It’s Not Digital – It’s Mobile

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ADOTAS — One of the biggest mistakes advertisers can make is to assume that the content they create for one platform can quickly or easily be reused across many. The truth is that broadcast, digital, mobile and social each have their own rules of engagement, challenges and metrics for success.

With mobile on the rise, marketers face the challenge of determining accurate success metrics and developing effective campaigns for a new medium. They go back to their tried and true, and end up approaching mobile advertising as they do digital.  However, when it comes to consumer engagement, mobile is an entirely different beast. For marketers, the mobile shift may prove to be beneficial; mobile offers certain benefits and touch points that cannot be found on digital.

Here are three mobile differentiators advertisers should consider:

1. User experience and share of screen

When creating a digital ad, advertisers focus on reach and number of unique users based on extensive cookie data. For mobile advertising specifically, cookie data is not as scalable due to Android and iOS restrictions or spotty user information. However, according to Nielsen’s 2012 Mobile Mediaview, mobile usage remains constant during waking hours, indicating that our massive consumer base is already there. Taking these factors into consideration, then, we have to shift our digital direct response mindset to focus on how to best interact with those users and how to create an engaging user experience while attaining high share of screen.

Unlike digital ads where the user is limited to views and clicks, mobile offers multiple touch points that allow users to directly engage with the ad, customizing the brand experience with their own fingertips. This interaction creates a tactile experience that draws the user in, drives engagement and increases brand awareness. Another significant difference between digital and mobile is simple: Advertisers are working with smaller screens, so ad size matters when it comes to striving for seamless integration. Too big, and it gets intrusive. Too small, and your message goes unnoticed. Snackbar, a creative mobile unit recently developed by Appsnack, automatically populates to 10 percent of a screen’s size, adapting to different mobile devices and providing 100% visibility, ultimately making the advertiser’s job easier without sacrificing user experience. The results showed that Snackbar outperformed standard IAB units – ad sizes meant for digital – by four times.

In short, making mobile ads more accessible and easier to view delivers higher consumer engagement, brand value and overall impressions. When we focus solely on digital success metrics and ad formats, we end up disregarding what makes a successful mobile campaign.

2. Frequency


Source: Nielsen Mobile Mediaview, July 2012

Digital advertising is limited in its window of opportunity, forcing marketers to focus on saturation and efficiency. Unlike laptops and desktops, mobile devices are always on and pocket-able, providing advertisers with a much larger time span to present their message. This allows for instantaneous engagement and makes mobile ubiquitous in penetration and use – even during the workday. A recent Forrester study also found that 86 percent of connected users reach for their mobile device rather than their laptop to engage on the internet.

These differentiating factors between the two mediums require a pivoting of frequency. Rather than honing in on how to be efficient in a small digital window, advertisers should focus on taking advantage of the large opportunity to engage consumers and increase brand recognition.

3. Different modes of audience targeting

In digital advertising, several types of audience targeting have proved successful, though these tactics may be hampered in mobile advertising. Without ample, scalable cookie data, targeting tactics such as behavioral or retargeting are severely limited – at least for now.

So, it’s tempting to apply digital targeting to mobile targeting. Even though our industry has evolved toward mobile, we have yet to solidify resources for accurate targeting. However, if we were to pigeon-hole our success metrics solely to clicks and views, the results wouldn’t encompass all of mobile’s beneficial features. An exceptional mobile plan should include creative that will engage consumers, drive user interaction and ultimately maximize brand recognition. This ensures top-of-mind brand message recollection – which is the ultimate goal of any campaign.

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