Mobile Advertising Big Money or Big Confusion
Just like every other type of media that has come into the spotlight, mobile advertising is going through it’s awkward growth phase. It’s relatively new, and there are so many things out there with the word mobile attached to it. Other issues that have to be navigated are ad blockers and the lack of guarantee of ad view-ability. So it’s understandable that it’s hard to know where to spend your money when it comes to mobile advertising.
The complicated thing about mobile advertising is it’s hard to appeal to, and be seen by the consumer without annoying them. Currently, the Media Ratings Council ( MRC ) recommends the same standards for ad view-ability as on desktop, but these guidelines are still being evaluated do to the different viewing experience that mobile gives the viewer.
With the challenges and the increased interested in guaranteed view-ability, in-app ad serving logic now uses built-in triggers that count impressions only when an ad is view-able on the mobile screen. View-ability is specifically defined as “ at least 50 percent of a display ad’s pixels be in view for at least one second. “ ( Wsj) Discussion has also been very focused on whether we can one day meet 100% view-ability standards.
Aside from the view-ability headache there is also ad blocking woes. This is in itself is another potential migraine on the horizon that limits an ad from being seen at all. A study conducted in the summer of last year showed that only about “9% of US desktop-based visitors, and only 0.1% of mobile web page views, used ad blockers.” (Gannett ) The issue is not so much the use of ad blocking as it is now, but more so the trend that it will continue to rise, in the future.
The format of mobile is very limiting and makes it difficult to have an impressive ad without the risk of being invasive on the user’s experience. “So the opportunity to do something really creative has been eaten away because you have to go to the lowest common denominator to get scale and that has given rise to horrible banners and intrusive pop ups,” said Alex Newman, managing director EMEA for mobile at OMD. ( Huffingtonpost )
As mobile advertising continues to get the kinks ironed out, it will hopefully morph into a better user experience, the hard and fast out of the gates approach that was taken by the first mobile advertisers made the progression of ad blockers inevitable. Studies show that people are not opposed to advertising but they want control of when they see advertising, which means how they are approached matters a great deal to them.