Mobile the third screen? I don’t think so

Mobile the third screen? I don’t think so
SHARE
THIS



Rachel rolls over in bed. She picks up her phone, checks the time and looks over her feed that has filtered in throughout the night. Nothing urgent, so she pads off to the shower.

Joey groans and picks up his tablet to check his work emails and the latest news. He heads to the bathroom, flicking on the Nespresso U and emailing as he goes.

A variation of this scene is being played out every day, all over the world. So if your company still sees mobile as the ‘third’ screen, you might as well go back to bed and watch reruns of Friends.

Mobile is the first screen, the screen at which we gaze for the majority of our day Рin the morning, on the way to work, in the queue at the café, during lunch, and at home in the evening on our tablets whilst watching TV.

According to a recent research paper from Google, 77% of viewers use a second device while watching TV. Business Insider’s intelligence also shows that mobile is the only 'screen' that is growing its share.

Because of this, as an advertiser you need to consider creating a mobile experience for your consumer, whether it is a native app or a mobile-optimised website. And you need to engage your consumer where and when they are spending their time and money.

The screen is smaller, their attention span is limited, yet the opportunities are almost endless.

Here are three ways for you to provide relevant, timely and well-executed advertising in this mobile world order.

1. Make it personal 

Talk to me as if I’m one person (which I am), regardless of the device that I’m using. This is hard for companies that rely on cookie-based targeting or who only offer mobile solutions. Work with partners who can intelligently track user engagement, frequency, location, transactional data, and context across multiple devices and screens. This enables seamless and effective messaging to your target audience. In addition, it will provide actionable audience insights, and better engagement and results for your brand.

2. Dont interrupt

Consumers use mobile phones to get information quickly and efficiently – don’t get in their way. Like most of us, you have probably inadvertently pressed the banner ad on a screen because the close button is squeezed right up in the corner, or next to the actual button that you wanted to press. This is known as ‘fat thumb’, and it’s frustrating. Arguably, it’s why banner ads on mobile have a proportionately higher click-through rate than banners on desktop. But that CTR doesn’t tell you how frustrated your potential customers are when you interrupt them while they are trying to get on with their lives.

Instead of recycling an old product (yes – I’m looking at you Mr Banner Ad) for a mobile world, think about formats that are native to that experience and screen, and are a natural break or extension to the consumer journey. An example of this is a location-based message or offer after a user has searched for restaurants in Singapore. A review of 2,500 mobile campaigns by Verve showed that those using a location-based message had twice the industry click through rate than those without.

3. Provide value

Recognise your users’ activity and add value to that experience. This doesn’t mean asking for information or prompting them to click on a link so they can redeem virtual currency in the game of their choice to ‘Level Up’ or unlock a new weapon. Instead I mean advertisers should understand the context they are in (shopping), the activity within that context (for concert tickets), and their state of mind (I am loyal to this brand). For example, if your target audience is on a ticketing site or app and at the end of their designated action (in this case the purchasing of a ticket), and they are then presented with access to backstage promotions, personalised messages from relevant brands or offered savings on products that match their profile, they are much more likely to engage with your offer.

In other words, if your offer is relevant, personalised and delivered effectively and intelligently through a robust targeting platform, the consumer is more likely to respond to this type of referral marketing.

Every business needs to keep evolving its mobile advertising strategies to remain relevant. But don’t just think because you are buying Facebook ads or running mobile banners that you have a mobile strategy. Instead, put your consumers first, know that they interact with your brand across multiple screens and devices, and then add value to their mobile experience. Most importantly, work with partners who also understand this and can deliver on these three simple steps for mobile nirvana.

Just be sure to check your compass regularly because that mobile landscape is shifting fast.

Peter Davies is chief revenue officer at Rokt.

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]