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How a CMO can Control their Brand and Advertising Effectiveness, in the Mobile Age

By Richard Knott, Regional Director APAC, Celtra, Inc


Richard Knott, Regional Director APAC, Celtra, Inc

We are truly in the age of mobile, and our focus on it within the advertising industry is no different. In Q3 of 2015, 78% of Facebook’s advertising revenue came from mobile*. Concurrently, we’re seeing an explosion in adblocking ascertain quarters of the advertising industry, accelerated by programmatic media trading, have trampled on the needs of consumers in a desperate hunt for clicks. But why should you, as a CMO, care? 

Your brand could be a victim of poorly executed display tactics annoying consumers. Unscrupulous ad companies that use banners you can barely see, hidden close [x] buttons, and frustratingly slow-loading ad experiences still exist.  Digital-savvy industry participants are wary of them, but this is not a concern of the consumer. If consumers see your brand in poor ad experiences, they tend to blame you or develop a negative brand sentiment, rather than the ad technology or media partner you are running with – and perhaps, you didn’t even know it was even happening.

In the mobile space, there has been a common trend for mobile advertising creative to be produced by the publisher or ad network, not your appointed creative agency. Many publishers and ad networks are very good at creating great ads, but, of course, there are a few that aren’t. And even with those that are good at it, you are handing over your precious brand identity, guidelines, quality control and messaging to a company that has not been specifically appointed to specialise in these areas. And consider the added confusion that exists with each individual supplier as they create a slightly or vastly different brand message, each time, for every campaign. If you are running a campaign across 100 different ad networks and publishers, it’s completely plausible that you could be running 100 different adcreatives, with 100 differing messages with many, many tags. You are also losing all of the deep analytics and data generated on those campaigns as they remain with the supplier. You should and can have total control.

Thankfully, the move to html5 now presents an opportunity to centralise and control all of your cross-screen digital advertising creative in one location, globally. Through html5 platforms like Celtra, all your creative can be built in one platform location (and accessed by anyone you permit to go into the platform),offering a simpler solution to control creative quality, brand messaging consistency and brand guidelines. In all the best platforms, this scalability can be achieved without a restriction being placed on creativity. Meanwhile, local markets can benefit by gaining access to control localisation, whilst still benefiting from global best practices & design.

Furthermore, centralising your creative into one platform enables you to combine data and analytics, which will drive a better understanding of your campaigns to better optimise creative.  Many tactics are available, from simple information on how a user engages with your ad or when they stop viewing your video, to more complex tactics like dynamic creative optimisation and programmatic creative.When looking at the local benefits, on a global scale, you may find a particular ad variant is exceling in a small market and you may be able to apply those learning to all markets to drive better performance globally.

Equally, we have to consider the significant benefits derived from workflow efficiencies and the huge cost savings of one build, served globally from one platform.

The digital advertising industry, in some darker quarters, has descended into a quagmire of ever-reducing cost for ever-increasing clicks. With your mobile advertising creative often built by suppliers, this could cost you quality control, and brand policing rights – while driving consumers into the arms of ad blockers.Fortunately, the industry is responding and there are areas of bright light and hope. We are seeing many industry leaders turn to fewer ads and higher quality ad formats, and offer more quantifiable benefits to an advertiser beyond just clicks. Brands can also match that change by taking control of their digital creative, particularly on mobile. The days of not knowing where, what or how you are advertising your brandon digital are in the past. Taking control of your cross-screen advertising and brand message will both benefit the industry and the consumer relationship with your brand.


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