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An hour of television is sometimes taken up by 20 minutes of commercials; a page of the internet can often contain up to 16 ads; and almost every mile of highway has at least one billboard. With over-saturated advertising like this, it's no wonder consumers have learned to just block advertising out.
Advertisers are fighting for share of voice in traditional advertising media, where they are forced to share space with their competitors and end up just being part of the white noise in the background of consumers' minds. However, there is one channel where advertisers can achieve a greater share of voice in an uncluttered environment -- mobile.
The mobile web page can't be cluttered the way the traditional internet page can, so each ad unit is more meaningful or, at the very least, more likely to burn into a consumer's synapses. Mobile simply delivers a share of voice that just isn't possible in most traditional media.
Take, for example, mobile campaigns that ran during Super Bowl XLII. The Super Bowl represents complete over-saturation of advertising. Everyone is trying to make the most memorable impression, but some brands were able to do this simply by leveraging the mobile device. For example, Budweiser held the "Bud Bowl," and asked viewers to text in to vote for their favorite commercial; Hyundai's mobile advertising campaign ran on Super Bowl Sunday to coincide with the auto manufacturer's television ads featuring its new luxury vehicle, the Genesis. Hyundai's program featured banner ads that ran on an operator's mobile portal and clicked through to the Genesis mobile website, where consumers could download wallpaper featuring the new vehicle, as well as ringtones featuring its engine's "rev."
The campaign received a 3.41% clickthrough rate, which is more than double what most traditional internet campaigns receive, and 11% of people who clicked through the Hyundai banner ad downloaded the "RevTone." The one-page, one-ad environment guaranteed Hyundai a share of voice the auto manufacturer just couldn't achieve on other media. Additionally, Hyundai was able to capitalize not only on Super Bowl Sunday, but thanks to downloadable content, it also continued to make an impact even after the ads stopped running!
So where next?
Some industry observers (most of whom are not mobile specialists!) have predicted that clickthrough rates and returns from mobile advertising will level off once the medium becomes more mainstream -- citing what happened online as evidence.
We've yet to see this transpire. Mobile keeps performing, thanks to the lack of clutter. With screen sizes growing, the canvas is expanding, and the temptation is there for mobile publishers to cash in as more brands enter the space. However, this would devalue the medium for publishers and advertisers alike, and drive consumers away in droves.
In the short term, publishers must strive to make the mobile medium as accessible to consumers as possible. Consumers realize that quality content cannot always be free, and that advertising is necessary. So instead of replicating the internet by having 10 simultaneous messages competing for your attention on a page, the ideal on mobile is that just one rewarding and relevant brand appears.
As the medium grows, innovative mechanics will be introduced that make mobile work harder than any other part of the marketing mix. The mobile device will remain uncluttered, as long as media networks continue to enforce strong user experience principles, and it therefore presents an unrivalled place for brands to stand out from the crowd.
Source: imediaconnection.com
Advertisers are fighting for share of voice in traditional advertising media, where they are forced to share space with their competitors and end up just being part of the white noise in the background of consumers' minds. However, there is one channel where advertisers can achieve a greater share of voice in an uncluttered environment -- mobile.
The mobile web page can't be cluttered the way the traditional internet page can, so each ad unit is more meaningful or, at the very least, more likely to burn into a consumer's synapses. Mobile simply delivers a share of voice that just isn't possible in most traditional media.
Take, for example, mobile campaigns that ran during Super Bowl XLII. The Super Bowl represents complete over-saturation of advertising. Everyone is trying to make the most memorable impression, but some brands were able to do this simply by leveraging the mobile device. For example, Budweiser held the "Bud Bowl," and asked viewers to text in to vote for their favorite commercial; Hyundai's mobile advertising campaign ran on Super Bowl Sunday to coincide with the auto manufacturer's television ads featuring its new luxury vehicle, the Genesis. Hyundai's program featured banner ads that ran on an operator's mobile portal and clicked through to the Genesis mobile website, where consumers could download wallpaper featuring the new vehicle, as well as ringtones featuring its engine's "rev."
The campaign received a 3.41% clickthrough rate, which is more than double what most traditional internet campaigns receive, and 11% of people who clicked through the Hyundai banner ad downloaded the "RevTone." The one-page, one-ad environment guaranteed Hyundai a share of voice the auto manufacturer just couldn't achieve on other media. Additionally, Hyundai was able to capitalize not only on Super Bowl Sunday, but thanks to downloadable content, it also continued to make an impact even after the ads stopped running!
So where next?
Some industry observers (most of whom are not mobile specialists!) have predicted that clickthrough rates and returns from mobile advertising will level off once the medium becomes more mainstream -- citing what happened online as evidence.
We've yet to see this transpire. Mobile keeps performing, thanks to the lack of clutter. With screen sizes growing, the canvas is expanding, and the temptation is there for mobile publishers to cash in as more brands enter the space. However, this would devalue the medium for publishers and advertisers alike, and drive consumers away in droves.
In the short term, publishers must strive to make the mobile medium as accessible to consumers as possible. Consumers realize that quality content cannot always be free, and that advertising is necessary. So instead of replicating the internet by having 10 simultaneous messages competing for your attention on a page, the ideal on mobile is that just one rewarding and relevant brand appears.
As the medium grows, innovative mechanics will be introduced that make mobile work harder than any other part of the marketing mix. The mobile device will remain uncluttered, as long as media networks continue to enforce strong user experience principles, and it therefore presents an unrivalled place for brands to stand out from the crowd.
Source: imediaconnection.com
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