By: Grace Smith
First it was television, and then it was the internet. On your
PC, or your laptop, thanks to social networks and just browsing the internet in general advertisement were everywhere, and still are. Now the advertisements have tainted the inside of your pockets too.
Let’s put the fact that we are all walking and talking
advertisements aside and stuff our hands into our blatantly obvious branded jeans, sweatpants, leggings, etc. to (most likely) see a smartphone or a similar cellular device. A powerful device filled with many opportunities to throw a plethora of advertisements our way, and these markets have definitely been taking advantage of every single one of them.
In Michael Bertaut’s article, “Mobile creativity: Mobile is
more than a second screen”, he puts it quite nicely: “Mobile is more than just an additional screen for advertisers - it's an entirely new ecosystem that requires radically different data, tactics and creative to succeed.” In other words, you can’t just look at smartphones as just another extension to computer browsing. It’s as if it is its own superior product, changing the marketing game completely.
But, is it hurting the industry more than it’s helping it? There must be a limit somewhere, and myself along with many
others have hit it. Ad blockers are very popular and extremely useful to protect ourselves from such excessive forms of attempting to reach an audience. “Mobile advertising is killing itself”, an article written by Felix Salmon discusses the following: “Ad blockers are not a mortal threat to digital media. Ad revenue will always end up flowing to where the attention is, and since our attention is directed mainly at our phones these days, that’s where marketers are going to spend their billions. But the message being sent by the popularity of ad blockers is crystal clear: you can go too far. Installing ad blockers isn’t easy, and most consumers won’t bother—until they get very annoyed. Once they reach that point, they’ll just block everything.” I could not agree more. It wasn’t until after constantly being bombarded with a pop up every time I open an app or squander an attempt in a game did I download my first ad blocker and I’ve never looked back from it.
There’s a time and place for everything. If these
advertisements were better timed and thought out, they could go from being unlivable to bearable. In Sunil Gupta’s article “In Mobile Advertising, Timing Is Everything” he observes the following: “The glory of mobile phones is that they are the consumer’s constant companion – from the time the alarm goes off (usually on the phone) to the moment they get into bed (usually after a final email check). Understanding the emotions, mood, and the psychology of consumers at different moments in time is the next frontier of mobile advertising.”
"In Mobile Advertising, Timing Is Everything." Harvard Business Review. Sunil Gupta, 4 Nov. 2015. Web. 17 Nov. 2015. < https://hbr.org/2015/11/in-mobile-advertising-timing-is-everything>.
"Mobile Advertising Is Killing Itself." Fusion. Felix Salmon, 27 Sept. 2015. Web. 17 Nov. 2015. < http://fusion.net/story/204085/mobile-advertising-is-killing-itself/>.
"Mobile Creativity: Mobile Is More than a Second Screen." WARC. Michael Bertaut, Sept. 2015. Web. 17 Nov. 2015. < http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=81d1246a-d38a-44d0-aaf8-e77620f36eb6&q=adroll&CID=A105319&PUB=ADMAP#ReadMore>.