Anyone looking for media jobs in advertising will have little option but to contend as creatively as possible with the great mobile disruption, according to a veteran advertising and digital media executive.
Quentin George recently told the London Financial Times newspaper, “People were concerned with the transition from print to digital and TV to digital. Get ready, it’s going to get a whole lot worse.”
The elusive mobile revenue yield
The challenge remains how to generate revenue in a field which is a logistical nightmare. Ads have got to look good across thousands of different devices with countless variations.
The problem for anyone holding commercial media jobs in mobile advertising is, bluntly, this: mobile ad spending is growing faster than any other media category, but the global revenue yield remains minuscule at $6.5 billion. That’s a paltry 1.3 per cent of all ad revenues.
So what’s the answer? Maybe the search for “an” answer is flawed in the first place. Multi-track creativity seems to be called for instead. We do know what doesn’t work. Planting a display ad inside an app or on a web page’s border just flops – it’s not only dull, it’s infuriatingly small and stands more chance of antagonizing a prospective costumer than enticing her. Transposing concepts that were born in print onto mobile is usually a bad move.
Phuc Truong, MD of the Havas-owned mobile ad agency Mobext, says, “You have these old-world media players that are trying to use what worked for them in the past and slapping it on mobile. It is not the same thing at all. It is not even close.”
Wanted: new marketing models
This is where a new generation of creative talent seizing media jobs in mobile advertising may come into their own. And they’re already facing fierce competition: mobile ad startups and innovative media companies are furiously at work developing new marketing models for mobile.
An emerging front runner is mobile video advertising, which has succeeded in persuading some advertisers to pay up to $25 to reach 1,000 viewers – a comparatively high price in the field. And Facebook saw ad sales rise on its network after introducing ads into the newsfeed for mobile gadgets.
One thing is certain: if you’re looking for media jobs in mobile, your principal attribute will be your creativity.