Marketing Trends on Mobile Device

social media concept

Mobile now represents nearly two of every three digital media minutes, and mobile app use alone now constitutes the majority of overall use. The shift from desktop to mobile has created a new series of challenges brands need to overcome in order to achieve success.

A recent guide, compiled by Google entitled “Micro-Moments: Your Guide to Winning the Shift to Mobile” details how brands must first anticipate the micro-moments for users in their industry and then commit to being there to help when those moments occur. Second, they must be relevant to consumers’ needs in the moment. Finally, they say “Be Quick”. “They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Your mobile experience has to be fast and frictionless.”

These “micro-moments”– where we reflexively reach for our smartphones, are becoming increasingly important to consumers, and therefore, to the brands marketing to them.

The ability to “know” or “watch” just about anything almost instantaneously is creating the expectation to “have” and “do” anything almost instantaneously. Recognizing this need and being able to satisfy it represents enormous opportunity for brands to occupy that space, and satisfy that need.

Of course it’s true for online purchases, but people want all of the information the web has to offer, at their fingertips, even when they’re standing in a store trying to decide what product to purchase. Eight in ten smartphone users say they do this, and one in ten purchases something other than what they’d initially planned on, based on what they learned on their device in these moments.

Let’s take a look at three ways you transform your digital marketing efforts to win the mobile consumer:

1. Understand consumer app usage

Mobile app use now constitutes a majority of overall digital media use. App usage remains highly concentrated with “top-five” apps accounting for 80-90 percent of usage time, according to comScore. Brands need to be monitoring their local presence on top-five apps like Facebook, Google, Yelp, etc., as this is where the majority of mobile impressions are. Managing each and every one of your stores locations on these platforms is important for engaging with fans and driving new customer acquisition at the store level. For instance, maintaining accurate store hours and lat/long data across all your locations so that consumers can find accurate store information and navigate to the nearest location.

App usage remains highly concentrated with “top-five” apps accounting for 80-90 percent of usage time, according to comScore.

App use greatly outpaces browser use 9-1, in the mobile realm. The majority of digital interactions, regardless of specific platform, now occur through intermediaries.

2. Localize your advertising efforts

Ads that are customized to consumers’ location, and that are directly relevant to them, are not only appreciated, they’re expected. In fact, eighty percent of people state they expect just that. Localized ads are also more effective for the following reasons. They enable marketers to maintain brand control and ensure brand compliance, they increase relevancy through customization, they improve speed to market, and they reach local prospects with better targeting and personalization.

According to the CMO Council’s report “Localize to Optimize”, one in four marketers is spending fifty percent of marketing budgets on local programs and promotions. Nearly half of marketers agree that localized marketing is critical to business growth.

Why not “win the mobile moment”, and influence consumers at the exact time and at the precise place they are searching for what you have to offer.

Online marketing and promotions influence fifty percent of in-store sales. Businesses have also reported a seventy-four percent increase in foot traffic and a fifty-six percent increase in visit- frequency when they utilize location-powered CPG ads.

3. Engage your customers on their terms

Winning in the age of the consumer means creating meaningful consumer interactions, which are undeniably important. Harnessing the power of, and expectations for social media as a means by which to interface with your clientele, is an integral component in achieving this goal. Platforms like Facebook and Twitter have augmented and often supplanted the traditional, phone-based contact center. Now, especially among younger consumers, social is the go-to channel for clients when they have a question or a concern.

There are some significant differences in expectations to consider when it comes to social media as a customer service channel. Research from Lithium Technologies found more than seventy percent of Twitter users expect brands to respond to them within an hour following a tweeted question or complaint. The expectations for other popular networks like Facebook weren’t identical, but in general, customers expect a quick response. Traditionally appropriate response times of many hours or days are often unacceptable.

Social media listening tools can help make this a reality. Social media monitoring tools are an indispensable means by which to see how you’re being seen. They can track your brand’s mentions, help you to monitor your online conversations, and quietly and unobtrusively learn about your customers and how they feel about what you’re offering.

Source: Erika World | June 16, 2016,

How to be Success on Facebook


The reach of Brand Pages on Facebook has declined significantly while Local Pages have soared. In this post, we’ll look at the main reason brands should claim, manage and actively post to their location pages.

While just about every brand focuses on actively managing their national presence on Facebook, results are showing the shift from the power of brand pages to local pages. With that said, Facebook pages generate 5x more reach and 8x more engagement per fan than brand pages on average. Let’s take a look at the opportunity local Facebook pages have to offer for brands.

Engagement on Local Pages has increased 56% over 2015
A recent study conducted by MomentFeed in April of 2016 compared the engagement from local pages in Q1 of 2016 to Q1 of 2015. The analysis included 30 randomly selected brands and over 40,000 local Facebook pages. The results showed that the number of users on local pages increased by 56% and in that same period of time, the number of engaged users on the surveyed brand pages fell by 13%.

The reach of brand pages is declining as local pages surged 270%
Since the adoption of Facebook, the news feed has become one of the most in-demand real estates available on the smartphone. As Facebook implemented an algorithmic approach to the news feed, organic reach started to significantly diminish for all brand pages. With that said, organic reach for brand pages decreased by 47% and local pages increased by 270% year over year.

Facebook advertising is more effective from a local page
While most brands are traditionally promoting content from their national brand page, marketers are now shifting their ad budgets to Local Awareness Ads. Localized advertising saw an 114% increase in Reach on Facebook and is generally seen as more efficient because ads are delivered specifically to the groups of people near that location.

Publishing on Local Pages is 2.5X more effective than brand pages
Robeks smoothie franchise has over 90 locations and serves in diverse markets with different product offerings ranging from each store. With MomentFeed’s local publishing tool, Robeks was able to target messaging specific to each market. For example, promoting oatmeal in colder cities and ice cold smoothies in warmer areas.

Results shared a 250% increase in organic impressions generated from Robeks local Facebook pages compared to brand pages. Digital Media Manager at Robeks said, “An issue we were faced with was keeping up with Facebook and the importance that they were placing on local store pages. While the Robeks brand page experienced steady growth, the momentum has shifted and we are now spending more time on our local store pages.” The key was engaging their Facebook fans with localized content that was relevant to them.

If someone wants to find restaurants in a particular city, places that their friends have recommended or checked into will be displayed higher. Additionally, results that are similar to the people, places and things that a person is already connected to rank higher.

The opportunity in local Facebook pages
There is no doubt that the number of Facebook fans engaging with local pages will continue to increase. These pages represent a critical advantage for brands to leverage and optimize their mobile presence. For more info on how your brand can build a foundation to drive measurable success on Facebook, check out our webinar here. We will be introducing the newest Facebook products and how brands can take advantage of them to drive ROI.



How to mitigate the reporting discrepancy between RITS Ads & DFP


Reporting discrepancies are common and expected when multiple systems are used in your line items.  When DFP delivers line items that are hosted by RITS Ads or any third party server, reporting discrepancies between the two systems will occur, and it is common to see campaign variances of up to 20% and it is accepted by DFP users, even though internationally the acceptance rate is 10% only.


There are several reason for this reporting discrepancy between Openx and DFP report.  You should consider the followings to investigate the reporting discrepancy:

  • Latency: Lag between an initial line item request and the appearance of the creative can lead to differences in counts. For instance, a user will often navigate away after the browser receives the DFP line item request but before the third party responds with the requested line item, or a user may click on a link but navigate elsewhere before the landing page has loaded.
  • Network connection and server reliability: A third-party ad server may fail briefly or encounter an issue that prevents it from logging an impression.
  • Ad blockers: Ad blocking software can prevent the line item from being delivered by the third party after DFP has already counted an impression.
  • Low impression goals: A small numerical discrepancy can cause a high percentage discrepancy if the line item delivered few total impressions. For example, if you have a campaign delivering 100 impressions per day, a single-day discrepancy of 30 impressions will lead to a single-day discrepancy of 30% even though the actual number of missed impressions is low.
  • Tracking methodologies: DFP counts line items requests, but a third party may record an impression at a different time (e.g., when a tracking pixel is rendered).
  • Filtering: Ad servers have different methods for filtering impressions from spammers, bots, spiders, back-to-back clicks, link analyzers, and other automated or non-representative web traffic.
  • Testing: DFP excludes impressions or clicks from anyone with an IP address that has signed in to a DFP account before. Third parties do not necessarily do so.

Learn three R’s to make your marketing effective!

We’ve all heard it before: Marketing is most effective when you’ve achieved the three R’s—the right message, to the right
person, at the right time.

The challenge is doing that accurately, in real time, at scale. Traditionally, brands have had to make do with generic audience segments that blunt targeting and relevance, operational inefficiencies that slow fulfillment and strain resources, and disconnected systems that make it difficult to deliver insight-driven campaigns across channels.

Today, that’s changing with programmatic buying technologies that leverage data to automate marketing across channels, achieving higher levels of targeting, relevance, efficiency and impact.

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Check some World’s Best Ads 2015


Rekorderlig Cider: “Silver Skaters”
Agency: Saatchi & Saatchi, London
Country: U.K.

It’s hard not to love something so joyously quirky and yet still perfect for the product. In case you’re curious, the music is “The Reindeer Herder’s Joik” by contemporary Swedish musician Jon Henrik Fjällgren. At Epica, it won gold in the Alcoholic Drinks category.

Hardys Wine: “Proud Sponsors”

Agency: McCann Central, Birmingham
Country: U.K.

This cheeky campaign featured a huge array of ultra-short sponsorship spots, showing that a great idea isn’t limited to 90-second cinematic ads. The campaign shared a gold in the Alcoholic Drinks category at Epica with the Rekorderlig Cider spot above.

Telenor Norway: “Puppy Love”

Agency: Try Advertising
Country: Norway

Here’s a fun spot that brings a modern twist to some classic (and charming) storytelling. The spot from Norwegian telecom Telenor won gold in Epica’s Telecommunications & Public Service category.

Canal Digital: “The Clowns / The Chainsaw”

Agency: TBWA Stockholm
Country: Sweden

I won’t spoil the hook on these spots, which both take their stories in some wonderfully unexpected directions. The ads won gold in Epica’s Media category.

Fundacion Argentina de Trasplante Hepatico: “The Man and the Dog”

Agency: DDB Argentina
Country: Argentina

Sure, this one tugs at the heartstrings in some pretty tried-and-true ways, but it’s still a strong example of sentimental storytelling that can leave a lasting impact. It won gold in Epica’s Health & Safety category.

Fundacion Juva Santé: “Whatever Happens”

Agency: HAVAS 360, Puteaux
Country: France

These spots are a bit repetitive, but they’re supposed to be. The campaign has some fun with the timeless challenge of having to sell multiple, largely unrelated products in one ad for a parent company. They won gold in Prescription & OTC Products at Epica.

Durex: “Arrivals”

Agency: Havas Worldwide Istanbul
Country: Turkey

There weren’t too many standout print campaigns at Epica this year, but this one was certainly a hit. Perhaps the best part was the audience’s delayed reaction at the awards ceremony, when a few seconds of silence were followed by booming laughter. The ads won gold in Healthy, Beauty, Cosmetics & Toiletries.

(Click the images below to expand.)


Are you ready for this December?

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