ING Rich Media Campaign →
I’m excited to see some coverage of this campaign from ING. It’s a great example of introducing game, social media and in-unit conversion elements into expandable rich media ads. I’m biased since I was involved but I think it raises the bar for mobile rich media in Canada. There’s more of this kind of thing coming.
Premium or Commodity: The 1st Battleground for...
So here’s an interesting and, ultimately, positive development. Digiday reports that many leading US publishers are resisting turning over their mobile inventory to ad networks and selling it directly. The main reasons seem to be understandable distaste at sharing mobile ad revenue and the fight to protect price premium against a commoditization of inventory. Networks, blind or partially...
The Benefits of Raising The Bar on Mobile Creative
Check out this chart from Dynamic Logic showing the massive swings in effectiveness between the top and bottom performing mobile ads. Now, this shouldn’t be surprising. By definition, better performing ads should lead to increased awareness, favourability and intent. From AdAge: So what’s the difference between the two groups? Creative. The top performing ads had strong calls to...
Mobile Ads on Mobile Sites. Makes Sense Right?
Or apparently not. This is a couple weeks old now, but I doubt much has changed. It seems that only about 40% (38.6% to be exact) of publishers are monetizing their mobile sites with advertising. This seems odd. Since most publishers make money from ad revenue… I can understand the argument that they want to learn how to drive the best mobile ad experience first. Or that the audience is...
5 Questions (and good answers) About Mobile...
Check out this video interview with the head of Euro RSCG London. He offers a balanced view on 5 key questions in the mobile ad space. Questions and their video time stamps below. The real moment of clarity is in response to the final question where talk turns to agency willingness to play in mobile limited by a nascent understanding. The ball’s in the mobile enabler’s court to...