Innovation in Media: How to make mobile the monster it should be
It’s not rocket science, folks: Go mobile-only and replace those stupid desktop ads with mobile-friendly formats and contextually relevant ad messages.
Go mobile-only and replace those stupid desktop ads with mobile-friendly formats and contextually relevant ad messages, he writes.
A mobile-first strategy is all about timing; it has nothing to do with platform-appropriate content. It is (past) time for “mobile-only”.
The “mobile-only” approach recognises two immutable realities:
1. By 2021, nearly 90 per cent of all internet traffic will be from smartphones, according to market intelligence company DazeInfo. Mobile will account for 40 per cent of web traffic in 2016, up from just 17 per cent three years ago, according to internet statistics company Statista.
2. Only mobile content and advertising that are totally unique and tailored to the mobile experience will succeed. Consumers are not tolerating desktop content squeezed onto a smaller screen; they want content that matches both the attributes of the platform and the unique expectations of mobile users.
Find out more in the Innovation in Magazine Media mobile chapter extract which includes a size-point guideline on how to create mobile-only content, case studies, and descriptions of each of the International Advertising Bureau (IAB) recommended mobile ad formats.
Innovation in Magazine Media World Report takes a look at the ground-breaking, out-of-the-box, the downright offbeat and just plain useful thinking from the industry’s greatest proven success stories.
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