Random Ideas for Mobile Advertising
Here are things I’ve been thinking about lately in regards to mobile advertising.
- Mobile advertising seems really underdeveloped. Maybe in part because it’s difficult to tailor ads to various devices and it’s easy to push the standard banner ad inventory or just punt on originality and buy Google ad words. (side note – who actually clicks on google ads? how does this make money for anyone? they seem so worthless)
- Local advertising also seems fairly weak. What replaces local business ads in local papers once they all die out? It doesn’t seem effective for those businesses to buy google ad words. The geographic targeting seems limited and again, who clicks on those ads. There seems to be room for someone to come in and dominate advertising on the local level similar to what google did with online ads in general. Make it super easy and cheap for local businesses to display ads to people that are within a given radius of their business.
- My ideal mobile advertising scenario is close to what Foursquare has done. I check-in at one venue and it alerts me of specials nearby. Although it’s pretty basic in Foursquare. It seems like it could be way more targeted. I check-in at a bar and it could present offers for drink specials at the bar next door. I love the market that could develop for bidding on what gets displayed when you check-in at certain venues. (Side note – I really want to see sponsored badges on Foursquare seems like a great revenue model. Bonus points if the foursquare app handles mobile payments to track actually getting those badges. Pay for 10 lattes with the foursqaure app, get the latte lover badge)
Ad words and banner ads just seem lazy. Want to target rich people? put a banner ad on forbes. Want to target people who like to ski? buy an ad word for “ski”
Here is what I want in ads:
- Contextual relevant – This is the whole reason facebook ads are worthless. Just because I like books by Michael Chabon, doesn’t mean I want to see an for his book. I probably already have it and most likely I was just browsing someone’s drunken party pics so I was too distracted to notice the ad anyway.
- Engaging not just distracting – There are a lot of talented agencies out there, do something good. Make me want to experience the ad instead of just clogging up the intertubes and my screen with your 120x240 animated gif.
- Demographically relevant – I like that Hulu let’s me choose. I’d rather watch the Smirnof ad than the trailer for the new Sex & the City movie. (Bonus points to Hulu for recognizing that if you show me a 10 second ad instead of 3 mins, I will actually pay attention because it’s not enough time for me to leave the room)
- Geographically focused – I see ads for Sonic on TV sometimes. I want that slushy and tater tots shown. There is no Sonic in San Francisco. That makes me sad. This shouldn’t happen.
- Value Added – Mint does this well. I don’t mind seeing credit card or bank ads because they are presented in a helpful manner and again are contextually relevant. The same ad for a “no limits platinum joie de vivre” card shown on espn.com just pisses me off and ad block is going to boot it off my screen
Mobile advertising seems like it could knock all these out. I’m out shopping, I check-in at the Extra Big & Tall show me an ad for a sale on husky fleece pants at Old Navy next door. Maybe include multiple product photos or a little video. You can even scan the ad when i purchase said husky fleece pants to complete the feedback loop. Contextually relevant – I’m shopping, Engaging – some multi-media action, Demographically relevant – I’m a big guy who like comfy pants, Geographically focused – It’s for the store next door and it adds value – I saved some money or you sold me on something I didn’t think I even needed.
Is this too much to ask for? I submit no. Stop wasting time on this pennies per billion impression non-sense. Advertisers should be able to get much higher ROI on ads and I shouldn’t have to be inundated with crap. Ads are always going to be a reality, let's just make them not suck so much.