If one has noticed the nature of mobile ads (mostly in apps), it is not a very effective medium. The ads that pop up in-between a game or information is perceived as a interruption rather than a piece of related info. And with the rise of ad blockers, marketers are forced to ponder about how to launch an ad as an experience on a mobile device. The solution is Content Marketing.
Content marketing can resolve the poor advertising experiences. Content marketing is anything such as blogs, articles, reviews, e-books, graphics and videos. It is a medium to exchange information value between brands and consumers. Companies such as Coca Cola and Microsoft have made a huge shift in their marketing budgets to spend more on content marketing focusing over a quarter of their budgets on these types of strategies.
Difference between display advertising and content advertising
|Display Advertising||Content Advertising|
|User Friendly||Large screen video ads and interactive banners that interrupt the viewing experience||Users who want to read relevant articles access content sites|
|Branding Vehicles||User’s perceive an ad as a motive to sell a product or service||Content marketing is designed to deliver a more meaningful experience to the consumer without any strings attached|
|Attention span||Consumers last an average of 1.6 seconds on a display ad||Consumers spend almost 345 times longer engaging with branded content|
|Engagement||With a shorter attention span it is highly unlikely for a consumer to recommend the product to a friend||With an option to share a blog or a review on the social media sites, there is a greater chance for consumers to spread a product or service news to others.|
Content marketing is surely here to stay but it is very important to provide rich content experience that focus less on their brand and more about creating a true value exchange. Great content marketing should also be a combination of sponsored content and consumer generated content. By allowing consumers to socialize with the brand and likeminded peers, share their opinions and–in some cases–become content experts themselves–all parties win.