As a study by Trademob in late 2012 showed, around 40 percent of mobile ad clicks are either fraudulent or accidental, with more than half of them a result of ‘fat-finger syndrome’. That’s obviously bad for conversions and one major reason why advertisers pay less for mobile impressions (Google added another click into the mix to ensure users really wanted to visit a site). But Y&R, MEC and mobile advertising sales agency Mobile Embrace are trying to fight unintentional clicks another way: by making slightly more interesting mobile ads.
To promote the launch of Paramount’s Hercules, it went with an in-banner video combined with an animation overlay “to bring to life the film’s essence and offer users a deeper level of engagement that is more attention grabbing than a static banner ad”. Of course, given the results of a Pew Research Centre study that showed only four percent of respondents liked seeing ads on their smartphone, it could also be seen as more annoying from the consumer’s point of view.
“Mobile is one of the most personal and engaging mediums,” says Cindy Leong, spokesperson at Mobile Embrace New Zealand. “This campaign demonstrates yet again how brands can connect with their target audience in new and exciting ways beyond the banner and on a device they use the most. With standout formats such as these, users are drawn to interact, especially when placed in highly contextual publisher environments within our premium network … The in-banner video captivates users with a short teaser to the film that instantly plays when the user opens the m-site or app featuring the ad. Users are then prompted to click on the eight-second in-banner video which features an animated overlay, where the film’s title runs across the screen in a sequence of movements – without requiring the user to leave the page they were on.”
Amber Conroy, business director at MEC/Y&R, said it wanted to push the boundaries on user engagement and entertainment so taking this approach rather than using the traditional banner format means “we’re more likely to capture the attention of the growing volume of users on smartphone devices and interact with them in a more meaningful, fun and memorable way”.
The campaign is running on premium mobile sites and apps across Mobile Embrace’s publisher network, which includes The New Zealand Herald, Sportsmate (such as League Live, Footy Live, and Union Live) and Perform Group apps (such as goal.com, Cricbuzz and Eurosport). The campaign will run from 21 July – 27 July, 2014.