During our most recent webinar highlighting results from our Full Year 2015 Mobile Benchmark Report, I provided insights and key takeaways to help brands make the most of mobile advertising. At the end of the webinar, I responded to several questions that were asked from the attendees. Here are three of those questions (and answers).
Q: What has been the impact of simultaneous multi-screen viewing on the amount of attention consumers are actually paying to mobile devices?
A: Simultaneous media consumption is fragmenting consumers’ attention – impacting not just mobile marketing but marketing across all channels. In the age of the omni-channel consumer, advertisers need to be smart and recognize which devices their customers are using to consume content. That knowledge can dictate how long a video should be or the type of ad format the brand should use. Without a doubt, mobile has disrupted consumers’ attention more than any other platform. It has disrupted how, when, and where consumers access content – equilaterally pulling their time and attention away from television, print, and desktop Internet. devices. Just look at how much content that was previously considered exclusive to the television is now being consumed on mobile devices.
Q: What’s one way targeting has changed due to mobile devices?
A: Beyond traditional forms of targeting, mobile itself has amplified aspects of targeting due to the immediacy of information offered up by the device. For example, advertisers can target devices that are “on the move” vs. those that are “at rest.” With mobile, more granular geo-targeting (down to a very narrow “geo-fence” or even more finite) is often what drives results.
Q: What are some of the more creative executions advertisers have used that leverage mobile only features?
A: It’s essential for advertisers to take advantage of a consumer’s ability to interact with their device(s). We’ve seen advertisers use a “tap to add to calendar” feature to save a mobile coupon or special that’s tied to a specific date. In another campaign, an advertiser used the accelerometer to encourage consumers to “shake” a static beverage bottle in effort to to show the product pouring out. Additionally, some advertisers have used haptic features of mobile devices to have the phone vibrate or provide physical feedback based on where the user touched the screen.
Ultimately, it’s about providing an experience beyond just the ad view.