The 5 Most Important Driving Factors of Mobile Advertising

A recent US study of eMarketer has shown that the predicted share of mobile advertising for the year 2019 will grow to over 70 percent of the digital budget. Already today, adults spend more than two hours a day in front of their smartphone or tablet. This user-behaviour strengthens the importance and the use of mobile advertising. The location and the specific circumstances could function in the mobile marketing as a cookie-replacement or interest-cookie.

In an article of the business paper “Business Geomatics” Tom Rauhe, CEO of ESA BIC Bavaria alumni mobalo GmbH, specialised in mobile advertising, spoke about the five most important driving factors of mobile advertising: location, characteristics with geographical relevance, point of sale, environmental influences and common sense.

Targeted advertising can be switched on in a variety of localized apps in selected areas by geolocation-based mobile advertising. The huge advantage is that this is possible within apps which are already used by the targeted individuals. With datadriven location-reference advertising relevance can be ensured on more levels. Further additional selection criteria are engaged at the promotion of a product. This is termed a geo-selection according to criteria allowing conclusions being drawn to the persons, e.g. income, marital status, leisure activities etc. The point of sale also has high relevance as shop owners can play geolocation-based mobile advertising for instance in the vicinity of their shops or of locations of their competitors. Mobalo GmbH is an expert for accurate mobile advertising combining all named relevant factors.

mobalo GmbH
When you look at small businesses, you have to wonder why they are still using 500-year-old technology if they are doing advertising. They have to print flyers or put big signs out there, expecting people to walk by.

Thanks to the background of Tom Rauhe as online sales manager, he found out that you can buy localized mobile banner in an automated way. All that was missing was a platform to give small businesses access to the relevant mobile banner inventory for them. That’s how the idea of mobalo was born. mobalo is digital bait. The service mobalo offers allows for companies to reach their customers immediately, in real time and within the vicinity of their shop. It enables the alignment of the advertisement message with the according advertisement space, through the comparison of the users’ geo-data with the defined advertisement radius.

Tom Rauhe met two co-founders who were willing to start mobalo with him: Dr. Michael Ihne, responsible for frontend development, and Manfred Kuhn, responisble for backend programming, both have 15 years of experience each.

ESA Business Incubation Centre Bavaria
mobalo was incubated at the ESA BIC Bavaria from February 2014 to June 2015. The ESA BIC Bavaria seeks entrepreneurs using space technologies in a non-space environment. That doesn’t mean rocket science, but applies to multiple application fields such as navigation and positioning, communications techniques, Earth observation, materials, processes, signals or robotics.

ESA’s Business Incubation Centre Bavaria was launched in 2009 and is since managed by Anwendungszentrum GmbH Oberpfaffenhofen (AZO). ESA BIC Bavaria and its renowned partners – DLR, Airbus Defense and Space, Fraunhofer IIS and Wirtschaftsförderungsgesellschaft Berchtesgadener Land – provide startups with financial and technical support at four branch offices: Oberpfaffenhofen, Ottobrunn, Nürnberg and Berchtesgadener Land.

ESA BIC Bavaria has four selection rounds each year. The next application deadline for the incubation programme is 9 May 2016. Apply now for ESA BIC Bavaria

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Lena Nietbaur was Marketing & Communications Manager till December 2019.

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