‘Mobilegeddon’ is here to stay so how do you build an ad strategy for a mobile first world?
The media industry often talks about the importance of mobile but Vishan Jayasinghe argues social media companies are the ones best nailing the mobile format in the advertising space.
So much has been made about the underinvestment of mobile as an advertising channel. In fact Mia Freedman at the recent Mumbrella360 conference lamented how mobile dominates the ‘time-spent’ stat, yet only received 15 per cent of advertising spend.
I don’t blame her. Even despite ‘mobilegeddon’ being here to stay, it still seems that the normal response to add mobile to a plan has long been, and will still involve, taking a tiny portion out of the usual display budget and using a poor quality gif, or the accidental click-magnet MREC.
Despite this, it seems like the online advertising market has changed, with most marketers actually gravitating to larger mobile spends almost at stealth, without even realising it. The digital online advertising market is essentially resetting as we speak.
This from Mumbrella, May 15/2015:
***Facebook has launched its Instant Articles product to encourage publishers to post articles to the site. Matt Rowley looks at what it means, and asks whether it is a ‘faustian pact’. ***
Contrast with Vishan’s observation:
***It was a really neat trick Facebook played on us – something they are awfully good at. It’s almost like that Facebook environment has been the testing-ground for the mobile ad-strategy of today.***
Careful trad newsprint and others: Partnering with FB is synonymous with: “welcome to my parlour, said the spider to the fly.”
thank god there’s adblock for mobile or this post would make me angry
Mobilegeddon is just a algo from google to give mobile friendly sites a slight bump in rankings, its quite small at the moment as you can see many non mobile friendly sites still rank just fine. Ofcourse it’s here to stay but this article is just weird, im not sure you actually know what mobiledeggon is….
Well observed Vish,
Although I would learn more towards the ‘HTML5ageddon’ for creative agencies who now are all crying out for HTML5 talent compounded by the Chrome announcement blocking flash and media agencies moving away from recommending Flash all at once.
The M-site rankings move is just forcing clients to cater better to their current mobile traffic which has so far been forced to badly render desktop pages on a mobile.
Best beard in media, best mobile observations in media.