National Advertisers Moving To Text Based Advertising: Big Data, Big Engagement, Big Results - 23X ROI!
National Advertisers Moving To Text Based Advertising: Big Data, Big Engagement, Big Results - 23X ROI!
Over the course of the past 12 months advertising through mobile messaging is heating up. The results of text based advertising have been unrivaled and have now caught the attention of many national advertisers. What is so powerful about text based advertising and what makes it the most results driven advertising on the market? Engagement rates! The average text is read within just 48 seconds of delivery and the open rates are a staggering 97-99% with actual click through rates ranging from 42-63% depending on the text provider and content. The bottom line is there has never been a time in history when this much direct individual focused attention has been possible with advertising. Television, radio, billboards and newspapers for years held some of the prominent advertising results and this is with a ton of theoretical speculative data on who is actually seeing or engaging with paid ads. Speculation has driven relevant influence and relevant influence has driven the prices of advertising. For example, television stations would charge based on CPM and relevant audience. They would make statements like: “our ad placement will have you in front of 65,000 people in this demographic”. The major difference is while they may have played your ad in front of that many people it would most likely just been eyeballs, sheer numbers game of hit the masses and through that mass pummeling there will be some form of financial return - just in sheer volume and numbers. However, stations could never tell you precisely who actually watched your ad, when they watched it, on what device, how long they watch it, what their actions were when engaging on the ad (did they click - did they click and exit - did the click and browse - did they click and proceed to another page - etc. and now with Klaunch reverse append data things like: where they male, female, child, adolescent - precise age, household income, party affiliation, graduation status, internet tribe, are children in the home, and on and on). There is no longer any guessing as to who is watching and when - everything is traceable, and not only that, but the engagement rates beyond the data are much more hyper focused engagement rates. When you’re watching television, listening to music, reading a paper, the actual engagement rate is variant and about 83% more distracted than that of a specific text. It’s not just eyeballs, it’s real, tangible engagement, laser shot and uninterrupted.
So what does this mean for national advertisers? It means they get roughly more out of a paired text based advertising than any other form of advertising. Let’s provide an example of returns of this type of text based advertising without providing names (although this is a real world experience). Example: A professional sports venue had an immersive text stream for their fans - they made it fun with news, information, interactive maps, giveaways, etc for the event. Out of event attendees 80k people, by promoting the text channel through ticket sales and other online branding and signage, they were able to get over 54% of the audience to participate. 80k x 54% = 43,200 people. A national advertiser was given the opportunity to send a single message to the captivated audience. The advertiser was charged 36 cents for the ad message in the message stream = 43,200 messages x .36 cents = $15,552 in cost to the advertiser. Messaging results were as follows 99.2% open rates, 49.2% click through rates, and 26.7% specific ad activation rates. The ad was a $29.95 offer delivered through text = 43,200 x 26.7% = 11,232 people activated the link for the ad. That’s 11,232 x $29.95 = revenue of $336,398 direct from the ad plus data that isn’t available anywhere else but through mobile/text. This produced a direct advertisement to revenue return of 20x ROI