The small screens of smartphones makes brand messaging difficult, believes Steve Doyle, the chief commercial officer at online and video advertising company InSkin Media.
For a company that focuses on rich media, home-page take overs with large brand messaging, creating the branding messaging for a mobile device (excluding tablets) is a tough nut to crack, which is one reason the company doesn’t play much in the mobile space.
“Branding on mobile is a tricky one,” Doyle told B&T. “Whilst a lot of traffic is going there, while a lot of ad spend is going there and a lot of clients are focusing on it, and they absolutely should be, but I think the branding in mobile place is a challenge.
“What can do you do on a mobile phone today with ad tech? serve them a banner and make creative come out of it – but at the end of the day it’s still a banner – or you can put an interstitial in front of it which is where you’re taking over the page and interrupting the user’s journey – neither of which I would put down as great banner experiences.
“Our philosophy is about user experience and making it easy for the user, making it easy for the publisher and the advertiser, because at the end of the day we sit between all of those and we keep everybody happy.
“Mobile will be huge, but I think for brand advertisers mobile still faces a challenge.”
Branding is what InSkin Media does best, and the Aussie general manager Matthew Newcomb recently squashed the notion you can’t build brands online.
“We’d like to see more discussion on the value of online branding,” said Newcomb. “So many marketers just see click though rate as the metric for whether their campaign has been any good or not.
“We want to talk about how people have engaged with that piece of marketing communication, how much time they’ve spent with a brand, what impact it’s had.
“When you think about all the sight, sound, motion…the amazing creative that you can build, the amount of space you’ve got to play with – some people still think you can’t build brands online. It’s a total fallacy. Of course you can, and you should.”
The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]
Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]
Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]
The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]
Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]
Highlighting its craft and a world-class shopping experience, Australia’s favourite heritage brand R.M.Williams has announced a consumer competition to celebrate the opening of its new national flagship store at 345 George St. Sydney. Launching on 1 December in line with the new store opening, ‘If The Boot Fits’ invites brand lovers and new customers alike […]