Mobile ad problem marketers how to get them into the consumer domain

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Technology companies are betting on mobile advertising as consumers shift their attention from print media and television to smartphones and tablets, the news of July 29, NetEase Science and Technology, reported. Yahoo's recent takeover of Flurry is a bet on new revenue streams, because it is unclear who can control the advertising budget in the new revenue stream.

Even if smartphones and tablets give us more attention than ever before, for companies like Facebook, Mobile is only a small part of the brand's advertising spending. EMarketer estimates that global mobile advertising spending will grow 84.7% to 32.7 billion dollars this year, accounting for less than 10% of total advertising spending over the same period, while consumers spend 23% of their time using mobile devices in the media.

Shelby Saville, the digital director of Publicis's media-buying agency Spark, says people are using mobile devices every day, keeping them in the closest relationship to technology. For the advertising industry, a small percentage of mobile advertising means a billions of dollar growth opportunity. But for many consumer brands, mobile marketing is also a field of wait-and-see and experimentation.

"Mobile advertising is growing, but it's not in the consumer sector," says Bill Tucker, a former advertising manager and now the American Association of Advertising Companies Bill Tack. "Everyone is waiting for other people to learn experience," said Simon Birkenhead, chief executive of Axonix, a mobile ad trading firm that gained investment in Blackstone and Telefónica, Simon Bockenheide. ”

One of the hurdles is how to measure the impact of the ads people see on their mobile phones on their behavior. It is common for potential shoppers to look for products or compare prices on their phones and then buy products in physical stores or desktops, which makes it difficult to turn ads into shopping. "We believe that mobile investment affects shop sales, but we lack the data to support that view," Tucker said. We need a better third-party quantitative model to compute the role of mobility in increasing traffic and sales. ”

Yahoo's flurry, an application analytics firm, gave the company access to data that could improve these measures. "The more you release information outside the user's location, the more you can provide a better experience," he says. "The tools to measure efficiency are" still not developed, "says Linda Boff, director of GE's global brand marketing, Dar Pol.

Marketers are also experimenting with which advertising prices are best suited to small screens. Tucker says 40% of mobile ads are banner ads, often just a scaled-down version of ads posted in desktop browsers, without considering the way people use mobile devices. Mondelez Boning Bove, vice president of global Media and consumer participation Bonin Bough, said the urgent question for the brand is "what content do you put into a mobile ad".

"GE has experimented with many platforms, including Facebook's Instagram, Vine and Snapchat," says Pauline. But most of these actions do not receive ad returns. But Tipov is optimistic that marketers, advertising agencies and expanding data providers will develop the right tools to drive growth in mobile spending. "This is the biggest media revolution since the advent of the print media," he said. ”

Tucker agreed that the "tipping point" came from how senior executives solve the problem of measurement, attribution to sales and the production of appropriate content. "If we can do these things well, marketing spending will flood into the consumer sector like the floodgates," he says. "(Mushulin)