Page 22 - AeM_Mar_2018

BEST PRACTICES & STRATEGIES

Are we facing the end of mobile advertising?

Although the percentage of mobile adblocking is still The same scenario wouldn’t work so well on the mobile
considered being quite low, compared to adblocking on Internet, because users aren’t equally willing to receive
desktops where almost every fourth computer is denying ads or grant access to their GPS data, especially if the
advertising, the next generation of mobile browsers advantages of an app - such as navigation, car-sharing
should be based on the "Coalition for Better Ads" and try use in the area, weather forecast at the place of
to block particularly disturbing advertising materials. residence etc. - are missing. What's more, large portals
Although, with pre-installed browsers including blocking already started to eliminate annoying advertising, like
functions, we could get the impression that the end of interstitials, since they can disrupt the user experience.
mobile advertising is near. This means for advertisers: 1) position your advertising
where immediate and tangible opt-ins are generated; 2)
In-app advertising as a way out test inventory on the mobile web against placements in
apps; 3) do not put more emphasis on intermittent
Depending on the market survey, mobile users are said advertising, instead test alternative formats for branding
to spend only 10-20% of their time on the mobile web, and sales-related KPIs.
since they are using apps as well for their known
benefits: Together with the installation, apps usually ask Interruption only "on demand
for permission to send advertisement and to use GPS
localization. As a result, it is not only possible to deliver Currently, the most effective advertising formats that
advertising material within apps to target groups, but also develop their branding and sales impact on the mobile
drive-to-store mechanisms. The advertising material is device are expandables, native formats and content
then not just based on geo-targeting (because users are ads:
addressed according to their location within the radius of
business X or restaurant Y), users can also click to get • Expandables are small format advertising media
navigated to the nearest shop or dealer - what they (about 320 x 50 or 300 x 250 pixels), which only
perceive in case of need as added value. enlarge when there is interaction. They are eye-
catching and generally not perceived as too
Keeping an eye on the quality of targeting disturbing.

22 March 2018 - Internet of Things (IoT) and Integrated Marketing