As the list of the devices we use per day increases every year, the need for mobile industry to keep innovating its mobile advertising also increases. Even though mobile industry has tried during the last years to face all the challenges related to mobile advertising, ad innovation is still lacking and it is time the mobile industry to do something about it; fulfill the required demands and create new opportunities if they don’t want to lose their customers over time.
According to a Mashable article by Ari Brandt, there are four rules mobile industry must follow:
1. Leave old ad methods behind
“Advertisers need to stop adapting old desktop strategies and products to mobile by reducing the size of the unit and calling it good enough for mobile. Some ad formats, specifically banner ads, interstitials and pre-roll, need to be tossed out entirely,” Brandt suggests. According to him there are several ways mobile platforms differ from desktop platform and that is why the format of the ads should be completely different as well. Besides, mobile ads are damaging various brands as they are ‘poorly implemented,’ ‘intrusive,’ ‘doubly distracting,’ and ‘irritating.’
2. Take advantage of unique mobile capabilities
He goes further and suggests that mobile companies shouldn’t just trash the old ad methods but rather look for ways to improve the mobile by using its unique technology efficiently. Since more and more mobile companies are continuously taking the touch pressure technology further, advertisers need to do the same and keep up with technology in a quick manner in order to attract more customers and make their brand stand out.“Brands need to use more than just sight to make user interactions exhilarating and memorable. Take it to the next level with sensory marketing that stimulates the senses with touch and sound and leverages vibration, which users are already pre-conditioned to respond to.”
3. Put the consumer first
In order to keep customers entertained and get their time and attention advertisers need to innovate, to enhance customer’s experience, and use all the data they get to better understand, interact, and get to know their customers. The better insight advertisers get from their customer’s experience, the more chances they get to add value to their brand.
4. Leverage new measures of campaign success
Advertisers need to find a better way to measure whether their ad campaign is being successful or by not basing their metrics solely on viewability because viewability, as Brandt says, ‘should have been a given from the beginning.’ “There are leaders in the mobile advertising industry who are already working on more relevant metrics for engagement than viewability or click-through-rates, such as dwell-time, attention, interactions, purchase intent, brand favorability measures and more. Others are diving deep into neuro-marketing to understand how consumers' minds and bodies react to mobile brand experiences,” Brandt writes.
Back in 2013, a study by the Internet Advertising Bureau (IAB) showed that the average mobile advertising budget of $242,750 was twice as much compared to the average mobile advertising in 2011 and predicted that 74% of 300 US marketers surveyed would spend more on mobile advertising in 2014 and 2015. According to founder and chief executive of digital agency R/GA Bob Greenberg mobile is the main connection between a brand and its consumers, and mobile companies that are going to be able to deeply understand and face all the challenges thrown at them will have big advantages. “I believe that 2014 and 2015 will bring major changes to advertising, and mobile will play a central role in that disruption,” Greenberg said.
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