The data makes it clear that the golden age of mobile advertising is just around the corner. The revenue figures that mobile advertising already generates, as well as the future projections or the upward number of mobile users, make it clear how this support and these announcements will establish more and more solidly among those responsible of brands and companies do in their advertising strategies.But the spectacular growth of mobile advertising forces you to learn a few things. First, you need to understand how things have changed when it comes to advertising formats. You can’t just apply the same criteria to mobile that were used in the desktop universe.Second, it must be assumed that changing the screen also implies changes in reception. You need to understand how consumers access and accept advertising from mobile media.And that implies understanding a few things. The annoying formats that on the computer screen are often accepted as a kind of lesser evil associated with the experience of surfing the net on the mobile screen are seen as unacceptable.

Not only that: the window that Austria WhatsApp Number List the brand has to capture the attention of the consumer also varies.So, as a study by the Mobile Marketing Association (MMA) just showed , advertisers are in a situation of practically blinking an eye and you lose it. Advertisers only have less than half a second to reach consumers on mobile. As explained in Warc, this means that they have to achieve their impression, their impact, in half a second, before the consumer’s attention shifts to something else.40 seconds to reach the audienceAs Vassilis Bakopoulos, MMA’s head of research, explains, two-thirds of all ads seen on mobile devices are processed and recognized by receivers in less than half a second. On average, in fact, brands only have 40 seconds to make their impact.

It is a very low figure and it is, a very important piece of information, a shorter time window than the one that advertisements achieve on the desktop.”We could think very simplistically that they are probably more of the same. But, according to this research, they are not,” says Assisi Bakeshops. That is, no matter how convinced marketers are that the ads look the same in both scenarios, this is not the case. The study compared what happened on mobile phones with what happened on the desktop and reached overwhelming conclusions.You have much more time on your desktopThe time window for desktop ads is 500-750% longer than for mobile devices.

On average, desktop ads have a attention span of two to three seconds.All of this invites us to reflect on the marketing and advertising strategy that brands and companies follow, since, right now, the industry tends to recycle campaigns. That is, what one finds when browsing from a desktop and when browsing from a mobile terminal is not, in its essence, very different. The announcements are similar, the structure of the message is similar and the expectations of what is going to be achieved are very similar. What marketers forget is that the response of the consumer brain is not going to be the same.

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