This article from AdAge: (http://adage.com/article/news/marketers-crack-mobile/293249/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1401113818) talks about how mobile is the "next frontier". Basically, that consumers are spending more and more time on their phones but advertisers are very slow to catch up to them with their spending.
"Mobile is, without a doubt, the first screen for a great many users. Consumers spend 23.8% of their time with media on mobile devices each day, according to eMarketer, compared with 37.2% with TV. It may soon surpass TV as the screen claiming the most consumer time."
"And yet ad spending remains almost the mirror image. Advertisers spend 17¢ on TV for every hour of U.S. adult consumption of the medium; they pour 83¢ into each hour spent with print. For mobile, it's 7¢, according to eMarketer."
"Advertising, like any institution, can move glacially. Brands and agencies are just getting comfortable with SEO and banner ads, tactics now becoming obsolete."
What this says is that first movers are going to figure out the formats and tactics that work best, prove excellent results, and then when the mass market copy cats those tactics consumers will have already been bored with it and performance metrics will tail off.
"What marketers expect from the device is shifting markedly as well: They want engagement, not simply impressions."
Currently, the most popular and least effective form of mobile advertising is the mobile banner. Everybody realizes that it is not working and are looking for new ways.
Smart publishers are implementing sponsored content. In stream Native content that blends with the mobile publisher's site. But what if your most effective messaging is not in words but in pictures and videos instead?
Take a look at CheckM8's Page Roll format for phones, tablets & desktops: http://goo.gl/FevXa1
**scroll to view the Aveda video. It only plays when in view of the user and pauses when out of view. Notice the branding "leave behind" when the video ends and collapses.
CheckM8 also developed a more effective video banner that responsively adjusts to the device (desktop, tablet *& phone). See what Tim Tebow has to say about T-Mobile: http://goo.gl/l8AN1Y
Take a look at CheckM8's Page Roll format for phones, tablets & desktops: http://goo.gl/FevXa1
**scroll to view the Aveda video. It only plays when in view of the user and pauses when out of view. Notice the branding "leave behind" when the video ends and collapses.
CheckM8 also developed a more effective video banner that responsively adjusts to the device (desktop, tablet *& phone). See what Tim Tebow has to say about T-Mobile: http://goo.gl/l8AN1Y
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