‘Mobile should be central to brands’ advertising campaigns’.
Fresh from hosting a workshop at last week’s Advertising Week in London, Mojiva and Mocean Mobile CEO David Gwozdz found a few spare minutes to chat with Mobile Entertainment about the mobile advertising ecosystem and the ever-growing importance of mobile advertising.
The past 12 months have been an especially prosperous period for mobile ad network Mojiva, particularly in terms of its tablet ad requests, which rocketed 600 per cent last year.
This led to the introduction of the ‘world’s first’ tablet-only network – Mojiva Tab – back in October of last year.
Meanwhile, Gwozdz has recently been in the UK to share his rich expertise with those in attendance at Advertising Week, providing crucial advice on how to get the very best out of their mobile advertising campaigns.
So, over to Gwozdz…
Daniel Gumble: To begin with, can you give us a little bit of background as to the relationship between Mojiva and Mocean Mobile?
David Gwozdz: The relationship serves as a natural suite of solutions for publishers. If you’re a publisher or an app developer and you’re providing content and your user base is coming in through their mobile devices, to monetise that content right now is one of the biggest challenges for any publisher.
If you look at the US market you’ve got Pandora, Facebook, Linked In etc., and with all of these companies their stock goes up and down by their ability or inability to monetise mobile. It’s the same with private companies; it all comes down to their ability to monetise mobile.
So, if you look at Mojiva and Mocean Mobile, Mojiva is a personalisation of that process of helping to monetise ad impressions. We have a sales team that will work with each publisher who will understand their content, how to sell it and how to represent it in the market. This will enable them to monetise from a personalisation standpoint.
But, what’s remaining for a lot of these bigger publishers, is that they have sales teams that are pretty good at selling online content but don’t know what they’re doing in mobile. And it’s not that they’re incapable of it, they just don’t know what inventory they’ve got to start with; so, how many users are coming in from iPhones or Android devices? Which countries? Devices that can utilise rich media? Normal sales people at a publisher have no idea how to access this kind of delineation of their user base. So, our Mocean Mobile ad serving platform gives large publishers and their sales teams the ability to understand the kind of content they have to sell.
DG: Mojiva recently reported significant year-on-year growth in tablet advertising requests, resulting in the launch of Mojiva Tab. What do you think is the core driver behind this trend? And, what effect does this have on the demand for smartphone advertising?
DG: I don’t think it has a negative impact, it’s just a different device; you use your smartphone differently to how you use your tablet. With smartphones there’s not as much long form content consumption, it’s more a case of looking up things quickly and keeping up to date with social media and friends. However, the long form enjoyment of content comes more with a tablet. So, the advertising that can really flourish on each platform is pretty different.
In terms of the advertising play, advertisers are very excited about tablets because they are more comfortable with the screen size; you can fit in a little more information about your product. Also, rich media, expandable ads and video ads are all just a little bit more enjoyable on a bigger screen.
Furthermore, the demographic, for the most part, is a higher-end demographic. That excites a certain part of the advertiser base that’s already committed to mobile; those that own tablets will have a higher disposable income and may represent a better customer base today than your average smartphone users.
DG: There are a number of brands that have yet to fully embrace the notion of mobile advertising as an important advertising channel. What would your message to these brands be?
DG: Picture your consumer from the moment they wake up to the moment they go to sleep; what are they doing? Where are they going? How are they using their time? And ask yourself ‘do you want to be a part of that day to influence your brand and build loyalty?’
As I illustrated during my workshop, UK consumers spend around two hours per day on smartphones. That’s a lot of time. And, it’s very personal, it’s very close, so that makes it an opportunity. So, if you can figure out a way to introduce your product or brand into that person’s experience, find the right place to do it, and possibly make it the centre of your media campaign. It doesn’t have to be 24/7 advertising, but think about how to start that relationship through their device and then think about how you parlay that message into TV, radio, outdoor etc.
DG: How many brands do you see placing mobile at the centre of their campaigns?
DG: Not enough. I’m starting to hear – and I don’t want to take full credit for it – but putting mobile at the centre of a campaign was a theme that I shared at a workshop I did in Cannes last summer. I hadn’t heard it before, but it seemed to make a lot of sense so we ran with the idea. This week, I’ve heard it mentioned several times, because mobile is in the middle of all these different mediums, so it’s a good talking point and it’s not being used by brands to a huge extent right now. It’s new and not quite understood yet; so many brands are taking the tried and true TV and online route. It’s a big leap for some of these guys, but we’ll get there.
DG: During your Advertising Week workshop, you said that the industry is yet to begin understanding 3D mobile ads. Do you see features such as 3D advertising and AR playing a more prevalent role in mobile ad campaigns, or will static banner ads remain the first port of call for many?
DG: Banner ads will be the first port of call because they’re easy and they’re cheap. The problems with 3D will be scale; price; which publishers have this ad unit at what price; and, if you’re going to spend the time to build the ad, which is going to be expensive for a while, where are you going to be able to run it?
The expense of building good creative is hindered by your inability to run it where you want, because you start adding targeting and rich media integrations, and the next thing you know, it wasn’t worth the build anyway, as you’ve spent to much on the ad and you can’t run it anywhere.