Good read from today: Three tenets: mobile moments, mobile-first ideas and mobile paid media.
As I’ve mentioned before, mobile succeeds at moments of inspiration (wants) + perspiration (needs). A moment of inspiration can be as simple as the need to be informed or entertained. Respect the fact users may be time starved or may be addressing you in grazing moments of downtime. Regardless:
- making it easy to consume your content (non-intrusive, clear, marrying the balance between the snack-able & the weighty);
- and not erecting barriers to pay off (long forms, poor navigation, too many steps on the user journey).
In a paid media context, the mobile moment base unit is still the view. Active sourcing of content does imply relevance creating targetable dimensions that go some way to (temporarily) resolving the challenges in tracking users across screens and properties.
Interesting move from Google as they continue to roll out their +1 rating/validation system: you’ll soon be seeing them in mobile ads.
For Google, this has the potential to open up a rich vein of preference based targeting. Relevance to interests consistently comes up as the number one way consumers want to be targeted. That’s often contextual…so fuzzy rather than well defined.
Despite the attempts to clarify, I’m still hazy on the mechanics. It sems you +1 the landing page which is then referenced to the ad unit which is then displayed to your friends. If that’s the case, there’s a limitation; you need to be logged into a Google service, right?
Now, the idea may be this will bring higher conversions from a more limited audience equalling better results. Or maybe the “friends” language is more about friends of common interest and the validation of the anonymous like minded masses is enough of a hook…which it very well may be.
Recently, the uber-popular music streaming service Pandora announced that half of their ad revenues came from mobile campaigns.
That’s huge. HUGE. It’s a testament to Pandora’s success in mobile and a sign of the growing acceptance of mobile advertising.
But, for me, the most important take away is the legitimization of delivering contextual advertising wrapped in ‘assumptive personalization’. I’ve argued that, in mobile advertising, there’s a fine line between being relevant and creepy.
While the promise of mobile is the ability to deliver a highly personalized message to a consumer at exactly the moment when it’s most relevant, there are plenty of challenges to actually executing on that.
1. Consumers don’t actually want location targeted advertising.
2. Common online tactics like behaviour targeting and re-targeting a very difficult in mobile. Not to mention the very real danger of bursting through that fine line…
However, targeting based on reasoned conclusions about a person’s interest based on the content they consume is both respectful of individual privacy and meets a relevance test that consumers have indicated they are willing to accept.
Well done, Pandora. This kind of thing is music to my ears.