What is a good digital advertisement?

As we all know, mobile video consumption is growing rapidly. As expected, more and more advertising revenue is flowing to mobile video ads. Smart advertisers move with the eye of the consumer. However, when it comes to creativity, many people look back and find the answers to how to move forward. Few people can effectively use the opportunity to move.

Brand managers, marketers, creative directors, media planners, and everyone in the ecosystem (including myself) are happy to think of themselves as innovative. We're all looking for the hottest, newest, never-before-great ideas. But it's easier said than done. Of course, some brands are experimenting on mobile video to create unique ads for small screens. However, the vast majority of video advertising is too large, people do not lift the spirit.

Perhaps the reason is that we have made some serious mistakes in the field of digital advertising. Frankly speaking, can banner ads arouse your interest? page pop-up an ad, you try to click "X" to close it, but jump to another site, you like it? With the development of the media, we can better control what we read and watch, and digital ads look more like a bad user experience.

The emergence of new media, let new opportunities shine. With the rapid development of mobile video, whether professionals or consumers, we really should think about what is good digital advertising.

For many brands, television is still a gold indicator. Television will not go away; in fact, television is everywhere, spanning all the screens. If the way is right, TV commercials will be the inspiration for digital ads. In fact, many brands are trying to imitate TV commercials as much as possible on mobile devices, and that is exactly what they are doing wrong.

You can't simply put a 30-second ad directly on a mobile device. Well, you can do that, but maybe you shouldn't. Most mobile content consumption takes place at home, but we estimate that about 42% of mobile content consumption does not occur at home. Your advertising experience must be able to catch up with the potential opportunities for users to consume mobile content.

Why do people have to carry their own phones anytime, anywhere? Because they can use their mobile phones to do things. Watching programs and spending is one thing, and being able to interact with others in the new World is another thing. There are only so many things you passively watch, but there are countless photos that you can actively share. People want to interact-give everyone a chance and they get involved.

However, you should be careful not to let all chaos develop into a state of madness. Banner ads are in the early stages of development, and we make them bright and shiny just because we can do that. But just because you have the ability to do it, add 5 buttons to the video ad, which doesn't make it a compelling ad. Think about it when you're experimenting: What makes your ads more useful and exciting? The best form of content marketing is across the Internet. If you're selling the new PS4, make it easy for users to click on a button to see a nearby retailer immediately. If you're promoting a luxury item, let users watch a celebrity video about the product.

I know that in order to make the 30-second TV commercials perfect, a team of people paid hundreds of hours of work. But that does not mean that the ad applies anywhere. When playing on a mobile device, your 30-second ad may be just a video resource, a piece of work that isn't suitable for primetime.

We are at the cusp of the golden age of digital advertising. We should not be complacent and should not spend time in the fields we like to fill up with rubbish.