Mobile is now a key focus in digital ad campaigns, and has overtaken desktop as the connected screen of choice for 60% of 16 – 24 year olds. according to the Ofcom Communications Market Report. To maintain the interest of this valuable demographic, advertisers must go further to build that stand out from the crowd and captivate consumers.
The average UK consumers switching between at least three devices, building campaigns that reach every channel is essential. Advertisers must become adept at designing ads to complement the unique attributes of each channel — including smartphones, tablets, desktop, and Digital Out of Home (DOOH) — and ensuring their campaigns are cohesive, appropriate, and impactful.
Mastering multi-faceted delivery is only the first stage of producing truly effective advertising; the next step is to focus on maximizing the hardware’s potential.
In 2016, advertisers will start to look beyond display optimizing for their creative – and will begin to utilize the hardware capabilities of individual devices. By delivering a tailored experience that immerses, engages and surprises consumers as they move between screens, advertisers can help mitigate the need for ad blockers.
The ad blocking issue has brought the importance of ad context to the forefront, especially for multi-screen campaigns. Ad creative is better aligning with and becoming more appropriate for each device. Also, attitudes towards ad formats such as interstitial — which is particularly prone to disrupt and irritate mobile users — are shifting.
The industry is moving towards native ad formats, such as HTLM5, that offer greater innovation and a less intrusive way to make a valuable connection. Constructing dynamic creative that immediately responds to its environment is now vital, and the consensus that one-size-fits-all ads do not meet the needs of multi-screen consumers is building.
Mobile Technology and Future Device Hardware
The next stage of this advertising evolution is to take ad context further and concentrate on device hardware. After all, if the best design is adjusted to meet the size and connection of each device, why not adapt to specific features to provide an even more engaging experience for the user? Ads that not only blend with, but also complement their environment are less likely to seem out of place — and therefore have a greater chance of reducing ad blocker usage.
Mobile technology is in constant development and as more sophisticated features appear, the shift from static ad content to rich engaging creatives is on the rise. Smartphones and tablets already come equipped with advanced tech, such as accelerometer and gyroscope features that adjust screen orientation as users move their mobile from horizontal to landscape, side-to-side or even rotate.
These features automatically open a whole range of possibilities, including virtual experiences, movement based games, interactive customization and location-based targeting. Going one step further, ad content can now be crafted in an interactive story narrative, allowing users interact with personalized ads on their tablets and smartphones.
Multi-Screening Ad Content
Multi-screening is an established element of the digital existence and the advertising industry is starting to recognize the need for flexible creative formats that adapt to suit their context. Yet there is more to mastering ad context than producing content that displays well across devices. Advertisers need to get more creative and use all of the tools at their disposal to capture consumer imaginations, which means realizing the potential of the individual capabilities of each device.
By tailoring campaigns to take advantage of the unique hardware features mobile offers, advertisers can deliver extraordinary creative experiences that stand out from the crowd and turn ad campaigns into rich engaging content.
source: Jamie Evans-Parker, CEO & Founder, wayve.