Mobile advertising hasn’t fully come into its own yet, but the potential to create emotional connections with brands is there. Today’s mobile advertising mirrors the early days of the Internet where irritating formats like flashing banners interrupted rather than engaged us.
However, the way we use our phones to stave off boredom and fill in small windows of time (in lines, in transit, etc.) is an opportunity for brands to fill the void with positive experiences and emotional connections. This can be watching a new Fox movie trailer, getting a J. Crew fashion tip, or discovering a new craft beer from your favorite Colorado brewery. Brands that capitalize on the way people actually enjoy using their phones will win in the mobile space.
Mobile, like many channels, can stand on its own, but that’s not how you get the best user experience. That’s not how people consume media. Multiple screens and multitasking provide interesting opportunities for brands to strengthen interaction. For example, we recently had great success with an ABSOLUT campaign leveraging an existing mobile behavior (Shazaming a TV ad) to lead to an immersive digital brand experience.Also, Amex did a great integration with words with friends, Kiip’s business model is built on linking happy gaming moments to brands, and BuzzFeed is capitalizing on the ability to create highly visual stories brought to you by brands.
Catherine Davis, President Vizeum
Excited to be included in this article on Yahoo Water Cooler Talk