Download - The New Rules for Mobile Advertising
THE NEW RULES FOR MOBILE ADVERTISING
Eric Franchi | September 2013
The Digital Advertising Industry Continues To Wait For The “Year of Mobile”
Consumers Aren’t Waiting For The Year Of MobileDevice purchase and usage continues to soar, leading to more media consumptionthan ever
Consumption Is Happening Across Many ScreensLeading to a longer “digital day”. PC during the day, smartphone and tablet in the evening.
Source: Undertone, 2013
But Have Advertising Dollars Matched The Eyeballs?No. The gap between time spent and advertising spend on mobile is significant.
Why? Have You Noticed A Mobile Banner Lately?Smaller ads make it hard for brands to stand out, and for publishers to capitalize on growing mobile traffic levels.
Not To Mention The Fact That It’s Hard To Execute!
Source: Undertone, 2013
We Need New Thinking For A New EraTake a page out of Jay-Z’s recent album release and create some “new rules”
RULE #1: Stop Thinking About Screens In SilosConsumers are moving from device to device. Let’s create advertising solutions to match
RULE #2: Improve Mobile Advertising FormatsLarger screens require bigger and better ads to break through
RULE #3: Follow The Early Leaders
Source: emarketer, 2013
Pandora
Other
Worldwide Mobile Ad Revenue Share by Company
Facebook and Google – who have about 70% market share - are creating solutions to reach consumers wherever they are, regardless of device
RULE #4: New Technology For A New EraHTML5 and responsive design are powering the new Web, creating “build once, run everywhere” sites and ads
RULE #5: Be Everywhere… But Be In Context
LOCATION based
messaging
TAP/SWIPE to engage
Deliver the right message to the right device
More Screens Are Coming. Be Ready To Capitalize.
THANK YOUEric Franchi [email protected]@ericfranchi | @accessundertone
