Sometimes we don’t notice things. Not because we are inattentive or have poor eyesight, but simply because we focus on something else. These videos illustrate perfectly what I mean in general.
It can happen intentionally by distracting the attention with other less important aspects. Also in today’s information flood it’s easy to lose focus, and overlook some details. I will discuss this last case in the online advertising world and more specifically the typical flaws in mobile advertising.
Digital media is an incredibly complex platform with different devices, formats, tools, measuring metrics or buying and targeting options. It may be utopian, but I hope one day there will be one beautiful homogeneous system that incorporates all this, and with a few clicks we could set up a campaign that reaches effectively the right person at the right time with the right message. So right after you sneeze you would have the best cold treatment campaign of your life in front of you, no matter what screen you are looking at. But unfortunately (or luckily…) for now it doesn’t work that way. Until that day comes it’s important to distinguish between the usage of the various digital platforms. Because what may look identical at first glance could cause surprises after scratching the surface.
With six years of experience in creating mobile ads at Madhouse, we are tailoring everything to the special features of the mobile device, and fitting the ads into the contents smoothly.
Whereas this list obviously cannot presume to be exhaustive, I have collected the most typical errors, deficiencies we’ve spotted regarding mobile ads.
Creative and/or strategy
As mobile ad spending is skyrocketing, and taking up a great slice of the advertising pie mobile ads have their own reserved place in the media strategy. Nonetheless, the requirements of a mobile campaign are not so clear, and the above mentioned problems worsen the campaign results. With some attention thou these mistakes could be easily overcome, and the good performance would definitely validate the nr.1 digital advertising trend, namely it’s a mobile first world.
It’s become a tradition now to summarize the best moments, do we have a lot to sum up this year again. Gábor has already shared his predictions for 2018 but for now let’s see what were we up to in 2017.
Technical development of the year: MCX
In 2017 we introduced our big hit, Madhouse Creative Exchange (MCX). This innovation allows even rich media formats to run on programmatic. Here are two …Read it >
We have written about the importance of viewability in digital advertising early last year. Ever since we have gathered a lot of experience and many things have changed in the industry, so we decided to dedicate a second overview to this topic.Read it >