In case you haven’t heard - we here at the IAB’s Mobile Marketing Center of Excellence are on the charge to Make Mobile Work
this year. Based on our research last year
around marketer perceptions of mobile and roadblocks to broader adoption of mobile advertising we’re setting out to show brands and agencies how to overcome these issues (both real and perceived) and start engaging with audiences on all of their devices.
Our first webinar took place last Tuesday, March 18 and was all about discovering the power of HTML5 to create superior mobile ad creative. More than 150 marketers, agency buyers and publishers joined in to hear the IAB, AOL and Google discuss the importance of mobile advertising and steps to get started using HTML5. The webinar showed the power of HTML5, increased engagement of these ads and a walk through of how one brand started down the path to adjust from a Flash-only strategy. You can view the webinar and accompanying materials here
as well as explore upcoming sessions on Make Mobile Work.
To keep the conversation going, Mollie Spilman, EVP Global Sales & Operations at Millennial Media, one of the original signatories of our Open Letter to Marketers, shared the following findings:
Millennial Media HTML5 Report
Through the use of rich media, agencies and brands are creating clear, meaningful experiences for their audiences. They’re going beyond the banner to leverage unique features such as gamification, swipe galleries, voice recognition, video, and more - and seeing the benefits in spades.
In our latest Millennial Media S.M.A.R.T.
, we report on the impact rich media and video ads have on click-through rate (CTR) vs. standard banners. Automotive rich media and video ads, for example, saw an average of 3.5 times the CTR of standard banners. We’ve found that automotive advertisers often use video in their campaigns to show in-action driving, or dynamic ads that allow a consumer to swipe through different vehicle models or colors. Rich media and video ads run by education advertisers also saw 3.5 times greater CTR than standard banners. These brands incorporate animation, short quizzes, and video to get consumers thinking about their learning needs and resulting careers. Similarly, consumer goods’ rich media and video ads saw an average of 2.6 times the CTR compared to standard banner ads. Consumer goods advertisers tend to use video and interactive games to drive brand awareness.
EY (Formerly Ernst & Young) is one company taking its brand awareness
to the next level through rich media. In an effort to stay top of mind for - and appeal to - business and accounting majors interested in post-grad entry level positions, EY tapped Millennial Media and Mediahub/Mullen to craft an interactive, highly-targeted campaign. The creative teams collaborated on a strategy to take the main pillar of EY’s campaign, “Amazing from every angle,” and turn the messaging into an engaging experience that allowed mobile users to choose from a selection of origami figures and create them virtually through their smartphones’ touch screen. To ensure the creative reached the most relevant audience, Millennial Media also added deployed geo-location targeting capabilities to pinpoint, within two miles, the 57 pre-selected university campuses.
Rich media capabilities will continue to evolve as mobile devices evolve - but don’t wait! Creative teams are pushing the limits of mobile, much to the benefit and satisfaction of advertisers and consumers.
About the Authors
Belinda J. Smith
Belinda J. Smith is Senior Manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau.
Mollie Spilman is EVP of Global Sales & Operations at Millennial Media.