![Page 1: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/1.jpg)
![Page 2: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/2.jpg)
TYPICAL MOBILE FLAWS
A bunch of thoughts after more than 500 mobile campaigns in the CEE region
![Page 3: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/3.jpg)
WHY IS IT A TOPIC AT ALL?
![Page 4: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/4.jpg)
![Page 5: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/5.jpg)
The essential problem is that big companies
are not thinking about mobile in the right way.
“
”
Forrás: Sir Martin Sorrell, MWC 2016
![Page 6: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/6.jpg)
• Inhabitants in Prague are significantly more dependent
on their smartphone (72% never leave home without
their smartphone).
• Daily usage 93% at home, 78% at work, 77% on the
road
• Multiscreen: 33% are using their smartphone while
watching TV
• 46% of simultaneous use is looking at related content
• 77% search for more details of the product
WE FEEL NAKED WITHOUT OUR MOBILE
Source: Our mobile planet CZ by GoogleMilward Brown
![Page 7: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/7.jpg)
WATCHING TV THEN WATCHING TV NOW
![Page 8: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/8.jpg)
CONTENT IS CHANGING TOO
![Page 9: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/9.jpg)
ANOTHER APPROACH
![Page 10: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/10.jpg)
Forrás: Mary Meeker (KPCB)
TRENDEK
“Mobile advertising skyrocketed to $20.7 billion during FY 2015, a 66 percent hike
over the 2014 total of $12.5 billion”
![Page 11: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/11.jpg)
Forrás: Mary Meeker (KPCB)
TRENDEK
“Smartphones Drive Increased Time Spent with Digital Media for UK Adults.”
![Page 12: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/12.jpg)
THE MOST COMMON PROBLEMS
![Page 13: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/13.jpg)
“Mobile? Please don’t…”
“Oh yes but my website is not optimized for
mobile.”
“The client preferred outdoor…”
“Lower budget. We had to remove the last line from the plan.”
“Does it work?”
FIRST: APPROACH
![Page 14: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/14.jpg)
Most of the served mobile
banners are usually
blurred.
BLURRED BANNERS
![Page 15: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/15.jpg)
It is easy to avoid these
impressions.
BADLY IMPLEMENTED BANNERS
![Page 16: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/16.jpg)
It is easy to avoid these
impressions.
BADLY IMPLEMENTED BANNERS
![Page 17: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/17.jpg)
Good example when less would
be more. Brands sometimes are
unable to focus.
“CROWDED” BANNERS
![Page 18: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/18.jpg)
Yes, it is funny indeed, but only if you
don't work for Coca-Cola.
APP BOOST WITH OFFLINE TOOLS
![Page 19: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/19.jpg)
PROBLEMS WITH CREATIVE OR STRATEGY
![Page 20: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/20.jpg)
Sometimes media planners or
advertisers should send back
the creative agency’s banner.
SIMPLY BAD CREATIVES
![Page 21: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/21.jpg)
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE
![Page 22: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/22.jpg)
Great brands, poor idealess
creative production.
It’s a pity.
COULD HAVE BEEN MORE
![Page 23: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/23.jpg)
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE
![Page 24: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/24.jpg)
![Page 25: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/25.jpg)
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE…
![Page 26: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/26.jpg)
VIDEO = TV SPOT?
This is why the whole (video) production should change
too. Special version of the TV spot and unique contents
shooting specially for the digital channels are needed.
On mobile people ‘don’t have’ time
for a long content.
![Page 27: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/27.jpg)
… as Lipton did, special content for mobile
part of the campaign.
DO IT RIGHT WAY
![Page 28: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/28.jpg)
team? family.
VIDEO=NOW?VIDEO=THEN
![Page 29: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/29.jpg)
FORMATS, PLACEMENTS
![Page 30: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/30.jpg)
The more publishers try to maximize their
revenue, the less effective your campaign will be.
AWKWARD AD PLACEMENTS
![Page 31: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/31.jpg)
Format: 320x50 Format: 480x480 Format: 320x80 Format: 300x250
TOO MANY BANNER SIZES
![Page 32: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/32.jpg)
AUTOMATION
![Page 33: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/33.jpg)
Similarly to other big brands
Google still doesn't understand
mobile ads.
BEWARE OF GOOGLE ADS
![Page 34: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/34.jpg)
It is always funny to spot brand campaigns,
which are handled by PPC guys.
WHEN PPC GUYS WORK
![Page 35: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/35.jpg)
We really believe in automated purchases. But
human hands are always needed.
TOO MUCH AUTOMATION
![Page 36: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/36.jpg)
MOST OF THE ERRORS WOULD HAVE BEEN EASY
TO AVOID.
(DON’T GET US WRONG, WE MAKE MISTAKES TOO (ACTUALLY QUITE LOT) BUT AFTER 6 YEARS WE LEARNED HOW TO MINIMIZE THE
CHANCE.
![Page 38: Madhouse / Typical Mobile Ad Flaws (in Czech)](https://reader036.vdocument.in/reader036/viewer/2022062823/5873ceb41a28ab9d168b5d39/html5/thumbnails/38.jpg)
THANK YOU FOR YOUR ATTENTION!
email: [email protected] I web: madhouse.hu twitter: @madhousehu I facebook: www.facebook.com/madhousehu
LET’S SAVE THE WORLD FROM BAD MOBILE ADS!