The digital agency 360i recently came out with a new report titled “Mobile Marketing and the Challenges that Lie Ahead” (embedded below), which spells out, pretty accurately, the challenges facing mobile advertisers. I’d specifically like to address the Fragmentation issue.
Back in the day, big brands were worried about creating a mobile presence for the thousands of handsets, browsers, and operating systems that abounded in mobile. In more recent times, these same brands have been focused on just one device – the iPhone – and mostly building an app, or for some, a mobile site for that device. With the growth of Android, the introduction of the iPad, and the growing number of smartphones accessing standard online content (see Xavier’s post for more on this,) fragmentation is again an issue.
According to 360i:
“Fragmentation will be one of the more persistent mobile marketing challenges. Which devices and operating systems are used by your target customer base? How does your audience divide their time across various mobile channels? How can you find them across a jumbled array of publishers and ad networks? How do you develop enough creative units that work across all the devices included in the media plan?”
Sounds like a bit of a roadblock, right? Not necessarily – here is where Crisp comes in. Crisp’s ad formats work not just across mobile platforms – like iPhone, Android, and iPad – but also across channels including mobile applications, mobile optimized websites, and standard Internet sites. Using our ad components, you can create ads like full screen expandables with hotspots, tap to video, tap to find location, and more that will run across all these channels. We’ve partnered with over 700 premium and local sites and apps to pre-certify these ad formats--so rolling these out across the entire media buy is seamless.
360i also pointed out the challenge of monitoring data from yet another stream. We help out here too. Crisp can provide a holistic view of the entire campaign – across sites and apps. And I’m not just talking about click-thru rates (CTR). Everyone knows that if you are serious about mobile advertising, you need to measure ROI not just by CTR but through interaction and engagement. Our rich media engagement metrics include Panel Interaction Rates, Display/Dwell Time, Video Plays and Completion Rates, and more.
I believe that the entire mobile industry will benefit when there is less fragmentation and when one creative can run across the entire set of sites and apps in the media plan. That is the problem we are solving. One creative + one set of reports= more satisfied agencies and advertisers and ultimately in larger repeat buys.
So don’t let the challenges in mobile advertising impede your campaigns. Talk to our experts to see how rich media vendors like Crisp have solved these problems, and we’ll provide some tips on some of the other challenges 360i points out too.