mobile advertising

The ARF AT ADVERTISING WEEK – Neuroscience leads to great creative in mobile

The ARF held 2 presentations at last month’s New York Advertising Week Conference. The following content was from the second presentation on using Neuroscience to optimize mobile advertising. Here are some excerpts from that event:

Gayle Fuguitt, President & CEO, The ARF
The ARF has been engaged in Neuroscience since 2010. Among the issues are how brands are built in the brain. What is the emotional connectedness of advertising to consumer responses?

Dr. Manuel Garcia-Garcia, SVP, Research & Innovation, The ARF
We conducted original Neuroscience experiments. Among the key findings are unified creative across platforms delivers more emotional engagement and better memory for the advertising. At the same time, it is important to adjust your creative to the platform – an effective TV ad may not work well on mobile. 62% of campaigns are not using mobile in the optimum way.

People use ad-blockers because they want to be in control. They don’t want to be disrupted. Create ad experiences that create value.

Dr. Horst Stipp, EVP, Global Ad Effectiveness, The ARF
There’s have been a lot of f improvements in Neuroscience research in the last five years.

These neuroscience methods allow second by second analysis of commercials of which really helps to improve the creative.

Dr. Duane Varan, CEO, MediaScience
Realistic mobile testing in people’s own environment is a challenge. But we now can test ads that we inject into users’ (mobile) feeds, creating more realistic conditions in the lab.

Everybody is unique physiologically so there’s an enormous amount of work we have to do to calibrate that individual difference.

Pranav Yadav, CEO, Neuro-Insight
We are bringing science to measurement of content and ads.

Most decision-making (an estimated 80%) happens in the subconscious, that’s why Neuroscience methods are so important.

We know now that when people are engaged with their mobile phones they are more emotionally engaged then when they are with TV.

People react differently to the same content on different screens.

Neha Bhargava, Advertising Research Manager, Facebook
In-market studies help explain if the ads are working, Neuro studies help explain the “why” … why people are reacting the way they are.

We found that the mobile screen, followed by TV, is more impactful.

The earlier we can see this kind of research happening and be working on it together … the more we can make use of that investment.

Phil Gaughran, US Chief Integration Office, mcgarrybowen
(Neuroscience) there’s no doubt that this is the best methodology I have used in my career. It removes many biases that have been frustrating us for a very long time.

We need to get more neuroscience into the front of the creative process.

Working in an ad agency, there is constantly a battle between arts and science.

To view the event (40 minutes) http://newyork.advertisingweek.com/replay/#date=2016-09-26~video-id=33~venue=9



From SearchMarketing Daily – Google Redesigns AdWords For Mobile

The company announced significant changes that will give advertisers more insights from data and control of device-level bidding in AdWords for desktop, tablets and smartphones.

The SVP of advertising and commerce at Google said that across the millions of websites using Google Analytics, more than half of the traffic comes from smartphones and tablets. The VP of product management stated that nearly one-third of mobile searches are related to location.


Top Trends for Mobile Advertising and Data Science in 2016

Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.

Moores points out that mobile is a way of living and a vehicle for content and communications.  In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers.  In addition, there is strong potential for campaign and audience optimization as a result of mobile data.

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MMA Issues Guidance Report on Mobile Native Advertising

The Mobile Marketing Association (MMA) released a “Guidance Report on Mobile Native Advertising.”  According to MMA’s press release, the report includes best practices and highlights the unique power of mobile native advertising. In fact, when optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at a similar frequency. 

Referring to the research of the MMA’s Mobile Native Advertising Committee, the organization’s Chief Strategy Officer Sheryl Daija stated, “As a result of these learnings and the insights from SMoX, we know there is greater attentiveness to the content, creating a need for different rules and best practices to maximize the performance of mobile native advertising.”

The report provides guidance in the form of specific actionable steps for both marketers and publishers. In addition, the press release provides a link to download the full report.


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The Human Connection and Purpose Driven Strategies are at the Forefront for Top Mobile Marketers According to the MMA

The Mobile Marketing Association (MMA) announced the release of the 2015 Mobile Trends Report.  The report analyzed this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, and found a focus by mobile marketers on “deepening human relationships and leveraging the best that mobile has to offer to do so.”

The Mobile Trends Report was developed by the MMA in partnership with Millward Brown.  The report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lion finalists, in addition to those on the short list, in order to identify the characteristics common to the campaigns, and to also identify the emerging, effective mobile marketing trends.

The prevailing theme in 2015 was identified by this report as purpose-driven strategies “rooted in human need.”

According to Sheryl Daija, Chief Strategy Officer, MMA, “In our analysis of this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, there was a consistent trend of marketers using mobile to spark real, human connections—brands using the directness of the mobile channel to demonstrate a deep commitment to their consumer relationship.”

Successful tactics of the winning campaigns included:

-Two-way conversations to allow for customization and personalization.

-Strong focus on social tools.

-Integrated approach.

-Executions supporting interactivity or co-creation and active participation.

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MMA Releases White Paper on the State of In-Store Beacon Technology

According to this press release from the Mobile Marketing Association (MMA), the organization has released the latest update from their In-Store and Beacon Working Group. This white paper, “Understanding the Beacon Proximity Landscape,” defines the beacon ecosystem and outlines the opportunities and challenges facing retailers, brands, publishers, and consumers.  The privacy imperative is also addressed.

Sheryl Daija, Chief Strategy Officer of the MMA, stated, “Together with our member companies that are at the forefront of location marketing, the MMA is taking the lead in helping all stakeholders understand the state of the technology and the magnitude of the opportunity as well as provide guidance on best practice privacy measures.”

The paper concludes that beacons are receiving significant attention and high adoption rates because of their ability to provide real-world insights and location-triggered mobile engagements. Implementation, measurement, and best practices are also addressed in this paper.

 The full white paper is available for downloading from the MMA.

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MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability

Joe Mandese discusses the updates issued by the Media Rating Council to its guidelines for mobile viewable impressions in this Media Post article.  These updates include a requirement for an ad fully “loaded” to be counted for measurement.

The MRC’s three significant updates:

-Elimination of the “Loaded Ad” concept. Since measurers can now successfully measure viewable impressions in mobile within the in-application environment,

the MRC has concluded that the “Loaded Ad” metric is no longer necessary.

-Additional evidence has been found that “Count on Decision” approaches for served ad impression measurement should be eliminated as a valid method for counting served impressions.  Therefore, as previously announced, the MRC will work with the IAB to eliminate Count on Decision as an acceptable method for counting served ad impressions in the near-term future.

-Cross-industry collaboration has been strengthened with a large working group of interested parties and organizations to obtain data in order to answer questions surrounding viewability requirements applied to mobile environments.

The MRC expects to release final guidelines for public comment in the first quarter of 2016.

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Mobile to Overtake Newspapers

According to the latest Advertising Expenditure Forecasts from ZenithOptimedia, in 2016 mobile internet advertising will become the world’s third-largest advertising medium, behind television and desktop internet and ahead of newspapers.

The media agency’s forecasts show that next year mobile will account for 12.4% of global adspend while newspapers will take 11.9%. In terms of actual value, mobile advertising will grow 38% in 2016 to US$71bn, while newspaper advertising will shrink 4% to US$68bn.

Mobile advertising is the driving force behind the growth of the entire advertising market, ZenithOptimedia stated, as it will contribute 83% of all new ad dollars between 2014 and 2017. And as mobile continues its inexorable rise, so print continues to decline across most of the world. ZenithOptimedia predicts that newspaper adspend will shrink by an average of 4.9% a year through to 2017, while magazine advertising will shrink by 3.2% a year. Their combined share of global adspend will fall from 19.6% this year to 16.7% by 2017.

In that year, internet advertising is expected to account for 34% of global adspend, slightly behind television’s 35.9% and is likely to gain the top spot in 2018 on current trends. Total adspend is forecast to grow 4% this year to reach US$554bn before accelerating to 5% in 2016, thanks to the four-yearly boost supplied by the summer Olympics and US presidential election.

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Mobile Revenue Not Keeping Pace With Mobile Traffic

The mobile ad revenue of publishers is not keeping pace with the time spent on publishers’ mobile offerings, creating a “mobile gap,” according to this article from The Wall Street Journal.

Jack Marshall points out in this article that selling advertising on mobile devices is challenging.  It is difficult to show mobile users enough ads, traditional ad formats like “banners” do not perform well, and publishers cannot easily undertake sophisticated tracking and targeting of ads. These challenges impact publishers’ mobile websites and their apps.

Additional reasons that mobile ad revenue is growing more slowly than mobile traffic:

-mobile  devices have smaller screens so that mobile users don’t see as many ads as desktop users.

-advanced tracking and targeting mechanisms don’t work as well on smartphones and tablets as on desktops.  As a result, it is often more difficult for publishers to prove the benefit of mobile ads to marketers.

Solutions being developed by publishers include:

-experimenting with new mobile ad formats and tactics.

-stepping up investments in sponsored content, also known as “native” advertising.

-partnering with Facebook, which has the consumer data across devices and channels, that enhances targeting.

Marshall concludes that mobile ad revenues will increase as publishers work out the technical challenges in mobile advertising and prove to marketers that mobile advertising benefits their businesses.

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