Nikao Yang, SVP of Business Development & Marketing, AdColony
What could or should advertising look like in 2020?
The path to the future is paved with the stones of the past.
As content continues to converge on portable devices, advertising in 2020 will usher in the era of “mobile everywhere.” One need not be Nostradamus to prophesy that by 2020, mobile will be ubiquitous for advertisers and expected by consumers. From news, to entertainment, to personal communications and more, we’re already living in an increasingly mobile world where content is at our fingertips, and the future holds an even deeper, richer integration between instant, organic advertising experiences and consumers in their everyday lives.
The future of advertising, though, will take a cue from the today.
From the dawn of the first television commercials, sight, sound and motion have proven to be the most effective way for a brand to communicate with consumers. Video evokes emotion and desire for a brand unlike any other form of advertising. So if video has consistently been the best vehicle for advertising for over 50 years, we like to think of advertising in 2020 as being the ultimate convergence of video advertising with interactivity, portability, personalization, and relevance for consumers.
In 2007, the launch of the original iPhone unlocked an interactive, lean forward experience that advertisers and consumers never envisioned and exponentially changed the way we consume content. As such, this interactive, lean forward environment in mobile created the ultimate engagement experience for brands with consumers. Today, consumers are one step away from making a purchase or taking action on their device in a way that was previously unheard of 50 years ago, and yet the impact of brand storytelling through video still holds strong as the ultimate creative channel to reach consumers.
We also believe that mobile won’t just mean smartphones and tablets in 2020 – mobile will be a more encompassing, fluid outlet for advertisers. We imagine a future where everything is a platform, and objects you encounter in your daily life can be a canvas for advertising. We’re already seeing this with video in eyeglasses and augmented reality experiences for mobile shoppers. Leading brands and creative agencies will further grow such innovations to reach consumers in completely new ways, primarily through rich, interactive video experiences with a mobility-first mentality.
What do we need to do now to get ready for this future?
To prepare for a future of mobile everywhere in 2020, the advertising community needs to focus immediately on, 1) Proving that mobile is an effective platform for video advertising, and 2) Innovating and improving upon the right advertising technologies to make mobile ad experiences better for consumers.
Proving it: Advertising insights to drive decision-making
Mary Meeker recently quantified that the mobile advertising opportunity is worth tens of billions of dollars. With this voracious market demand facing publishers and advertising networks, and yet limited ways to effectively deliver on the value proposition promised by video on mobile, the first step towards a sustainable future for advertising is proof that it works on mobile and emerging platforms.
Leading research firms are increasingly focusing on mobile ad performance to help marketers understand how mobile fares across brand and ad effectiveness.
For example, Nielsen recently put mobile video to the test in a major cross-platform ad effectiveness study (May 2012). The study, initiated by AdColony, Horizon Media, and a major CPG brand, measured the brand and ad effectiveness of the exact same 15-second video spot in live campaigns across TV, online and mobile. The study found that consumers exposed to the mobile video ads demonstrated significantly higher brand awareness, favorability and interest in purchasing.
Overall, mobile video delivered superior results in comparison to online video and TV across all key brand and ad metrics, proving that mobile video is a high performing vehicle to drive ROI and merits greater investment in cross-screen marketing campaigns.
Until this study, marketers had never really seen how well their mobile video campaigns fared relative to other leading video mediums such as TV and online in a head-to-head comparison. With consumers spending more and more time watching video on smartphones and tablets, and video now representing over half of all Internet traffic on mobile, studies like this one are crucial to validate mobile as an effective platform for advertising.
Key takeaways from the study to inform current and future marketing decisions include:
- Mobile video complements TV & online campaigns to drive greater awareness & action from target consumers
- As part of a 3 screen, cross-platform study, mobile video generated the greatest breakthrough & impact influencing general recall, brand recall, message recall, ad favorability & purchase interest
- Results prove that mobile video also provides an opportunity for marketers to optimize their media mix by moving more aggressively to mobile, capitalizing on a huge consumer trend towards mobility
Technology innovation: Towards a better consumer experience in 2020
With the fierce urgency of now coursing through the veins of marketers, they are loath to invest marketing dollars in emerging platforms or products that deliver a sub-par user experience. Getting ready for the future of advertising means innovating advertising products that foster creativity, support flawless brand experiences, and keep up with changing consumer behavior.
For example, in the instance of mobile video, spinning loading timers and grainy, choppy footage can leave even the most optimistic media veteran to shake her head in disbelief and rhetorically ask, “Can someone make something that just works?” There are over 200,000,000 seconds wasted a day by mobile users waiting for video ads to load, which lead to lower engagement rates for mobile advertisers and frustrated consumers.
The vision of mobile everywhere in 2020 should be bolstered by the ad tech industry’s ability to keep up with consumer behavior (which is increasingly mobile) and with new devices and platforms.
On our end, AdColony is paving the way for advertising in 2020 with its proprietary Instant-Play™ technology, which is transforming the way consumers engage with advertisers in mobile video. AdColony’s Instant-Play™ tech delivers ads instantly and in HD, resulting in a no-wait viewing experience and superior engagement. Carefully developed to overcome mobile video’s biggest pain points, Instant-Play™ creates a groundbreaking advertising experience for advertisers on mobile video today, thus answering the sentiments of the fierce urgency of now.
Armed with insights on ad effectiveness across platforms and the desire to create better ad experiences for consumers and marketers everywhere, the industry is well poised to prepare for a future of mobile everywhere.