mobile couponing, to 3rd party native app advertisements that can drop notification ad units right to your target audience. If you’re not achieving a desirable ROI from banner advertising, it’s time to get more creative.
- Engagement—It’s important to remember that a marketer’s objective typically isn’t just to reach their target audience, though that’s how much of this industry is operating; marketers rely on click-through-rates (CTR) and other traditional metrics as a best guess on success. What really matters is engagement—who interacted with my message, and how did they engage with my product, service, or brand? Marketers are looking for partners who can help them understand how advertising resulted in consumer engagement, not just clicks!
- Personal—Mobile devices have so thoroughly integrated themselves into our daily lives that they are becoming our informational hub. People rely on their device to tell them the weather, sports scores, news and to provide information in all aspects of their lives. Through mobile, brands need to be part of the “fact-gathering” process and lead consumers to learn more about their brand.
Dan Polk, the Director of Sprint New Ventures, leads the expansion of Pinsight Media+, the mobile advertising services from Sprint, as well as the use of data analytics, and a collection of Open retail service initiatives. Dan has 15 years of experience in the wireless industry. Before moving into his current role, he was responsible for all operations across Sprint.com, including the MySprint self-service portal, eCommerce online store, and numerous supporting digital properties. Dan played a senior leadership role in Sprint.com (and Nextel.com) for much of his time at Sprint, including a leadership role in rolling-out Nextel’s early mobile internet and over-the-air-programming initiatives.
Prior to his tenure with Sprint Nextel, Mr. Polk spent time in the consulting industry with Northrop Grumman and Mitretek Systems. Dan was awarded his MBA from Georgetown University, holds both Masters and Undergraduate degrees from the University of Virginia.