Next Big Trend in Mobile Advertising

This is the post excerpt.

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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.

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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.

Author: 9mediaonline

9MediaOnline, digital media company specializing in marketing, advertising and publishing with substantial focus on deploying performance based marketing campaigns. We deliver over 500 million viewable ad impressions every day that focuses on measurable effectiveness of the campaign delivery. Validated impressions help add value to our list of clientele (Advertisers and Publishers) by giving them a more accurate picture on the campaign performance thereby facilitating their business decisions. Our primary focus is placed on demographics so as to help increase unique and relevant audiences

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