1. Creative opportunities this affords
Having spoken alongside some Vice Presidents for Advertising Products from media companies based in the US I can confirm that much investment goes into developing different ways of serving creatives from ads that are persistent to the bottom of the footer of the mobile browser, to videos that are embedded in banners designed to run on smartphone devices. As smartphone technology becomes more sophisticated so will the richness in interactivity of those adverts.
2. Tracking across devices
Since money is on account, it’s highly important for media companies to have accurate and consistent technologies to measure the level of interactivity of mobile device users and ads, which would explain the huge investment in tracking technologies to facilitate that including publisher and advertiser dashboards. The technologies across the different variations of mobile devices have their own footprints. Such footprints would be the browser specification which the websites would detect which are distinct enough for the mobile ad servers to know when to show an ad optimised for a tablet browser and when for a smartphone browser.
3. Technical difficulties
Having worked in one of Europe’s first and current leading Exchange Advertising agencies, I’m certainly aware that there are a number of issues that must be overcome including the ads not slowing down the performance of the page loads, the adserver codes not conflicting with other tracking that may be on the web page such as analytics tags, the serving of privacy notifications for countries in the EU using cookies to track user behaviour. All this before we get into the real time bidding of advertising impressions and user retargeting which is part of the Exchange advertising Google and Microsoft bought into a few years ago.
4. Do marketers need to exploit all devices?
The simple answer is yes, according to Our Mobile Planet over 75% of internet users have access to these smartphone devices. According to our aggregated and anonymised client data I can confirm that traffic from smartphone devices can make up to over 45% of website traffic in any given month. It’s important to understand the needs of a mobile and desktop user, what segments there are within the mobile user group, do mobile and desktop users overlap. These are fundamental questions that could shape the strategy and investment into exploiting mobile for any brand or organisation.