Mobile

15/01/2016 | 22:25 GMT+7

Survey Suggests Mobile Banners Being Replaced By Native, Video Formats

ss-smartphone_money_mobile

According to a recent survey of 283 "clients and agency executives” commissioned by Trusted Media Brands, the mobile banner is a declining ad unit. Native and video were the formats many marketers said they were going to turn to this year.

Yet native ads face a number of challenges that might make them less popular over time.

Banners were the top mobile format being used today. However, the survey indicated that many agencies and clients were intending to shift away from banners in 2016.

Trusted brands survey

Source: Trusted Media Brands (2016)

Native and video were identified as the top formats for 2016. Native ads were valued by marketers because they were regarded as less intrusive (44 percent), better at increasing brand awareness (32 percent) and generating engagement (32 percent).

Yet marketers also said they were difficult to measure and not easy to produce. Those issues appear to be reflected in the drop from 50 percent to 45 percent of marketers who say they’ll use native in 2016.

While more intrusive, video was cited as better for brand awareness and engagement.

Trusted brands media formats

Source: Trusted Media Brands (2016)

Video ads can be compelling in mobile when used judiciously. Yet they’re not a panacea for what ails digital advertising. The rise of ad blocking can be regarded as an expression of dissatisfaction with mobile ads and ad quality in general.

Yesterday, eMarketer published a forecast that argued display spending (on desktop and mobile) would overtake search advertising this year. However, search was not discussed at all as an option in the Trusted Media Brands survey.

Search remains one of the most effective digital formats and arguably the least intrusive. It’s also generally not the focus of ad blocking.

Chia sẽ
  
Ý kiến bạn đọc
SEO

Successful SEO programs require content that supports the entire buy cycle

Successful SEO programs require content that supports the entire buy cycle

Columnist Joe Goers argues that many websites are focusing too much on the bottom of the funnel -- to the detriment of their SEO success.

How To Ensure Your SEO Recommendations Get Implemented

How To Ensure Your SEO Recommendations Get Implemented

Uncooperative clients and vendors got you down? Columnist Winston Burton gives his advice on how to overcome organizational hurdles to SEO success

SEM

Brand Bidding & PPC Optimization: The Value Of Brand Keywords (Part 2 of 8)

Brand Bidding & PPC Optimization: The Value Of Brand Keywords (Part 2 of 8)

Columnist Lori Weiman continues her series on brand bidding for PPC by discussing how brand terms improve the bottom line for advertisers.

PPC Paydirt: Check Out Our Top Paid Search Columns Of 2015!

PPC Paydirt: Check Out Our Top Paid Search Columns Of 2015!

From retargeting tactics to time-saving AdWords scripts, our top SEM columns from the past year covered a diverse range of topics. Check them out!

The Majority of B2B Companies Are Using Incomplete Data

The Majority of B2B Companies Are Using Incomplete Data

Almost three quarters of the records in B2B marketing databases are inaccurate or incomplete, according to a new study by Dun & Bradstreet NetProspex.

Forget B2B or B2C - It's About C2B

Forget B2B or B2C - It's About C2B

Speakers at IBM Amplify zero in on a better way to think about marketing strategy—the customer-to-business approach.

What Time Is The Super Bowl? Google & Bing Are Confused

What Time Is The Super Bowl? Google & Bing Are Confused

You might get information for 2015, depending on how you ask.

Charles Perrault Google Doodle Marks 17th Century Fairy Tale Author’s 388th Birthday

Charles Perrault Google Doodle Marks 17th Century Fairy Tale Author’s 388th Birthday

Today's Google logo has been replaced with series of Doodles to honor Perrault classics like "Cinderella" and "Sleeping Beauty."