How do brands balance the act of innovation and intrusion when battling for user’s attention? How do publishers better monetize rapidly growing mobile traffic without compromising the user’s content journey with something that looks like a three-ring circus of colliding ads? What do type of mobile ad formats do consumers actually prefer?
Last week Google, Celtra, PadSquad and Airwave/OMD joined the IAB to discuss how to create beautiful and meaningful mobile ad experiences that consumers actually value.
ICYMI, here are some key take aways!
1. Most people in the U.S. are using their mobile phones. This year, there will be 262M mobile phones users which represents 80% of the U.S. population consuming content on their mobile device. Why is there still such a mismatch of mobile ad content to mobile ad experiences?
2. Digital creativity has been lost. Marketers are not investing nearly enough in their mobile creative—90% of spend goes to the media buy while only 10% goes to the creative development. Did you know? 55 cents of every dollar spent on mobile ads is wasted to poor mobile ad experiences.
3. R-E-S-P-E-C-T: Mobile users are well-informed, more savvy, and selective with their time then ever before. In a way, ad blocking is our fault as an industry. We took advantage of our most prized asset—the user—instead of innovating beyond bad advertising. We accepted display standards and forced them on the smaller screen. Invest in creative that is right for the user and their environment. A recent IAB study has proven that polite ad formats help boost awareness, ad recall, and purchase intent, outperforming the standard 320×50 expandable banner.
4. Form + Function Matters: A good mobile advertising experience has the perfect balance of form and function. Simply put, mobile consumers want control over their UX. It’s no surprise that innovative ad formats, like the interscroller, that are powered with a simple scroll to reveal and dismiss prove to be more effective that disruptive overlays and pop-ups. Net, net…the introduction of a brand ad can make or break the entire experience but that doesn’t mean that the content should be ignored. Keep the content/design clean but interactive. Add value to your brand storytelling with device features that enhance, not distract, your overall message.
5. Take ownership. Publishers and marketers need to demand smarter mobile solutions from their partners. There may be short term costs of moving away from disruptive ad formats but in the end, delivering a premium advertising experience will result in a happy, engaged audience and better ROI.
Learn how to make mobile advertising welcome! Listen in on the full webinar recording here: http://bit.ly/29QoBCU