No. 1 – Avoid buying cheap impressions
"Look at your holiday campaigns and think of the key role mobile can play within the campaign, not as a separate buy," said Dani Cushion, director of marketing at Millennial Media, Baltimore, MD. "Think of your overall campaign as an integrated experience."
No. 2 – Avoid not setting clear metrics for success
Whether they are performance or brand focused, setting clear metrics for success are imperative in mobile advertising during the holidays, per Mr. Johar.
No. 3 – Not leveraging targeting parameters
Mobile advertising enables incredible targeting parameters, per Mr. Johar.
"Mobile advertising offers the unique ability to target your audience through a number of methods, including behavioral targeting, demographic targeting and location-based targeting by country, region, DMA and zip code," said Dani Cushion, director of marketing at Millennial Media.
No. 4 – Not focusing on the experience post-click
"You can make an engaging mobile experience for consumers with rich media creative and highly-engaging post-click actions, including the ability to view videos, drive to social media sites, download apps, directly purchase products and much more," Ms. Cushion said.
No. 5 – Not taking the past into consideration
Leverage what was learned in mobile from previous campaigns to lock up mobile inventory.
No. 6 – Creating ads for a single platform / carrier / mobile device
Don't forget about connected devices such as gaming devices and tablets, feature phones, and cross-platform opportunities.
"Not advertising via mobile misses a key way to reach and engage your target consumer when they are highly-receptive to messages," Ms. Cushion said.
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