Wednesday, January 11, 2012

What not to do in mobile advertisin

Storm ChasersA campaign by Medialets

The industry is very focused on the how-tos of mobile advertising and what to do to ensure successful efforts. Now, here is a list of what not to do. 

The mobile advertising industry is maturing at a rapid speed and although there are a few noteworthy and jaw-dropping executions, there are also a lot of efforts that miss the mark. There are some common pitfalls that brands and marketers must avoid. 

“Making the consumer work,” said Joy Liuzzo, Washington-based vice president and director of InsightExpress. “I’ve seen advertisers use creative that is barely branded or with logos that are very small and tucked off into a corner and wonder why their ad didn’t perform as well as they would have liked.  

“This should be one of the easiest pitfalls to avoid, but too often we see advertisers sacrificing branding for other elements of the ad,” she said. “With mobile and even tablet screens being on the small side and time being a premium, most consumers are not going to take the extra second to squint to see who the advertiser is on their device.  

“Sticking with the tried and true [is another pitfall to avoid]. Mobile is new and exciting for consumers, providing them with potential new experiences and interactions each day. When advertisers take advantage of that and push the envelope with campaigns, it pays off more than if they stuck with a modified version of what they've done on other platforms.”

Elena Perez, director of marketing at Medialets, New York, said that one of the major pitfalls marketers need to avoid has to do with the buying process. 

Buying, creative, cross-platform
Ms. Perez said that brands and agencies should understand that mobile can be bought, planned and measured with the same quality, control and transparency they would expect from other media. 

“They may not realize that premium publishers have largely embraced mobile and are enabling direct sales of smartphone and tablet inventory just as they do for other media,” Ms. Perez said. “As such, mobile can be bought as an extension of a digital or traditional buy or purchased through a platform that enables completely transparent, direct buys across multiple publishers. 

“When planning and budgeting for creative development, it's important to be familiar with the differences in mobile creative versus online,” she said. “A fundamental distinction is that most mobile devices don’t support Flash. 

“That doesn't limit your ability to build interesting creative—on the contrary you can still create exceptionally rich ads for mobile with HTML5 and JavaScript—but it should be factored into the budget and plan.” 

The mobile device’s support for touch instead of clicks is important to remember, per Ms. Perez. 

Touch instead of click should be remembered within the ad copy, encouraging taps and not clicks.  

Additionally, brands and marketers need to remember that the mobile world goes beyond just iOS. 

“For all the buzz that iOS generates, brands and agencies should keep in mind that Android continues to gain market share – close to 50 percent of smartphone audiences, according to recent a Comscore Mobilens report – and represents a meaningful audience,” Ms. Perez said. 

“An effective mobile ad strategy, then, should think beyond the limits of the iOS audience,” she said. 

“Likewise, the ability to use one provider for both iOS and Android platforms, as well as mobile apps and Web sites, and smartphones and tablets makes the entire campaign process – from ad creation to delivery to the measurement of success – more efficient and cost-effective.” 
Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at

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