The Mobile Reach.
Staying informed on trends that has potential to increase your clients value and bottom-line is a Creative Director and Account Executive‘s job. Ad Age recently published data that shows the massive increase in Mobile Ad revenue… and the numbers don’t lie.
“Mobile-advertising spending is set to double to $9.6 billion this year and leap another $5 billion in 2014. Where as, Desk-top Ad spending is at an anemic 1.7%. Digital-ad spending as a whole is set to grow 15.7% this year, and mobile, is clearly the driver.”
Savvy Consumers.
The difference is that adults are spending a larger percentage surfing on their mobile instead of their PC or Laptop, and the user-experience and structure of the apps and mobile solutions are intuitive and effective, not to mention the actual simplicity of tracking and targeting for specific returns.
For any good AE, knowing this and educating the client on these principles and data is essential to the clients overall campaign development. Where as, the CD must insist that the solutions take into account user-centered principles. It is not enough to just translate or re-purpose your website. The mobile experience is a much different delivery platform.
The User-Experience.
The message needs to be clear immediately. How your targeted market interacts with the flow of information and how they interact with the platform or device is just as important as the message.
The numbers don’t lie. AE’s/CD’s have to be educated on published data that reflects reach. Attain intimate knowledge of your targeted market, and research, how their behavior and needs influence their interaction. Finally, create that unique space with user-centered principles for an effective presence and return.
The data is clear, client investment within the mobile space, is a smart value.
Janine Risk/Creative Director. www.janineriskdesign.com