Most Mobile Ads Are “Uninspiring”, Snakk Media Launches New Product In Response
Snakk Media has responded to the smartphone user’s hunger for better brand experiences by launching a new division – Touch Create – a “true mobile-first” creative business providing a range of mobile creative services to brands, media agencies and creative shops across Australia, New Zealand and Southeast Asia.
“Frankly, most mobile ads out there are completely uninspiring and it’s inhibiting mobile media spend,” said Snakk Media Group CEO Mark Ryan. “We were finding more and more brands and agencies wanted our mobile creative without necessarily needing our media capabilities, so we’ve kicked off Touch Create to service them with pure creative.”
He went on to explain that demand for mobile-first creative strategy is at an all time high, with marketers recognising that the only way to drive above-average mobile campaign results is by pairing the new breed of media technology with exceptional mobile creative.
“There’s really no point in cramming the same creative that’s been designed for TV, billboards or a laptop into a screen that fits in your palm. It’s simply not good enough. With access to touch, gyroscopic, GPS, accelerometers and other sensors on smartphones and tablets, we have much richer storytelling tools than ever before,” Ryan said. “The uniquely mobile combination of hardware, creative and content presents an enormously compelling opportunity for brands looking to go beyond simple mobile banners.”
Premium brands across Australia, New Zealand and Southeast Asia who have recently used creative from the Touch Create team include AirBnB, Adidas, Peugeot, Paypal, Lion Nathan, McDonald’s and Emirates. Prior to becoming a standalone division, The Touch Create team, via Snakk Media, has delivered more than 1000 pieces of creative for mobile campaigns over the past four years.
Touch Create is headed up creatively by award-winning creative director Carlos Guedes, who joined Snakk a little over a year ago from JWT & Isobar Portugal. He leads in conjunction with well-known Sydney creative agency identities Irini Jordan in Operations, and Chris Hackett in Client Services, both formerly of Ogilvy.
Guedes said the entertainment, auto and consumer goods industries are driving much of the innovation in mobile campaigns: “If your brand campaigns are not optimising the mobile experience for consumers from a creative standpoint, then you could be missing a significant opportunity over a competitor who is.
“With mobile campaigns, there is far more flexibility to deliver customised, engaging and immersive brand experiences. Yet research from the IAB 2015 Mobile Landscape Survey1 indicates over 40 per cent of marketers cite poor creative as a major barrier to using mobile advertising. Touch Create addresses a strong need for creative strategy, content and execution that understands the unique nature of the mobile device and the mobile audience.”
While working with Snakk, the team behind Touch Create has led several award-winning Snakk mobile campaigns. The global Mobile Marketing Association (MMA) named the Pepsi Next Taste Challenge campaign as an APAC finalist in their 2014 annual awards; while the launch of the latest release of the video game Assassin’s Creed Unity was awarded a prestigious 2015 Official Webby Honoree.
Touch Create complements Snakk’s portfolio of audience-targeting, geo-location and native advertising technologies, enabling the company to offer the full suite of mobile creative, content and technology services.
Latest News
Val Morgan Outdoor Promotes Kristie Barnfather & Alex Anthony To Leadership Positions
In another step in the evolution of Val Morgan Outdoor (VMO), the NSW sales team has been consolidated into one team that now looks after all three business verticals – VMO Shop, VMO Active and VMO On-The-Go. To reflect the changes, VMO are proud to see two young team members progress into leadership positions. Both […]
Virtual Working Preferred, But Real-Life Socialising Favoured: Are Media Survey
The shift to virtual working looks here to stay, but when it comes to the annual Christmas party, Australian women are putting health concerns aside to mark the festive season in person, Are Media’s latest HerPulse 6.0 consumer sentiment survey has revealed. Despite restrictions easing in many states, more than a third of women (35%) […]
This Is Flow Wins TPG Telecom’s Felix Mobile
Sydney independent agency, This is Flow, has been appointed to handle all media strategy, planning and buying for Felix Mobile after a competitive pitch process. F elix is an exciting new brand born out of the newly merged TPG/Vodafone entity, TPG Telecom Limited. The merger of TPG and Vodafone in June this year created the […]
How Retail Marketers Can Prepare For The November Sales Season
In this opinion piece, Shopify Plus APAC Director Shaun Broughton focuses on actions marketers can take to better understand their customer base and leverage learnings from success stories like Peter Sheppard and Aje during the pandemic on how to pivot and demonstrate agility in this fast-paced market… November is going to be one of the […]
Mission Australia’s Christmas Fundraising Appeal Urges Community To Support Hidden Homeless
Mission Australia’s new Christmas appeal highlights the pressures faced by Australia’s hidden homeless, people who are pushed into homelessness through no fault of their own, with a core message that every Australian should have a safe home. The fundraising campaign asks the community to donate to Mission Australia so the charity can support vulnerable individuals […]
Seven’s Upfronts: No More Plate Of Origin Or Pooch Perfect, The Olympics Is A Go, Plus An Enhanced Data Play!
It's your complete guide to Seven's Upfront; as CEO James Warburton announces new alloys & double muffler for his Audi.
Women’s Agenda To Launch New Women’s Health News Hub
A Women’s Health News Hub launches & reportedly won't be carry articles relating to the prostate or testicular health.
“Deeply Flawed”: Google Responds To DOJ Lawsuit
Google labels the DOJ lawsuit "deeply flawed". Surely, adding in "you bastards" too would've given it even more oomph.
People Are Calling This The Greatest McDonald’s Ad Ever!
B&T's labelled this "the greatest Macca's ad ever". And that's quite a call given Hamburglar, Grimace & Mayor McCheese.
Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
“She Sacked Me!”: Roxy Jacenko Reveals SAS Australia Ended Her Relationship With Candice Warner
Sure, B&T's year-long investigation into the poo jogger may be on hold, but we're still first with all your Roxy news.
How 2020’s Black Friday Will Be Like No Other
If there was ever a time to buy more shit you don't really need (airport duty frees aside) it's gotta be Black Friday.
Each Of Us Must Contribute Beyond Our Own Patch, Says Women in Media’s Bobbi Mahlab
If there's a "wise owl" in media it's Bobbi Mahlab. That's not to suggest she's a solitary, nocturnal bird of prey.
M&C Saatchi Promotes ECD Duo To Creative Directors To Lead Tourism Australia Business
There's a lot more to an Aussie tourist ad than just Uluru, the Barrier Reef & the Opera House. Not much more, however.
High-Profile US Journo Busted Masturbating On Zoom Call With Colleagues
If there's an indiscretion guaranteed to go viral in a nanosecond it has to be "masturbation", "Zoom call","colleagues".
Indie Agency Channel T launches Brand Campaign For Liquor Retailer Cellarbrations
Bottle shop ads are much like toilet paper or toothpaste ads, we'd still buy the stuff regardless if they advertised.
Lions Live Set To Launch Second Young Lions Live Award Brief
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Tuesday TV Wrap: SAS Knifes The Block, As Seven & Nine Share Rare Dead Heat
SAS proves that having lived in the street to a cousin of a D-grade celebrity is enough to get you on a reality TV show.
Are Australian Brands Missing A Subscription Opportunity?
This expert says there are top lessons in Walmart's subscription model. And not just its batshit crazy customers either.
Mindshare Boss Nick Emery “Filmed Himself With His Bottom Out” Prior To Sacking
Nick Emery's conduct has been labelled "inappropriate & offensive", but as you'll read here, it's also riotously funny.
HT&E Appoints Angela Ewers As New Chief People Officer
HT&E announces chief people officer who's job description doesn't include lifelike sex dolls or any other non-people.
Is Christmas Cancelled? Research Reveals Aussies Plan To Spend Less This Festive Season
On the upside, cancelling Xmas is top news for turkeys. On the downside, it's bad news for drunken sex with a colleague.
Russian Successfully Meddles In The New Zealand Election In Hilarious Campaign Via The Sweetshop
In what could arguably be the first time in B&T's publishing history, we're bringing you a "hilarious" election ad.
Pause Fest To Return In 2021 As Online Event
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Nine Director Of News Darren Wick Charged With Drink-Driving, Blowing Over Four Times The Legal Limit
In news that will shock absolutely no one, someone in the media industry has been revealed as having an alcohol problem.
Shutterstock Adds Editorial Video Service
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
The Data-Driven Revolution: Data Is The Key to Marketers’ Integral Role In Driving Business Growth
It's time to get on the "data revolution" that doesn't entail overthrowing the Tsar or guillotining the Royal family.
Cate Blanchett & Aussie Celebs Back DrinkWise’s You Got This Campaign For Year 12s Via 89 Degrees East
Sure, let's not forget HSC students in this CV-19 world, but let's not forget schoolies week ecstasy dealers either.
Breeders Choice Encourages People To Choose Better With Campaign Via The Sister & Mother Tongue Agency
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
