In this session...
Despite the rapid flow of advertising dollars to digital, and in particular to mobile, TV will continue to hold on to brand awareness budgets and cachet unless advertisers, agencies and media owners tackle some home truths. Better ads are the key to unlocking mobile’s creative potential and taking up to $20 billion in digital brand advertising dollars. Creative, influencer talent and targeted distribution are the key.
Digital spend has overtaken that of TV and much of this rise is due to the dominance of the smartphone; mobile advertising made up more than half of digital ad spending for the first time in 2016. This is indicative of how consumers are living today – mobile now accounts for about 65% of total digital media consumption and an average American adult spends a staggering two hours and 51 minutes on their smartphone every day.
Yet, such figures belie a fundamental truth that advertisers face: simply, that most advertising
on mobile is a terrible experience for the user, interrupting their targets on this most personal of devices and environments. Targeting and platforms may have been solved, but the ad format has not. Until now.
Robust mobile media performance comes from matching the right talent to the brand campaign, producing premium creative and leveraging smart paid distribution. It's time to make better ads.