“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Michele Tobin, vice president of global brand partnerships and advertising at Rovio.
In the not-so-distant past, there was a “one-size-fits-all” model applied to advertising. Once a brand decided which medium they wanted to advertise in – television, print or radio – they had a blueprint to follow.
There was basically only one ad format per medium to consider: a 30-second video, a 60-second radio spot or an 8.5 x 11 print ad. No matter who the audience was or where it was being seen or heard, there was one way to build it. Advertisers also thought that if they wanted a campaign to run across multiple mediums, they could simply reconfigure their message and run it in a new channel.
Now that we are in the age of mobile, the layers of complexity for advertisers has increased tenfold. Marketers trying to stick to a single blueprint are struggling.
The consumer experience on mobile is specialized and personal, and varies depending on what publisher or platform a person is interacting with at the time. Depending on whether they are Snapchatting, tweeting, sharing selfies, checking sports scores or playing a game while waiting in line, the user’s experience can differ significantly. Some apps have session times that average less than 30 seconds, while others average five minutes or more. As brands plan mobile campaigns, it’s crucial to understand these nuances.