Friday, July 26, 2013

Mobile marketers must reach for the stars

The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like.

Consumers want choice, control and relevance if they are going to interact with a brand. If an ad’s easy to ignore, it will be; if it intrudes upon consumers’ content, they’ll naturally start to resent the brand that’s interrupting them.
Give mobile users choice over whether and how they view an ad, however, and brands can achieve the recognition (and even the affection) that traditional mobile advertising has so signally lacked.
A new generation of mobile ad formats is doing exactly this, and by empowering the consumer to choose whether or not to engage with advertising, is achieving stellar results in consumers’ brand recall and perception.

These are the US Interactive Advertising Bureau’s “Mobile Risings Stars” ,five brand-friendly units developed by ad agencies, publishers and other media organisations over the last two years and adopted into the official IAB Standard Ad Portfolio this June.
According to new research, the performance of the Mobile Rising Stars is the strongest evidence that creative ad formats far outshine traditional banner advertising.
The study compared the same advertising creative from cookie manufacturer OREO, displayed in both traditional banner and the six new Mobile Rising Stars formats such as the “Slider” and the “Film Strip”,
The study compared the ad interaction and brand uplift of static banners with Mobile Rising Star formats, which provide a mix of in-content, expandable, pushdown and overlay advertising, all incorporating rich media functions.
The standout finding from the research, for me, concerned brand recall: almost every user(98%) who viewed a Mobile Rising Star ad recalled the name of the brand advertised – almost a fifth more than those who viewed the standard mobile banner ad.

Furthermore, those who interacted with a Rising Star ad were 23% more likely to recall the brand messaging than those who viewed a traditional static banner. This is powerful evidence that consumers want to be able to control whether or not they initiate and interact with ads.
The more marketers respect this desire and enable user-controlled ads, the more consumers are able to engage with ads on their own terms, and the better and more memorable their experience of that particular brand.
In such a competitive, crowded and noisy marketplace, these figures for brand recall could be justification enough of the new ad formats – but there is plenty more this new generation of ad formats offer to marketers.
Interaction rates for Mobile Rising Star ads were almost double those of standard banner ads. They also inspire consumers to engage much earlier with the ad format, with consumers engaging with a Mobile Rising Star formaton average 26% faster than with traditional banners.

These results, highly encouraging as they are, only describe the influence that they have on consumers. They don’t explain how consumers feel about the new ads. And what is perhaps most revolutionary about these new forms of mobile advertising is that people actually like them.


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