Apps Are Better Than Ads, Hands Down

Apps Are Better Than Ads, Hands Down
SHARE
THIS



Today’s generation isn’t going to sit around idly during ad breaks, argues Paul Lin, CEO of mobile strategy and app development company Buuna. Companies need to up their app.

We grew up watching the television, dutifully absorbing advertisements between shows. There may have even been that favourite ad we waited for – for me it was the Cottee’s cordial ad from the mid ’90s. However, the kids of today will not patiently wait out multiple ads in the way that we did. They’ll skim past, irritated at the distraction that stands between them and what they’re trying to view. This is the behaviour of a generation raised on mobile.

Estimates of how many advertisements the average urbanite sees per day remain widely debated. Claims range from 35 to a whopping 3,500 ads daily. Whatever the amount, they slide like water off a duck’s back, the odd one sneaking through, permeating our memory. Decades of ingrained filtering have taught us to remain largely unengaged and uninterested.

As companies scramble to find new ways to hook in audiences, the pressure is on to think beyond traditional advertising methods. Apps are a relatively new way to reach audiences and already companies are clambering to develop the next new app sensation – something akin to KFC Snack! in the face, Virgin’s Game of Phones, and even, Kim Kardashian: Hollywood app. These are all apps that, unlike ads – are not providing just a mere message, but actual functionality and fun for the user in order to promote in-depth brand awareness and engagement.

With more than 70% of the Australian population now owning a smartphone, advertisers have been slow to catch up, but that won’t remain the case for much longer. The prospect of having a direct and ongoing relationship with an audience is too appealing for businesses to ignore.

While companies should be applauded for getting in on the app game, eagerness can be a downfall. Rushing into an app and not considering what exactly you are trying to achieve can be costly and ineffective.

It’s important that you don’t lose focus of why you are building an app for your company. Sure, it’s great to have over a million users, but what is the end goal? Whatever your reason for moving to mobile, stay focused.

The average company is largely ill equipped to understand the needs of integrating an app into their business – how much will it cost, what will it do, how will it integrate into the wider plan? A mobile strategist provides the road map that takes you from conception to end product.

So is it time to slash your advertising budget and invest in an app? In my opinion, the answer is yes.

Apps capitalise on a moment in a way that traditional advertising cannot. It provides an immediate functional solution to a users need, as soon that moment arises. Whether it’s boredom on a train and the desire to play the latest game, hailing a cab, paying a bill, looking for a date for Saturday night, buying a new dress, or ordering pizza – we’re not going to wait around. Companies need to get in on the mobile game.

Advice for transitioning to corporate mobile:

  • Talk to your customers. How do they interact with mobile?
  • Consider why your business needs an app. Think beyond achieving high download rates. Consider your objectives and what strategies you have in place.
  • Check out your competitors. It’s good to know what they’re up to. Look to successful companies and other industries. What are they doing with mobile, and what is applicable or relevant to your business?
  • Don’t get to stuck on a concept. The more flexible you are, the better the end product will be.
  • Recognise the trend away from desktop. Mobile now accounts for a quarter of all web traffic. Consider how this move may affect your business in the future (employees, customers, clients) and start integrating this into your decisions.
  • Don’t think of an app as a project-based investment, but a business infrastructure investment. An app is not a standalone product but something that needs to be integrated into your business process.
  • Do your research! Talk to mobile experts and don’t be afraid to ask questions. The technology and approach is not your traditional digital marketing or IT. 

Please login with linkedin to comment

#BrandcastAU Jetstar Tablets

Latest News

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

Spikes Asia Brings Spikes Awards Forward To February 2021
  • Media

Spikes Asia Brings Spikes Awards Forward To February 2021

Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]

Finalists In Round One Of 2020 Australian Effie Awards Announced
  • Advertising

Finalists In Round One Of 2020 Australian Effie Awards Announced

Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.