Making mobile the catalyst for breakthrough creativity
Marketers have long grappled with which is more important to the success of a campaign: data insights or striking creative. In mobile, data has tended to come top of the list thanks to the sheer volume being generated on smartphones and tablets by consumers.
Whilst the value and size of information available about mobile users is undeniable, there are some that have tended to give a short shrift to the creative potential of mobile. Namely, focusing on the challenges inherent of smaller screens, rather than its functionality.
Those who do overlook the creative opportunity in mobile are missing a trick.
Mobile has broken boundaries and ripped up the rules. It has changed the very way consumers behave and engage with brands. Consequently, marketers should be looking to do the same when it comes to how they approach creative in mobile.
Mobile’s creative capabilities
As social, mobile, tech, and data continue merging closer together, brands are being pushed to think more like publishers and market for specific mindsets and moments.
Native advertising is another hot topic right now, but to us native in mobile is about more than the merging of long-form copy and editorial. When we think of native advertising, we also think about the native functionalities of the device.
Mobile ties together so many different features – from voice to touch, accelerometers to vibration, connectivity to location and everything in between. Not to mention the fact that it’s always in your possession and has very much become an extension of you.
These native functionalities mean that the stories you tell through mobile should be about more than a placement, and that you should look to connect with audiences in more relevant and effective ways.
Consider as well that more and more consumers are becoming familiar with these capabilities. The IAB’s recent digital ad spend results for 2013 showed that tablet ownership in the UK rocketed by 63 percent last year. Technology is improving and entry costs are falling, and it’s now possible to buy a great smartphone or tablet in the UK for £100.
The native capabilities of mobile are now second nature to your consumers.
New ways to engage
With tactile gestures such as swipe, pinch, or wipe, mobile offers new and different ways for consumers to interact with advertising content.
Have you considered asking a consumer to use their lips in a campaign for instance? I bet not. But the clever people at Maybelline did, and they created an entertaining interface which you have to kiss to activate. The ad then vibrates when you kiss it for user feedback on the right shade of lipstick for you.
Can you imagine asking a consumer to kiss their TV screen and getting a positive reaction?
Or what about voice? People often forget that this Swiss-army knife of a device is also a phone. Toyota recently launched display advertising that consumers can actually talk to as they engage with the ad. It’s a very new concept, but is based on the same technology as Apple’s Siri, and there is tremendous potential for the right brands.
As smartphone and tablet penetration continues to rise, marketers who don’t recognise the creative opportunity in mobile are in danger of being left behind as others truly capitalise on the unique capabilities of the mobile device.
The message to those marketers is simple. Let’s do more with mobile.
Managing Director, EMEA
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