Riposte to Scotty Moore’s screed to CMOs to stop all mobile advertising immediately
Read the full article on mobilemarketer.com
We need to establish standards for how we measure mobile, expose the bad actors and improve the consumer experience.
The task is not trivial, but there some simple things we can do to start.
The design of mobile ads makes it very difficult for consumers to close the ad and reach the content that they are seeking, resulting in accidental clicks. Kudos to companies such as Google who started taking steps to address this issue last year.
Marketers need to collaborate with publishers to create an advertising experience that accommodates the size of the screen, highlights the brand and respects the consumer experience.
The challenge is doing this at scale and executing mobile campaigns without building individual publisher solutions.
Fraud is something that has plagued brands in the desktop world for five years, and it is now inflicting mobile.
Where the eyeballs and budgets go, so go the fraudsters.
While it has taken time wrestle the bot issue, and the job is still not complete, companies such as Integral Ad Science and WhiteOps have established standards and solutions for brand safety and fraud. Those efforts have given us a head start in mobile.
Companies such as Moat are doing great work to help marketers tackle viewability on mobile screens, a metric that fraudsters prey on.
Marketers need to engage with these early efforts to clean up. Do not run from the fraud. Tackle it head on.
Now, granted, branded applications are a great opportunity for marketers. Done properly, they build connection with consumers and integrate brands into an environment where the consumer has given permission to be marketed to.
But the reality is that consumers are not going to spend a material portion of their time in branded apps. They will continue to primarily use non-branded apps and mobile Web for things such as news, maps, weather and social media.
There is tremendous scale and efficiency to advertising in non-branded apps. Not to mention the obvious issue that brands need non-branded inventory to market their branded apps to consumers.
Rather than run away from mobile advertising, we need to work together to make it better for marketers.
SO WHAT IS the takeaway here?
The answer is not to abandon mobile advertising.
Nor is the answer to continue with the status quo.
The solution is to do the hard work to address the critical issues.
We need brands, publishers and tech companies at the table together, creating experiences that are good for consumers and that can be properly measured.