madhouse / typical mobile ad flaws (in czech)
TRANSCRIPT
TYPICAL MOBILE FLAWS
A bunch of thoughts after more than 500 mobile campaigns in the CEE region
WHY IS IT A TOPIC AT ALL?
The essential problem is that big companies
are not thinking about mobile in the right way.
“
”
Forrás: Sir Martin Sorrell, MWC 2016
• Inhabitants in Prague are significantly more dependent
on their smartphone (72% never leave home without
their smartphone).
• Daily usage 93% at home, 78% at work, 77% on the
road
• Multiscreen: 33% are using their smartphone while
watching TV
• 46% of simultaneous use is looking at related content
• 77% search for more details of the product
WE FEEL NAKED WITHOUT OUR MOBILE
Source: Our mobile planet CZ by GoogleMilward Brown
WATCHING TV THEN WATCHING TV NOW
CONTENT IS CHANGING TOO
ANOTHER APPROACH
Forrás: Mary Meeker (KPCB)
TRENDEK
“Mobile advertising skyrocketed to $20.7 billion during FY 2015, a 66 percent hike
over the 2014 total of $12.5 billion”
Forrás: Mary Meeker (KPCB)
TRENDEK
“Smartphones Drive Increased Time Spent with Digital Media for UK Adults.”
THE MOST COMMON PROBLEMS
“Mobile? Please don’t…”
“Oh yes but my website is not optimized for
mobile.”
“The client preferred outdoor…”
“Lower budget. We had to remove the last line from the plan.”
“Does it work?”
FIRST: APPROACH
Most of the served mobile
banners are usually
blurred.
BLURRED BANNERS
It is easy to avoid these
impressions.
BADLY IMPLEMENTED BANNERS
It is easy to avoid these
impressions.
BADLY IMPLEMENTED BANNERS
Good example when less would
be more. Brands sometimes are
unable to focus.
“CROWDED” BANNERS
Yes, it is funny indeed, but only if you
don't work for Coca-Cola.
APP BOOST WITH OFFLINE TOOLS
PROBLEMS WITH CREATIVE OR STRATEGY
Sometimes media planners or
advertisers should send back
the creative agency’s banner.
SIMPLY BAD CREATIVES
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE
Great brands, poor idealess
creative production.
It’s a pity.
COULD HAVE BEEN MORE
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE
Great brands, poor creative production.
It’s a pity.
COULD HAVE BEEN MORE…
VIDEO = TV SPOT?
This is why the whole (video) production should change
too. Special version of the TV spot and unique contents
shooting specially for the digital channels are needed.
On mobile people ‘don’t have’ time
for a long content.
… as Lipton did, special content for mobile
part of the campaign.
DO IT RIGHT WAY
team? family.
VIDEO=NOW?VIDEO=THEN
FORMATS, PLACEMENTS
The more publishers try to maximize their
revenue, the less effective your campaign will be.
AWKWARD AD PLACEMENTS
Format: 320x50 Format: 480x480 Format: 320x80 Format: 300x250
TOO MANY BANNER SIZES
AUTOMATION
Similarly to other big brands
Google still doesn't understand
mobile ads.
BEWARE OF GOOGLE ADS
It is always funny to spot brand campaigns,
which are handled by PPC guys.
WHEN PPC GUYS WORK
We really believe in automated purchases. But
human hands are always needed.
TOO MUCH AUTOMATION
MOST OF THE ERRORS WOULD HAVE BEEN EASY
TO AVOID.
(DON’T GET US WRONG, WE MAKE MISTAKES TOO (ACTUALLY QUITE LOT) BUT AFTER 6 YEARS WE LEARNED HOW TO MINIMIZE THE
CHANCE.
THANK YOU FOR YOUR ATTENTION!
email: [email protected] I web: madhouse.hu twitter: @madhousehu I facebook: www.facebook.com/madhousehu
LET’S SAVE THE WORLD FROM BAD MOBILE ADS!