Intrepid hopefuls looking for media jobs in mobile advertising might do well to heed the advice of Sam Pattison, the Head of UK Sales at the in-content ad platform, Vibrant Media, who has recently blogged about how to make mobile media really work for advertisers.
No one with any kind of experience in media jobs in the mobile phones advertising space is under any illusions that it’s a tough market. Just take the dismissive power of mobile devices: with a double thumb-click, the banner ad that’s just appeared is toast. Consumers like this; they get to control their viewing, enjoying the benefits of free content while disposing of distracting ads in the blink of an eye. Being “served” and being viewed aren’t the same.
Ads that appear around the content can easily be zapped and, as most premium publishers operate without mobile-optimized websites, traditional banner ads look cheesy and might even damage brands. And because mobile devices have become a privileged aspect of users’ personal space, mobile ads that intrude here, Pattison says, “have the greatest potential to offend and irritate.”
Still feel like applying for media jobs in mobile advertising? Well, if you catch Pattison’s drift, there’s every reason to look forward to a successful career. Mobile ad formats, he insists, absolutely must be compatible for every device and they must respond to native gestures like screen rotation or double thumb-clicks. That’s not just to deliver creatively engaging ads, it’s to give the consumer control.
Research conducted by Vibrant Media found that 81 per cent of consumers favor ads they can initiate themselves; ignore this, and the strategy is on a hiding to nothing.
And, Pattison explains, they’re far more likely to initiate an ad that’s relevant to the digital content environment they’re in when it’s served: 70 per cent say they’re inclined to ignore ads that lack relevancy to the page content. Ads that enhance the mobile content experience will be much more successful in engaging them — and the ones that do this most effectively tend to be nimble, in-content messages, Pattison’s research suggests.
And they’re more viewable than anything that can only be displayed around the content: those ads are a thumb-click away from oblivion.