Why Mobile Will Be Both The Making And The Death Of Some Brands
The iAB’s 3rd annual Mobile Landscape report revealing the current state, and expected future state of mobile advertising in Australia, has been released. It makes for important reading for Australian marketers today, argues Graham Christie from Big Mobile.
The ability to take a more longitudinal look allows us to surface clearer patterns of growth, and in doing so, I think more importantly, amplifies some signals from online’s past, when it itself went from being on the periphery of marketing to being the most sought after. That journey, with all its associated commotion, and frustration, is where mobile has reached.
It’s big, important, amping up, and it’s the king of disruption. And, just like online, mobile will be the making of some brands (and careers), but also inevitably create many more also-rans, businesses that will simply miss the mark and loose ground, and folk who get stuck in dusty and dimly lit corners of the ecosystem. We see today prominent companies that were sluggish in online and still paying for it dearly, however, the injury that under-investment in mobile will inflict will be far greater, because mobile is today already a broader holistic customer channel, not merely an ad media.
The growing base of folk working in mobile is reflected in the Reports sample size, the biggest achieved of the last three years, (350 people) across agency, brands, publishers, and tech venders. Good robust sizes, with also a good level of seniority of respondents.
For some context, some headlines are;
- 41 per cent state mobile advertising is a significant part of their marketing today and this is expected to reach 53 per cent in 2016.
- Overall the market is expecting to see a 26 per cent increase in spend.
- The level of satisfaction expressed for the effectiveness has increased to 93 per cent among those on the buy-side.
- Buyers are expected to significantly increase their use of mobile video, (in fact video is predicted to feature in over 40 per cent of all campaigns), plus invest more also in-app, and search, with display and social continuing to rise.
- Over half, (53 per cent), have experienced an increase in prices in the last 12 months. I think this is an indication that understanding ‘investment in value’, is starting to materialise by those that have worked out ROI better.
- Barriers are clear. Measurement is still the number one issue however substantially less so than last year, and one that will take a giant leap forward with Nielsen OCR this year, client education (but under-education is across the entire value chain), the perception of creative limitations, and viewability.
So, depending on your point of view, mobile is either traveling too fast for us to keep up, or not fast enough to overcome limitations, or both, in parallel… explains the neuroses we all have.
A more noteworthy shift is in the objectives mobile is being set. Mobile media investment has been migrating away from it’s early DR focus for a good number of years now, and in this 2015 Report, the top two Objectives recorded are for ‘Brand Awareness’ (30 per cent), and ‘Increase Engagement’ (31 per cent), whilst ‘Drive Sales’ has actually declined.
So we’ve witnessed a genuine tipping point here.
Why?
Mobile’s share of traffic is the biggest reason, the audiences are decreasing in traditional media and static in online. This is a good reason in of itself, and this we know. An appetising recipe of better ad products, creative design, and superior targeting blend to also help.
But another reason suggested to me that holds true, relates to the emergence of the packaged goods sector in mobile over the last 12-18 months. This sector has more heavy lifting marketing machinery that promotes longer term thinking and evaluation of engagement, and success KPI’s across a broader range than other sectors.
Organisationally many are also incredibly globalised. Brand strategies are global, planning regional as well as local, sharing ideas and work via internal systems more common place, plus inevitably some healthy competition amongst the leaders of the key Regions, all add up to form an ecosystem where success in mobile is a responsibility and an expectation.
Sounds like utopia, it isn’t, and those inside large multi-national CPG companies more commonly say they pull their hair out, but they also recognise they have an advantage, and the evidence is, many are taking it, and in so doing, modeling metrics that get to grips with brand and ad strength better.
On metrics, in the Report, there’s confirmation that the foulness of CTR as a catchall is on the wane, or at least showing signs of being put in its place. Hold on though, I’m not calling CTR’s demise, but as spends, capability, and experience climb, so does the ability to better distinguish mobile’s impact. There’s a reasonable correlation mapped in the Report, for instance, between brand awareness and reach and frequency, or CRM and share of conversion modeling. This is promising.
Programmatic’s rise gets quantified but it’s appeal is like celebrity. Everyone’s talking about it, and it kind of sounds and looks interesting, even if many haven’t the foggiest. The take-out from the charts is it’s rapidly developing in influence, and getting on-board is an urgency.
Lastly, looking at what respondents believe will help drive Mobile forward is revealed. Firstly ‘More knowledge and understanding’ tops the list, followed by ‘More and better measurement’ (OCR will be a step-change), ‘Attribution/tracking’ is particularly cited by buy-side, and ‘More experts and specialists’ cited by brand marketers.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.