The 2016 Mobile World Congress opens February 22 in Barcelona, Spain, featuring mobile technology entries from around the world that enhance life for the consumer. There are 5 billion people using smartphones on the planet as the Congress opens. To help you navigate the exhibits and events TechCrunch provides a free app available in iOS and Android on its website that gives information and newsy updates on what’s happening at the event.
One exhibitor appearing at the MWC 2016 is Vibes, a mobile marketing technology leader, that helps some of the world’s biggest brands succeed in mobile marketing. CEO and co-founder, Jack Philbin, and Brian Bradtke, VP of Mobile Wallet Advertising, will be at the Conference to talk about WalletAds, the highly successful Vibes mobile wallet advertising technology.
The increase in mobile use of the smartphone for shopping has brought the consumer to request mobile coupon ads for ease of saving money when shopping. Vibes helped its clients achieve mobile shopping through its WalletAds in February 2015. Today, Vibes press release marks its one year anniversary and celebrates the advancement of its product, the frictionless wallet advertising technology that works with mobile apps, such as Apple Wallet and Android Pay. Now, the consumer can save money with two taps on their phone for branded content, such as a special offer, coupon or event reminder, to their mobile wallets directly from a mobile ad.
What are consumers looking for in mobile use? The shift to mobile is definitely happening, but it isn’t marketers or advertisers leading the way. Instead, consumers/shoppers are leading the charge and their preferences are loud and clear: gives us more offers and loyalty cards that can be saved to our phones! The most recent Vibes Mobile Consumer Report found that instead of consumers filling their wallets and purses with paper coupons, consumers now prefer to receive these offers via mobile (especially since mobile wallet applications such as Apple Wallet for iPhones and Android Pay for Android phones have become more mainstream.)
The beauty of this finding is that mobilized coupon and loyalty benefit both consumers and marketers/brands. Coupons combined with mobile wallets make consumers more likely to save a brand's content to their mobile devices and almost never delete it. About a third (32 percent) of smartphone users currently use a mobile wallet such as Apple Wallet or Android Pay, according to our report, and 94 percent of mobile wallet users said they are likely to save personalized mobile wallet offers to their smartphones.
Coupons and offers also make consumers more likely to subscribe to a brand's mobile database and click on mobile ads. Receiving coupons is the top reason that consumers engage with brands via email/text/social media.
Consumers are also open to mobile advertising as long as it leads to a coupon. After clicking on a mobile ad, about half (49 percent) of respondents said a mobile coupon page is their preferred destination, as opposed to respondents who prefer landing on a mobile commerce page (26 percent) or an app download page (25 percent).
A loyalty program is of interest to Shoppers. Two-thirds of respondents said they would have a more positive opinion of a loyalty program if it allowed them to store and access their information on their smartphone in a mobile wallet app.
Brian Bradtke, VP of mobile wallet advertising at Vibes finds Wallet Ads is a win-win for both the consumer and the brand. He said, “WalletAds is resonating with some of the biggest agencies, platforms and brand advertisers around – and we’re already seeing more budget being allocated and larger campaigns being run. Vibes is consistently seeing engagement metrics that are 2-4 times better than comparable ad experiences.”
The Vibes WalletAds is unique in comparison to other mobile ad formats because of its CRM functionality and persistence in the mobile wallet. Through location-triggered reminders or updates at relevant times, WalletAds unlocks the ability for brands to influence the consumer through the entire purchase process, even after the ad campaign has ended.
Vibes has run more than 40 WalletAds campaigns across the retail, automotive, QSR and fast casual restaurants industries, and has WalletAds partnerships with a number of leading mobile advertising companies and agencies, including Flashtalking, MEC Global (North America), MobileFuse, Spark SMG and others.
Shelby Saville, president of innovation and investment platforms, Spark SMG, praises Vibes:
“The mobile ad methods that will outlast the ad-blocking age are those that directly benefit the consumer through a completely seamless user experience. WalletAds has been a popular solution with many retail clients, as it allows consumers to easily save an offer that interests them, removing friction entirely while driving additional customers in-store.”
All in all, consumers want brands to start investing in mobile and making their shopping experience more convenient and efficient. Mobile coupons and loyalty programs do just that when they are combined with mobile wallet.