As mobile evolves from a top-of-funnel device to a bona-fide point of purchase, brands are beginning to deliberately link their mobile display ads to destinations that drive transactions, such as e-tailers. Sectors with high concentrations of brands selling wholesale have doubled down on e-tailer linking, according to Gartner L2’s mobile marketing report. For example, the share of display ads linking to e-tailers within the consumer electronics sector climbed from 7% in 2016 to 14% in 2017.
This is especially true on mobile: 15% of mobile display ads in this sector linked to an e-tailer site last year. However, the study finds that only a handful of brands optimally deploy marketing resources and streamline their mobile commerce experiences.
Consumer electronics brand GoPro illustrates effective linking tactics with its mobile display ads. Despite its recent market woes, GoPro drives sales by linking content to Amazon, showcasing a strategy that other brands can co-opt. Last year, when the brand launched its HERO6 camera with a live event broadcast on YouTube and Facebook, the stream attracted more than 700,000 viewers.
GoPro pushed a mobile-specific strategy, using its mobile advertisements to drive conversions and awareness. An impressive 37% of GoPro’s mobile display ads directly linked to Amazon, compared to 22% of desktop display ads. This linking strategy aligned well with Amazon’s mobile-optimized site and mobile-savvy customer base. In the week after the product launch, the brand saw a spike in its Amazon performance and its product climbed into the top ten Best Seller list in the Camera & Photo category on Amazon.