“The Smaller The Screen Got, The Shitter The Creative Got”
Online publishers are cottoning-on that audiences are increasingly shifting their viewing habits to mobile and agencies can no longer see ads on phones as a last-minute ‘bolt on’.
That was the view of a round table of digital industry heads at this week’s IAB Mobile Landscape Presentation in Sydney.
One speaker, Yahoo7’s mobile strategy and advertising manager Venessa Hunt, said she knew mobile’s time had come (with agencies) when she started seeing mobile-only briefs.
![0be4d40[1]](https://www.bandt.com.au/information/uploads/2015/04/0be4d401.jpg)
Hunt, who admitted she’d been in the industry long before the advent of the iPhone, said clients would book an ad and be given the digital or mobile offering as a freebie.
“Now there’s a real value attached to mobile,” Hunt agreed. “Two or three years ago mobile was an add-on and it would be the first thing to drop off a brief and now a lot of them are genuinely mobile firsts.”
It was only up until recently that all the best digital creative was saved for desktops and creative for mobiles was merely an afterthought of many agencies, Hunt said.
“It used to be the smaller the screen got the shitter and shitter and shitter it (the creative) got, but I think we’re starting to see some really cool stuff happen in the mobile space,” Hunt agreed. “Creative agencies are really owning that process rather than them just saying ‘here’s our desktop assets or our outdoor assets can you create a mobile ad out of it’. We’re really starting to see a seismic shift in that.”
Hunt added: “We have to stop thinking about mobile as a screen and start thinking about it as a behaviour; we need to stop focusing on the size of the screen and start focussing on what the user is doing on that screen.”
Mi9’s director of specialist sales, Ben Campbell, agreed that it was exciting to see mobile revenues catching-up with audience numbers and said Mi9 was working hard to “rejuvenate the NineMSN work properties to be more responsive to a mobile audience”.
Campbell agreed that, from a sales perspective, mobile needed to be packaged so one piece of creative could run across a number of screens rather than selling it as a “separate bolt-on”.
“I don’t think the mobile banner has really helped as a format,” Campbell admitted. “It’s not a great experience, really. I think a better solution is something like an Mrec where you can have one piece of creative that can run across desktop and mobile, that’s actually a really good thing for marketers and means they don’t have to invest too much into mobile creative and have campaigns that can run across different platforms.”
![BenSharp_286x353[1]](https://www.bandt.com.au/information/uploads/2015/04/BenSharp_286x3531.jpg)
Ben Sharp, managing director of audience targeting firm AdRoll, believed the biggest boost to mobile over the past year or so had been Facebook opening up more native ad formats in its mobile news feeds and allowing them to be used for more dynamic creative.
“A client can now build one piece of creative that can appear on your desktop news feed and the exact same format can be used on their mobile news feed and can be personalised to their audience. That’s created a massive shift in the market and Facebook has become so ubiquitous but shifts like this have really changed the game for everyone in the mobile space,” Sharp said.
Please login with linkedin to comment
Advertising Standards Bureau Branding by Air creative directors digital customer EMMA dataLatest News
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
Melinda Geertz Steps Down As Leo Burnett CEO, Emma Montgomery To Take Reins
After three decades, Melinda Geertz has stepped down as Leo Burnett CEO.
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]
Cresta’s Awards See Upturn As Ad Spend Starts To Return
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
Ashley Madison Shifts From Shock To Female Empowerment
Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]
Facebook Announces Plans For World’s Largest Shoppable Social Media Platform
Gerry Harvey meanwhile has sworn to build his own social network in retaliation to Facebook stepping on his turf.
Clems Melbourne Snares Charlotte Stevens To Head Myer Business
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
Microsoft Reaches $US2 Trillion Value As Apple Eyes $US3 Trillion
Do you ever regret not studying computer science at uni? Probably not... but perhaps you should.
Facebook’s VR Ad Play Hits A Snag
VR still hasn't truly taken off yet and we blame that awful Ready Player One film.
Reports: Google Draws The Ire Of EU (Again)
B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.
PubMatic Secures Data Partnership With HYP Technology
Think of data partnership news as being similar to celebrity hook-ups, just without weird combined names like Bennifer.
Publishers Cash In On EOFY Sales
Where are these same sales when you have to buy gifts for loved ones during Xmas, we ask?
Flybuys & The Trade Desk Help Connect Online & Offline Sales With New Partnership
Connecting online and offline data can now be as easy as serving a Woolies roast chook for dinner with this new deal.
Household Targeting’s Role In The Cookieless Future
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Cartelux Extends Agreement With MINI
This should come as good news for all 'Small Car Only' car spots in shopping centres.
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
If The Terminator taught us anything, it's not to start a fight with the robots.
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
This investigation may seem hard-hitting, but just wait till we tell you what Bakers Delight does with its finger buns.
Mega Sports Blunder Wrap! Testicles, Streakers, IKEA’s Ronaldo Stunt & What’s Under A Scotsman’s Kilt
B&T's condensed a week of sports disasters into this handy read. Stranger still, it's sans any NRL players whatsoever.
HEADS UP: Entries For B&T’s Best Of The Best Awards Close This Week!
B&T’s Best Of The Best Awards close this Friday! So don't prove yourself the fool of the fools by missing out.
Fiftyfive5 Expands Local And Global Talent With 45 New Hires
Insight-led consulting business Fiftyfive5 reports continued growth with 45 new hires between June 2020 and June 2021 across all geographies and levels, bringing the agency headcount to 147.
Ben Roberts-Smith’s Defamation Trial Put On Hold While He Awaited COVID-19 Results
Yes, the Ben Roberts-Smith defamation case sent to run for weeks amid reports Ben's already run out of ties.
Samsung CMO Josh Grace Among Several To Exit Tech Giant’s Corporate Marketing Team
Samsung CMO Josh Grace announces departure. Can now reveal he was secretly watching Apple TV the entire time.
Everything You Need To Know About The New DDO Laws & How They Will Affect Your Marketing Campaigns
Here's all you need to know about the new DDO laws. That's design & distribution obligations, not Doris Day's obituary.
Shopper Media Expands ISPT Partnership To 20 More Shopping Centres Nationwide
Shopper Media, Australia’s fastest-growing retail out-of-home media company, today announced its expanded partnership with ISPT that will see it install 230 screens across a portfolio of 20 shopping centres nationwide.
Red Bull Launches An Office Games Tournament In Australia To Give Wings To Workers
Red Bull gives you wings. Although too much of it can also give you caffeine toxicity, anxiety and heart palpitations.
Witchery Partners With GlamCorner To Boost Subscription Shopping
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
MASH Appoints Damien Miller As First General Manager, Wins Work With Experience Co And Minor Hotel Group
Following significant new business growth, MASH has appointed former VICE head of client services Damien Miller as its first general manager. It has also announced two new major client wins.
“We Can Learn From One Another”: How Supporting Refugees Makes Australia’s Business Culture Better
To celebrate World Refugee Day today, B&T's bringing you this. Still, don't expect the same on World Gouda Day.
