Mobile advertising, in the words of people who know it best, is still all hat no cattle. Most publishers don’t have the technical capability to create ads that brands will feel are worthy of them, and thus advertisers give more lip service than budget to mobile advertising. Advertisers have to know that the new mobile formats can guarantee viewable impressions.But it’s easy to make the change to mobile with good creative and new formats.
Our advertisers want executions that inspire — while we often have to settle for the basics. To be successful in mobile advertising today on the brand side, it takes a bit of imagination. Unfortunately, the big ideas are often held back by brand restrictions and lack of technological investment.
We saw this coming, and that’s why we have spent the last year developing high impact formats that are optimized for tablets and mobile. We think the tablet will be the mobile device of choice for consuming content, although the phone will certainly play a big role in countries where it’s the only electronic device the consumer owns.
High impact formats that produce real, quantifiable viewable impressions are where the puck is going, and we are already waiting there with our InView suite. Publishers can trust us to produce ads brands will find worthy of them, and that’s why we are now reaching out to the advertising side of the industry to show them what we have. We think it will take publishers and advertisers working together to make the shift to mobile worthwhile.
This has to be done quickly, because the consumer is already shifting. This will be the year in which mobile sales outstrip PC sales, and we can see from our publisher clients that content consumption on mobile devices in the evenings and on weekends is growing monthly.
In this same article, the mobile executive points out that to be successful, companies will have to invest ahead of the curve. Mobile is in the hype cycle now, but it will move into broad adoption almost before we know it, because the consumer has already shifted.
The leaders of this upcoming communication revolution will be brave enough to take a short term dip in revenue in order to adapt to a dramatic change in consumer behavior. There will always be a place for desktop computing, but cloud-enabled wireless devices are clearly fast on their way to becoming the dominant choice for consumers. Faster than any technological shift in our history.
As a technology leader, we DID invest ahead of the curve. Publishers who want to try out the new technologies are brand safe with us.