A new Global study exploring the mobile behaviours & preferences of consumers signals a warning and highlights the urgent need for advertisers to deliver more creative and relevant mobile advertising, or risk losing consumer engagement entirely.
The ‘Mobile & Me – The Remodelled Brand Opportunity’ report, commissioned by Quantcast, reveals that 37 percent of consumers expect adverts received on their mobile phones to be more relevant than on other devices; while 40 percent say that they wish mobile advertising was more creative.
Ad fatigue is a real thing. If we as digital marketers feel a pang of annoyance when we see the same branded advertisement for months on end, think of how consumers feel. People quickly reach a point where the more often you see an ad, the less likely you are to actually observe what’s being displayed.
It’s Important to keep the creatives fresh & alive
Fresh creative isn’t just something that’s a nice to have, it’s a need to have. Most credible sources recommend that you refresh your creatives every 4-6 weeks. However, if you’re advertising on Facebook (and if you’re not, why not?!) you need to change your creative weekly, that’s right WEEKLY. If your creatives are not regularly refreshed, Facebook will stop displaying your ads to your target audiences altogether.
Relevancy of Creative in Business
If advertisers focus more on relevancy and creativity, they will be perfectly positioned to seize the mobile opportunity in following ways:
Driving acceptance: 59 percent of consumers agree that they would be more accepting of mobile advertising if it was relevant to them;
Increasing purchase intent: a third of respondents stated they would be more likely to purchase from a brand that only showed them relevant advertising – an average that jumps to 43% percent among 16-34 year olds;
Creative ads drive consumer influence for brands: a third of consumers admitted they would be increasingly influenced by more creative adverts – an average that reaches 48 percent among 16-34 year olds.
Mining the ocean of Free to use Creatives
Real people create billions of social posts every day. Utilizing all that great, authentic user-generated content (UGC) – social posts, tweets, photos, videos, etc. – can help give your audiences the relevant experiences they crave and that your brand will never be able to manufacture. This content can help fuel your multi-channel marketing strategy and give you the ability to easily refresh your messaging while reducing the risk of audience fatigue.
This ocean of “Ideal Creatives” can serve as an “Encyclopaedia” of how you can project your brand to the consumer and hook him up.
According to current trends and industry developments, the need for a fresh creative to enhance the brand image is very much evident. Start giving your audiences what they want: authentic, engaging content created by real people like them.
MoMAGIC can help.
MoMAGIC is driven by “Data”. We believe the best way to reach your end audience is intelligence. To get there, you’ve to have partner who can bring your audiences into view and connect your customers to your brand story in a more meaningful, engaging way. MoMAGIC is your Trusted Partner when it comes to “Digital Media”.
For many brands, connecting “Digital” data points are a daunting challenge. MoMAGIC not only bring data together but provide you with the new ways to discover and manage the customer journey.
We manage all your “Media Ecosystem” through an integrated approach and drive intelligence around “Your Data”. This fuel the growth in terms of better “Sales” thus making a competitive advantage over your peers.