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The 5Cs of Really Great Content Marketing (h/t om)
In a mobile context, brand marketers who fail to exploit the opportunities and insights offered by rich media are missing opportunities to leverage content they’re creating.
(via infoneer-pulse)
2/3rds occurs at home and activity increases throughout the day, peaking in primetime.
There are encouraging data points on mobile video sharing and advertising impact. Also highlights how most video viewing happens with other screens in the room.
If you look at successful mobile ad campaigns, a few common themes emerge: thoughtful targeting, actionable moments, device-centric interactions and snackable content (gesture navigation, video and other media content, etc…)
They are also focussed on a very singular objective that can be conveyed or absorbed quickly.
Most ad channels aim to capture someone’s attention for about 15-30 second dwell time with the brand.
Don’t re-invent or over-complicate.
There are some examples here.
Lego Shadow Ads
Love this campaign.
I could see it as a really nice mobile rich media unit as well.
A simple yet right on point message. Very memorable.
Exhibit A: why people say mobile advertising is intrusive and there are false clicks.
Meet “the sticky”. The IAB’s Rising Stars has rebranded it as the “adhesion (maybe adhesive) banner”. The premise is that it follows you down a page, disappearing when you scroll, reappearing when you read.
I’ve yet to find a regular (non-industry) person who doesn’t think it’s irritating. And hopefully I’m not the only one in mobile ads who feels this way. Advocates will likely say it gets attention.
Really, it’s a failure of imagination.
I hope I’ll be able to share more of this data in time, but for now let me tell you something that shouldn’t shock you.
The biggest spenders in mobile advertising are the same companies who spend the most in other channels…for the most part: automotive OEMs and services, Banks, Telcos, Big Retail, Entertainment.
People who’ve got Smartphones and Tablets spend a lot of time with them. There’s some incremental reach opportunities, certainly. But if you are concerned about being where your customers are, then mobile’s a key cog in the frequency / exposure machine.
There’s an article in Media Post today challenging the industry to get a better grip on what we’re talking about when we criticize mobile ads succumbing to false clicks due to errant taps and/or bots gaming the system.
I’ve argued in the past that this syndrome is more common in network or long tail commodity inventory due to cost-per-action monetization or app store ranking manipulation.
But it would be extremely useful for anyone with skin in the mobile advertising game to get a clear read on the degree of impact false clicks have by:
This eMarketer highlights findings from a study that’s been making the rounds suggesting 40% of mobile clicks are fraudulent. This is not the first study with such findings.
Two observations:
- it’s interesting how these studies nearly always focus on inventory from ad networks where long tail inventory and CPA and/or CPC pricing models dominate.
- these studies often acknolwedge that click generating bots or zombie mobile devices looking to game app store rankings are responsible for a lot of the fraudulent activity.
Article headlines and the characterization of these studies sensationalize the challenges of legitimate brand-sell mobile advertising. So I offer two other observations:
- this is as much, or more so, a problem about curation and discovery in app stores as it is one about mobile advertising.
- marketers considering, or actively using mobile advertising, should at least re-evaluate the role of commodity networks vs. premium publishers in their media mix.
The eMarketer piece does raise the inventory quality question.
Disclosure: I work for a media company that would be considered a premium publisher. I admit and stand by my biases. Do these studies?
And yes, I’ve posted more or less this same thing previously. But this study is getting a lot of mileage so deserves to be addressed again.
Admittedly these are tiny, margin of error, leads. But it’s the trend that’s worth noting.
Equally interesting would be to get a read on incidence of concurrent TV and mobile media consumption. Though with the emphasis broadcasters and advertisers are starting to put on companion viewing plays, I imagine we’ll get a really good picture of that soon enough.
If you want to buy mobile advertising inventory cheaply, that’s easy enough to do.
People are vacuuming up mobile content to the point demand may forever be playing catch up to supply. That will definitely drive price down. It’s cheap because it’s plentiful.
The other reason things are inexpensive is because they’re poor quality.
Only one of those factors is a buyer’s advantage. If you’re buying mobile inventory really cheaply, maybe it’s worth asking who’s got the advantage.
I spy a Mobile Ad.
:)
