We really have to do better than this.
According to The Drum, “Despite the rapid flow of advertising dollars to digital, most particularly mobile, television will continue to hold on to brand awareness budgets and cache unless advertisers, agencies, and media owners tackle some home truths...most advertising on mobile is a terrible experience for the user, interrupting their targets on this most personal of devices and environments. Targeting and platforms may be solved but the ad format has not.” The reason? What Steve Ellis, CEO of WHOSAY, calls “the current rubbish we are all forced to click away from on our phones hundreds of times a day.”
Could influencer marketing be the key to unlocking mobile’s creative potential and take up to $20 billion in digital brand advertising dollars? Ellis will tackle the question at Advertising Week New York’s panel “We Must Be Able to Do Better Than This. Making Better Ads for Mobile,” to be held on Monday, September 25 at 3:00 p.m. ET at Shutterstock Stage @ Liberty in New York City. “We've been able to assemble a star-studded panel of advertising experts all of whom are dedicated to improving the type of advertising consumers see on their mobile phones,” Ellis said.
The WHOSAY CEO will be joined by Natalie Monbiot, SVP Futures Starcom, Ian Schafer, Chief Experience Officer, Engine USA, Brian Wong, CEO/Founder, Kiip and Russ Freyman Head of Partnerships Google. The marketing pros will be discussing ways to unlock mobile’s true potential by making better ads and focusing on creative, influencer talent and targeted distribution.
“When done well, Influencer marketing outperforms in all these traditional media measurement categories – and not by a little, but by a lot,” Ellis wrote in “An Open Letter to Brands and (Agency Co-Conspirators)” last August. The reason? Better mobile ads offer a much-improved user experience as they seamlessly merge on social media feeds without disrupting users.
So, there are reasons to be hopeful. Digital spend has overtaken that of TV and much of this rise is due to the dominance of the smartphone. In 2016, mobile advertising made up more than half of digital ad spending for the first time (the format already accounts for about 65% of total digital media consumption). In addition, the average American adult spends a staggering two hours and 51 minutes on their smartphone every day.
But, make no mistake, if influencer marketing is to take on television as the advertisers’ next big thing, we need to start making better ads.