We all know that mobile video consumption is exploding, and as expected, ad dollars are increasingly flowing into mobile video ads. Smart advertisers are following the eyeballs. But when it comes to creative, many are looking backward for answers on how to move forward. Few are taking advantage of the mobile opportunity effectively.
Brand managers, marketers, creative directors, media planners and everyone else in the ecosystem (myself included) love to think of themselves as innovative. We’re all seeking the hottest, latest, never-been-done-before big idea. It’s easy to say, but hard to live up to. Sure, there are some brands experimenting with mobile video, creating unique executions designed for the small screen (see the recent Dewdles from Mtn Dew). But for the most part — and I think there is consensus here — mobile video ads are a giant, repurposed yawn.
Maybe part of it is because, as an industry, we’ve made some serious missteps with digital advertising. Be honest: Do banner ads pique your interest? Do you enjoy it when an interstitial pops up and you try to click the “X” to close it, but doing so actually clicks out to another site? As media evolves, and we gain greater control over what we read, watch, and play, digital ads seem less like ignorable wallpaper (at best) and can feel more like bad user experiences.
Source:: AdAge – Digital