Advertisers should be serving interactive mobile campaigns – backed by creativity and historical creative data – rather than recycling assets from other channels, to maximize the memorability of their ads, says Paul Coggins, CEO of Adludio
The mobile advertising industry is on course to be worth just shy of $400 billion in 2024 according to Statista, as the exponential growth of the past few years continues. And yet, despite all of the money being spent, and the fact that mobile now represents 60% of digital ad spend, according to this post on Statista, brands are still delivering low-quality campaigns to consumers, and failing to stand out from the crowd.
Indeed, consumers are being bombarded with a cacophony of forgettable, uninspiring, static adverts, which are more of a nuisance than anything else. The result of which is that people aren’t engaging with, or paying attention to, much of the advertising they see.
In a world where consumer attention is at premium, brands have to consider what will make their ads truly memorable. Because ads that aren’t remembered are very unlikely to encourage a consumer to act upon what they’ve seen.
Unfortunately, more often than not, mobile campaigns are simply made up of reused TV assets which don’t translate into the mobile space. If brands want to cut through the noise, they need to be taking a mobile-first approach, capitalizing on the capabilities that the channel can offer, rather than simply re-hashing campaigns from elsewhere.
The benefit of mobile, other than its popularity, is that it thrives off interactivity, and campaigns featuring interactive elements are far more likely to be remembered than static ads.
Interactive mobile ads, backed by creativity and data, create an environment ripe for engagement – the truest form of attention. And this focus on engagement provides the basis for continuing to measure campaign effectiveness in a world that is moving away from third-party cookies and other identifiers.
Measurement is becoming more difficult, and viewability can no longer be the metric we use to see the effectiveness of campaigns. Engagement only takes into account actual ad interactions, rather than simply accepting that an impression being ‘in-view’ of a user is enough.
Understanding the value of engagement is just the first step. Advertisers need to take a step away from their reliance on third-party data and hyper-targeted ads, and instead consider how they will continue reaching consumers in this new attention economy.
The key to reaching consumers in this world lies in putting creativity back at the forefront of our digital advertising. The reliance on third-party data to track and target people across the web meant that creativity took a backseat to data. However, there’s now a significant opportunity for advertisers to put effort into producing ads that are creative and engaging, and to see better outcomes as a result.
Finding the Right Creative Solution
Bringing in these interactive, creative elements into mobile ad campaigns requires the right solutions. These are solutions that enable advertisers to be more creative and measure the effectiveness of their efforts, while utilizing next-generation technology and quality data to ensure that informed decisions can be made about future campaigns.
Solutions harnessing the power of artificial intelligence (AI) make it possible for the effectiveness of creative elements to be measured in ways that weren’t possible in the past. Today, AI is capable of analyzing a wealth of data, enabling advertisers to pull insights from historical data around creative, and see which content and formats tend to produce the most engagement.
Further, AI technology can see where consumers are most likely to engage with ads, the type of content they’re most likely to engage with, and types of ads that are likely to prove most effective. And it simply wouldn’t be possible for a human to analyze all of those campaign data and device touchpoints. AI can do that, and then use it to optimize campaigns to deliver the most engagement. Furthermore, as this creative data is anonymized, it gives advertisers the means to effectively target audiences at scale in a privacy-compliant way.
With mobile the dominant means for consuming digital content, advertisers will need to deliver more engaging campaigns to capture the attention of consumers. Creative, AI-powered, data-informed interactive mobile ads provide the best avenue for adapting to this evolution, and achieving the results that all brands desire.
Producing striking and unforgettable campaigns, backed with the right technology and data, will guarantee engagement, brand recall, and ROI. Brands that understand the value of engagement, and how the intersection of AI and creativity can increase the memorability of ads, will be putting themselves into a perfect position to succeed as the digital advertising landscape transforms.