The future of mobile advertising is display. To clarify: it’s not in iAds or other software from OS makers and carriers. Tapping on those teeny-tiny “x”s in pop-ups requires an annoying amount of precision, and users generally ignore the ad content. The gap in mobile ad spending versus the enormous time spent on mobile is real, and it exists partially because of these unappealing little ads.Instead, the company proving that display advertising works for mobile is Instagram, the photo-sharing app that Facebook bought for $1 billion on Monday. Instagram’s 27 million users not only look at mobile ads — they rate them, share them, comment on them, and perhaps even like the brands using them a little bit better.
Just don’t call them ads. Instead, call them pictures, and if you’re a brand, make sure they’re interesting or beautiful to look at. See for example Burberry’s hazy, over-exposed “behind-the-scenes” shots of models and fashion shoots. They’re appealing in a way that glossy magazine pictures aren’t, because they’re not the commoditized images that consumers might expect. Instead, they’re a hip, attractive, insider-y collage. And they probably make consumers think of the Burberry brand more favourably.
You can hear more about smart mobile marketing and ad tactics at the Mobile Advertising Conference, taking place June 14 in New York, hosted by Business Insider. Extra-early-bird tickets are now on sale. The agenda covers everything from in-app experiences and stealth ads like those on Instagram, to content integration, traditional display, and geo-local targeting.
You’ll hear from mobile and product chiefs including:
- Tim Reis, Head of Mobile Display, Google
- Chris McCann, President, 1-800-Flowers.com
- Michael Bayle, SVP, ESPN Mobile
- Kevin Brown, VP Global Mobile Solutions, Citi
- Robinne Burrell, Director of Mobile Products and Distribution, Match.com
They’ll dive into the top questions and issues for advertisers and publishers, such as:
- Smart Phones vs. Tablets vs. E-readers
- Achieving The Next Level: Lessons Of Mobile Gaming
- Apps: To Build Or To Buy?
- Third Screen Experiences: Making Content To Go
Get your ticket here, and join the discussion on June 14 for a day of intense industry insight and valuable networking. Meanwhile, you can follow @BI_Events on Twitter for discounts and updates. See you in June!
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