January 10, 2012
A 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.”
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