Mobile advertising has become a kingdom of its own in the past couple years, a 25 billion dollar kingdom, and the couch is no longer the throne (if you didn’t hear, we now spend more time on our mobile devices than watching tv). For brands, that means big shifts in advertising spend.
With any kingdom comes its merchants, and in mobile it’s an abundance of networks seducing brands with the promise of high redemption rates and cheap click-throughs. With so many options to choose from, it might seem impossible to pick the best network to trust your brand reputation with it. The truth is, sometimes the simplest way to make a good decision is to first eliminate the bad.
In mobile the user is king, their experience is your path to righteousness. Resist the 7 deadly sins of mobile advertising, and you’ll be one step closer to the golden gates of mobile monetization.
You might have a gorgeous creative or a clever CTA, but if your ad doesn’t back out for you then it isn’t doing you any good. Don’t let your pride blind you from the facts: make sure you are tracking your campaigns!
Plagiarism may be the highest form of flattery, but marketing is about creating unique brand experiences. At best, copying your competitors campaigns will only result in you achieving the same results they are. Work with networks that help you create mobile campaigns that are true to your brand.
There is a precarious line in mobile advertising between the payout and playout of an ad. Too few, and your returns will be slim; too many, and your ads just seem like spam. Don’t be spam, make sure your ads are frequency capped on a per user basis.
Sex might sell, but do you really want that to be your brand reputation? Don’t rely on curves for clicks, have more substance than that! Consumers are excited when they see a Pretio ad.. just not, that excited.
Consumers WILL be angry if they are forced to watch an ad. Using shady tactics such as forced pre-roll outs or hiding exit screens to get views will not help your brand gain any long-term love. Don’t anger your players, engage them.
Here’s the thing about mobile, there are many players in the game. An ad that performs for you might be terrible for publishers. You need to find partners who will work with you for a win-win situation. Don’t be greedy, make sure your campaigns are backing out for all your stakeholders!
There are many, many eyeballs on mobile, which means there are many many places you can put a mobile ad, but not all of them are good. The best ads take advantage of the mobile consumer experience. Don’t be lazy, make sure your ads have context to the situation.
It can be easy to fall victim to any of the 7 deadly sins but to rise in the kingdom of mobile advertising you must remain strong.