Building a Better Mobile Ad
In the last mobile panel of the day, the first question is whether mobile ads still suck, to paraphrase Steve Jobs? No definitive answer, but Craig Elimeliah, director of technology and digital solutions at Rapp said the agency is trying to make ads more utility-focused in mobile to better suit the medium. Creating ads that feature location-based or other mobile-specific features can be a more involved process than a banner ad but drive better engagement rates.
Other panelists emphasized that publishers have to do their part to create the infrastructure for good mobile advertising. That means starting with the basics like setting up a mobile-optimized site. Jeff Ulrich, senior manager, innovation, at United Airlines, said the company is still in the process of getting its app in good shape before tackling mobile advertising. Keeping the app updated is in itself a challenge with a growing number of platform and other changes—like the larger screen size in the iPhone 5.
Executives from Pandora and Zillow agreed with Ulrich on the effort required to make sure mobile sites and apps are tailored to different devices and specifications, which is totally different from the desktop.
Taking a step back, Chad Gallagher, director of mobile at Advertising.com, said a lot of the company’s clients still don’t have a mobile-friendly site. He also said they’ve been reluctant to expand advertising into mobile until they test and see better results than on the Web. “Clients are shocked to see better KPIs than on the desktop,” he said, referring in particular to one auto advertiser.
He noted click through rates for mobile ads continue to climb year over year, which he finds encouraging despite the hurdles holding back mobile advertising.
Recent Show Daily Articles
-
Looking for more offline data for marketers -- in a online world May 23, 5:18 p.m.
A future big data grab for marketers -- and data companies -- is in collecting ...
-
Don't Believe The KPI Hype! May 23, 4:12 p.m.
Beware of baloney KPIs -- and Facebook “likes” in particular! So stressed experts on an afternoon ...
-
Evidon: W3C's Effort To Forge Do-Not-Track Agreement Has 'Already Failed' May 23, 3:11 p.m.
The Internet standards group World Wide Web Consortium has been trying for two years to figure ...
-
How McCormick Spiced Up Web Presence May 23, 2:35 p.m.
If you’re not aware, flavor company McCormick relaunched its Web site earlier this year. Trying to ...
-
Experian Takes Universal View Of Data May 23, 12:21 p.m.
Marcus Tewksbury, Global Vice President of Product Strategy, Experian Marketing Services, said the split between offline ...
-
Properly Valuing Data May 23, 12:02 p.m.
How do you come up with the right campaign metric for measuring success? "Does it impact ...
-
Lack Of Data About Data Drives Opportunity May 23, 12:02 p.m.
Richard Frankel, president, Rocket Fuel, argues there won’t be a standard for evaluating the value of ...
-
The Year Of Big Data? More Like The Decade Of Big Data May 23, 11:49 a.m.
Speaking at OMMA DDM in New York this afternoon, John Simpson, managing director, Blue State Digital, ...
-
HarperCollins' Boyle On Boiling Your Data May 23, 10:54 a.m.
Echoing the positions of other experts at OMMA DDB on Thursday, David Boyle, SVP of Consumer ...
-
That's Funny, David Boyle Doesn't Look Blueish May 23, 10:44 a.m.
David Boyle, the consumer insights guru at HarperCollins Publishers describes himself as a “data geek” and ...
Be the first to comment on "Building a Better Mobile Ad"
Leave a Comment