Home  › Media › Mobile
sitorsquat

Ad Execs: Mobile Needs Better Creative

  |  October 6, 2011   |  Comments

Advertising Week panel examines mobile challenges, apps, and other marketing issues.

Mobile advertisers need to be creative and embrace the spacial limitations that come with marketing on small devices, a panel concurred today during an Advertising Week event. Jonny Shaw, CEO of communications strategy firm Naked Tokyo, suggested that many of the current players were failing miserably.

"I cannot think of one [mobile display ad] that was truly enjoyable," Shaw said.

David Sable, global CEO of Y&R, recommended mobile marketers look at the history of radio and television to understand that their challenges are not unique. He pointed to the ad-related uncertainties of the early 1950s when it came to telling brand stories through static-riddled little TV sets.

"Somehow people figured it out," Sable said. "We are just at the beginning of [mobile]."

Later in the discussion, which took place at PricewaterhouseCoopers in midtown Manhattan, he said, "Be creative…People like to have those little emotional stories."

Angela Steele, CEO of Ansible Mobile, said mobile display ads often work best when messaging fits into a broader campaign. At the same time, she mentioned the power of a branded app that centers on providing a service. The exec cited the SitOrSquat app from Charmin as it helps women find clean public restrooms.

Whether it's display, coupons, or apps, Steele said mobile should manifest an experience that engenders consumers to a brand and affects their purchase decision. "Mobile provides a layer that a 30-second spot or a print ad cannot in terms of getting the person over the purchasing hump," she said.

Shaw of Naked Tokyo, which is based in mobile-advanced Japan, predicted mobile will be a more important marketing channel than television in 10 years. Mobile, he said, "can get beyond TV because TV cannot get past the interruption model."

The panel also discussed how mobile payments could alter the consumer marketplace. Shaw said creative minds will not likely be drawn to virtual wallet-based ad work, such as designing attractive coupons.

"No one creative wants to do anything in this space because it feels like we are trying  to mug people in their pocket," he said.

Meanwhile, the big agency CEO, Sable, painted a rosy picture about CPG and automotive brands' interest in mobile marketing. "Anyone I know - who is paying any attention - is trying these things," he said.

Steele said financial services clients, in particular, are currently very drawn to mobile. They, she said, "want to start, continue, and end in the mobile space."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...