So much has been made about the underinvestment of mobile as an advertising channel. The head of APAC marketing for Hewlett-Packard said at the recent Mumbrella360 conference that brands that have not optimised their websites for mobile are “driving with the handbrake on”. And broadcaster Mia Freedman lamented how mobile dominates the ‘time-spent’ stat, yet only received 15 per cent of advertising spend.
I don’t blame her.Even despite ‘mobilegeddon’ being here to stay, it still seems that the normal response to add mobile to a plan has long been, and will still involve, taking a tiny portion out of the usual display budget and using a poor quality gif, or the accidental click-magnet MREC.
Despite this, it seems like the online advertising market has changed, with most marketers actually gravitating to larger mobile spends almost at stealth, without even realising it. The digital online advertising market is essentially resetting as we speak.
This has been seen plainly through the incredible growth in Facebook revenue which has been mostly driven by mobile. This has largely been through the simplicity of their native newsfeed ads which has driven this uptake. The reason why most people don’t even realise it, is because the native newsfeed ad was originally sold in as a simple desktop solution.
It was a really neat trick Facebook played on us – something they are awfully good at. It’s almost like that Facebook environment has been the testing-ground for the mobile ad-strategy of today.
Accounting for the obvious targeting which you can apply with mobile and the complimentary role that it can play with other channels; the ease of running the native ad format on desktop, tablet and mobile with no change the creative shows why Facebook has become so dominant.
Not far behind are the likes of Twitter, Yahoo, Linkedin, Outbrain, TripleLift and AdsNative who all have what seems to be the ‘killer ad’ for a mobile first world whilst also being able to cater for all other devices. This part is particularly important given the crazy amount of device sizes.
This also applies to video which has the chance to break away from the usual TVC’s masked as five-second True-View ads/15/30 second pre-rolls allowing the users to judge the success of the video in-stream, immediately with a swipe.
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