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.”
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]