As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing. I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more
This post is also available on OPA's blog.
The online publishing market has evolved rapidly over the last 5+ years taking the world of marketing with it. We now have a set of tools and digital platforms at our disposal—from HTML5 to various social networks—that would make the guys from Mad Men choke on their martinis. 2012 will be no exception. What will shape the industry in 2012? Here are some critical tips to help marketers deliver meaningful brand experiences in the coming year:
Touch Points – Connected with Consumers Across All Devices: One of the biggest opportunities for marketers in 2012 is to surround the consumer with a consistent brand experiences across platforms—a concept that has demonstrated a multiplier effect. As a recent study from Nielsen/CBS Television City found, participants exposed to ads on multiple screens, had a 24% increase in brand awareness—jumping from 50% to 74%. Each experience should be unified to reinforce the brand story, but tailored to the medium to make the most of the channel’s strengths.
Creative Renaissance – Delivering Online Brand Experiences: Online is a terrific place for marketers to deliver strong brand stories rather than simply leveraging the platform for direct marketing. For example, in a... Read more