‘Mobile advertising is the next big thing…’ How many times have we all heard this statement?
While the industry continues to tout this disruptive idea, publishers and advertisers are left wondering what it will really take to bring mobile advertising to the next level. Current industry effective CPMs hover around $0.75 on mobile, compared to $3.50 on the desktop, making sustainability a key consideration for the industry. Clearly, there is a disparity between desktop and mobile advertising that needs to be addressed before brands will be able to fully utilize and embrace the small screen.
Since mobile advertising first emerged on smartphones with the basic and very limited 320x50 banner, the recent introduction of in-app contextual ads and innovative native approaches have begun to move the needle for advertisers. Recent reports indicate that mobile ads have finally begun to mature to rival their desktop counterparts due to significant advancements in mobile ad technologies, fueling the transfer of eyeballs to the small screen. In March 2013, MotorTrend and Chevrolet announced results from a native mobile ad campaign that supports the notion that mobile ads have finally matured, reporting a 37% engagement rate, 3x over industry benchmarks for mobile. I would argue that native ad experiences (those that are organic to the content experience and leverage the native capabilities of the device) are the future of mobile as a media platform and are imperative to making consumer brands as contextually relevant as possible to their target audiences.
Why is Mobile the Next Advertising Frontier? And why mobile over desktop? With nearly 110 million mobile smartphone subscribers and 30 million tablet users in the US, consumers are accessing content anytime, anywhere. As this trend continues, every publisher invested in mobile needs a more comprehensive monetization strategy that better addresses the unique consumption patterns of mobile users. It is not enough to simply apply the old ad formats from the web to mobile. Today, savvy publishers are going deeper to create engaging ad experiences for consumers.
Here are a list of native advertising capabilities that lend themselves to providing a more enhanced brand experience for advertisers, publishers and consumers:
In-Stream Advertising – This truly native ad experience mirrors editorial content and is delivered alongside existing content. This type of advertising is even more relevant on a mobile device because it satisfies an immediate content request in a short window of time. People don’t have time to click through a banner ad to an inconsistent content experience.
Real-time Ads with Dynamic Text – This innovation feeds real-time, dynamic text into rich media ad units on mobile devices, providing users with timely information such as breaking news, online deals and even stock information.
Geo-location – The device’s native capability allows brands to tap into geo-location information to drive action such as providing users with the ability to search for the nearest store location to drive foot-traffic and ultimately sales.
Passbook integration – This is another device-specific native feature on iOS that allows brands to present users with relevant coupons, gift cards and travel documents that need to be easily accessible while on-the-go. When coupled with geo-location now brands can deliver real-time deals to nearby devices and save them into Passbook in the form of coupons, boarding tickets and itineraries.
Long-form Content Modules – Since users often have the time to browse on mobile during downtime throughout their days, why not invest them in your brand through singularly focused, interesting content that captures and holds their attention? Here, brands have the opportunity to act as publishers by providing content that keeps people engaged.
Branded Loading Screens – This organic ad unit is engrained into the app itself and begins the brand experience as soon as the user launches the app, providing an elegant “presented by” content sponsorship that users of free apps and mobile content will value.
Save to the Home Screen Feature – This enables users to revisit branded content and to reengage with the brand at a later time. This is significant, as mobile users may not always have the time to interact with branded content in real-time.
How Do Publishers Drive Value for Brands? And how do advertisers better serve consumers? By combining several of the features above into a cohesive brand experience, one can only imagine the possibilities they will be able to unlock for on-the-go consumers.
Imagine a first-time mom sitting in a doctor’s reading an article about the top elementary schools in the Parenting app and being served a real-time Target ad that talks about a new sale on school supplies. She can click on the ad, pull up the promotion flier and be provided with the school supply shopping list she can save to Passbook, and is then presented then with local Target stores in her area along with coupons where she can pick up the items after her doctor visit. This is powerful advertising.
The global mobile advertising market will generate revenues of $12.8 billion in 2013, according to the latest research published by Informa Telecoms & Media in its “Mobile Advertising: Global Market Analysis and Forecasts 2011-2016.” That’s up from $8 billion in 2012. eMarketer also projects that U.S. mobile advertising will be at $7.28 billion industry in 2013. As people move away from their hardwired desktop computers and take on a mobile lifestyle, advertisers will need to shift strategies and adopt a better way to reach consumers on their most trusted personal computing devices – the ones that fit in the palm of their hands.
Ken is the CEO of Zumobi and has been actively involved in the development of mobile as a media platform since 2002. Read the full article on Wired here, and visit Zumobi.com to learn more about Zumobi’s award winning ZBi ad technology.
Zumobi is a leading mobile media company that partners with top media brands to publish applications and provide integrated advertising experiences on next-generation smartphones and connected devices. Zumobi’s portfolio of applications comprise The Zumobi Network, a premium mobile app network that offers brand advertisers a high-quality, transparent and brand safe environment to showcase their brands and engage with their audiences. Through Zumobi’s Brand Integration (ZBi) rich media ad platform, the company enables leading advertisers to truly connect with consumers in a way that is highly immersive, yet organic to the app experience. To learn more, visit www.zumobi.com or follow Zumobi on Twitter @Zumobi.
Richard L. Tso Barokas PR for Zumobi Zumobi@barokas.com (206) 264-8220