People, not devices, drive convergence
These days, we can’t afford to talk media without talking mobile. What was once affectionately referred to as the ‘fourth screen’ seems, by all accounts, to be ruthlessly climbing the social ladder to vie for the top spot with TV.
The market is flooded with stats suggesting an almost mind-boggling upswing in the use of mobile devices by consumers, such as:
- 65% smartphone penetration in Australia
- 90% of smartphone owners use it to access the internet daily
- 30% of internet users have made a retail purchase via their smartphone in the last 12 months
With such an overwhelming amount of evidence pointing toward mobile being the dominant device of the foreseeable future, it makes sense that our clients are increasingly interested in playing in this space. Brands are currently investing in mobile advertising at a growth rate of 220% p.a, with an annual expenditure of more than $862million.
So how can we as agencies make sense of mobile advertising, and what is the right way forward for clients?
Firstly, agencies need to understand the tremendous change that mobile and online advertising is going through, in order to be able to articulate that change to clients and identify the best way forward for their brand.
One of the most important things to note is that despite the proliferation of mobile devices, advertising in this space is still a relatively new and sometimes confronting concept for consumers. Unlike more traditional channels such as TV, magazines or radio, where advertising is expected, the intimate, personal nature of a mobile device means they can very easily be perceived as intrusive.
To make an impact on mobile, brands need to work harder to establish their relevance or ‘reason for being there’ with users. This requires a deeper understanding of the user, their behaviours and the triggers that will incentivise interaction with your ad. Simply ‘being there’ will not suffice.
Fulfilling a consumer need or solving a pet peeve is one of the most obvious ways in for brands wanting to make an impact on mobile. When you consider the very nature of a mobile device – the fact we rely on it to make our lives easier – it’s not difficult to see why brands with an eye for problem solving tend to be successful in this space.
Illustrating this point is this year’s winner of Samsung and Visual Jazz Isobar’s ‘Create 32 Hackathon’ – a competition that challenged developers to explore new, creative uses for Near Field Communication technology.
Top honours this year went to a TapXPress – a seamless grocery shopping app that uses NFC technology to organise your shopping list based on aisle location, integrates location based advertising and rewards shopper based loyalty. The app is able to learn from previous shopping trips, targeting advertising based on preferences and behaviour, as well as share promotional discounts and store all of the customer’s loyalty information.
The idea for the app was born out of the creator’s own frustrations with existing shopping list apps which did not order items by aisle, meaning he wasted more time instore having to double-back and collect missed items. This is exactly the kind of insight brands should be looking to glean from their target audiences if they want to see success in the mobile space.
At this year’s ad:tech in San Francisco, Google SVP of Advertising Susan Wojcicki spoke to the importance of integrated campaigns that targeted people, rather than devices. Her presentation emphasised mobile as the mechanism not the answer; the mechanism will only deliver a result if your ideas are targeted and purposeful.
Put simply: know your consumer, know what they want, and seek to add value.
Success in this rapidly changing media landscape depends on our ability to understand, interpret and target the consumers themselves, as opposed to limiting our focus to the devices they use. Knowledge of their media footprint alone will no longer suffice – we need to get to know the ‘why’ behind the ‘what’.
Simon Ryan is Managing Director of Carat Melbourne
To read Ryan's other opinion piece, 'Improving Marketing Accountability…and then ROI', click here.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.