In a relatively short time, mobile devices have become ubiquitous and mobile usage has transformed into an all-consuming experience. Today, the estimated time spent on mobile in the US is up to 4 hours and 29 minutes. According to Insider Intelligence, mobile usage will account for 35% of total media time in 2023.
The statistics are staggering and the message is clear. Consumers are living on their phones and experiencing extreme content overload. What does this mean for advertisers? Read on to get the scoop and key recommendations on how to stop the scroll from our session during Advertising Week NYC.
Stop the Scroll: How to Win Attention on Mobile
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The Takeaway: People don’t ignore all ads, they ignore bad ads.
A 2019 Marketing Week study conducted in the UK found that only 11% of the population surveyed said that they liked ads. The other 89% either said they didn’t really care or they simply disliked them. To say it’s apparent that consumers have had enough of the standard banner ad is an understatement. What this study did not observe, however, was how people perceive standard ads compared to more innovative and immersive ad experiences.
During the Adweek session, our CEO Suzanne Spence presented findings from a recent study we conducted with Lumen Research. Not surprisingly, the study found that people viewed full-screen, interactive mobile ads 3x longer than standard mobile display ads. Brand recall rates for the full-screen ads were also 3-4x the mobile display norm.
With today’s technology, advertisers can create better ad experiences that lead to higher attention, longer engagement, and more meaningful connections between brands and people.
- STANDARD AD
- MOBKOI AD
STANDARD AD
MOBKOI AD
Full-screen, interactive mobile ads #FTW
AR, VR, and other hyper-engaging forms of mobile advertising are becoming all the more common among brands that want to stand out in the clutter and increase performance. In fact, through a recent analysis of our client’s campaigns, we found that video ads with interactive features achieved a 53% boost in engagement compared to standard video ads.
Of course, the ideal format for interactive mobile ads is the full-screen interscroller, as it provides a larger canvas for creative innovation. This point was echoed by co-presenter and Mobkoi partner, Alyce Panico of the Luxe Collective Group during the Adweek session. Alyce went on to explain that her agency analyzed hundreds of campaigns and identified a few key units that consistently perform well for clients', including the interscroller, bespoke units, and vertical and in-line video. Moreover, she emphasized that creatives with clear directives and KPIs are sure winners.
WHAT IS THE INTERSCROLLER?
Interscrollers are ads that reveal the ad content as the reader scrolls down the visited page. When the user scrolls to reveal 85% of the placement, it can snap to take over the entire screen. The user can opt out of the screen simply by scrolling to dismiss the ad.
Steps to start winning more attention on mobile
In summary of our Adweek session, the following are key steps advertisers should take to create better mobile ads and rise to the top in the attention economy.
Reach out to one of our experts to learn more about how we can help you build your next mobile campaign.
