In this insightful post by Mark Rabkin, VP of Core Ads,Facebook, he reminded us the one thing to remember about video advertising is
that: smartphones are not tiny
televisions. It is easy to forget that, especially when a marketer has
created a piece of content and is eager to serve the same message across
seemingly similar platforms (TV, YouTube, Facebook videos, etc).
Mobile advertising is a different
landscape than digital advertising, and must be seen and treated as such.
Seeing it simply as an extension of digital advertising is to ignore how
complex the landscape of mobile advertising is.
- People scroll through mobile News
Feed 41% faster than desktop News Feed.
- A 2-sec ad view on other platforms,
such as YouTube, can be considered a lifetime of Facebook.
- No mobile platform has proven it can
sustain run-of-the-mill 30-second spots at the scale TV once provided.
Above are just some data that he rolled
off, but it is interesting to see how digital marketers tend to expect, or even
demand, similar KPIs in different channels. In his post, Mark was making a case
for measuring business value and results on a per-creative, per-platform, per-audience basis. This, to me, was a
great reminder on the importance of measuring things right, so as to gauge the
success of a campaign. Too often, we digital marketers get overwhelmed by the
data that digital offers, and simply ask for topline metrics in order to
simplify the results for our own understanding.
One insight he revealed about mobile, which
I thought was particularly illuminating, was that it has trained people to
focus, choose what's relevant, consume what matters and move on. How marketers
understand this nuanced behavior exhibited by their consumers will be crucial
to their mobile advertising success.
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