Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Darja Klemenčič
Creativity has no boundaries… there are almost limitless opportunities to improve consumer experience, and today’s technology is only encouraging that. The best example is mobile advertising that allows a more appropriate, direct and, above all, more interesting experience for consumers.
With the real revolution and explosive growth of digital advertising in recent years, the advertising market is becoming more saturated with different ads and advertising methods. Although advertisers, ie advertising agencies, compete amongst themselves who will launch a more original and more innovative advertising campaign, it seems that lately they have drowsed off a bit, and forgot the dynamism of our new reality – the digital environment.
Insisting on classic advertising formats is not very encouraging for advertisers – users are increasingly disgruntled in the flood of such ads, and according to them, ads are increasingly bothering them, they are becoming annoying, and have the opposite effect of the desired one.
Consumer dissatisfaction is also confirmed by the fact that in the digital advertising world there are always more than one Ad Blocker programs or plug-ins, which cause major problems and damage to the advertising industry. Many people are likely to wonder how all this happened if there is so much potential in advertising. But this is no longer important – a much more relevant question is how to fix this situation. Find the answer below.
Freshness, creativity, diversity
Key factor in advertising is that our ad attracts attention of potential consumers, to pique interest at the right moment and try to influence their behavior and decisions. In the struggle for domination in the digital (more and more mobile) market, it is especially important that there is co-operation between marketers and clients, as well as understanding of the latter ones that digital marketing is part of the whole, and not just a side-track. Companies are increasingly aware that every brand needs freshness, creativity, differentiation – something that will make it different from others, something that will give it a competitive edge. The marketer’s job is to think outside the box and to develop and offer something creative – something that will attract and capture potential consumers, ie users. Only in this way the campaign can have a greater impact and efficiency, and the client will be better differentiated from the competition and above all it will be more creative and have a positive image in the eyes of the consumer.
Creativity is the key
Bad or non-original ads represent an unnecessary expense for all – advertisers, clients, and publishers. The effects of such advertising are not pleasant and stimulating – there are more and more ad blocking programs, advertising budgets are often ineffectively implemented, and worst of all is that a brand loses its value due to bad advertising. Creativity is therefore a key element in advertising, and is the greatest opportunity for advertisers. The main goal of leasing the media space is to transfer the message to the end user. The message must be interesting enough and interactive to attract consumers, and must be a positive experience for them. Creativity has no boundaries – the potential to improve user experience is practically unlimited, and today’s technology only supports it. The best example is that mobile advertising is becoming increasingly clearer to brands every day, as it provides them with more and more opportunities and platforms to improve advertising quality and create better user experience.
Future of creativity is in mobile ads
An excellent opportunity for creative inspiration comes from the remarkable growth in mobile advertising over the last few years. In 2016, mobile advertising revenue accounted for almost 60% of Google’s advertising revenue, and by 2018 it is expected to amount to three quarters. According to financial analysts from IHS Markit, by 2020, at a global level, more than 75 percent of all revenue from digital advertising will be revenue from mobile advertising, which in the last four years is growing faster than any other media. This growth is a result of increased number of smartphones and geolocation search capabilities, as well as the fact that we spend more and more time on mobile (smart)phones.
It seems that for now there is no end in sight to the explosive growth of mobile advertising, so the use and functionality of today’s smartphones represent a great opportunity for creativity in the world of advertising.
We are given the opportunity. How to use it?
The answer is neither simple nor a single one.” Emphasis must be placed on choosing the right format, which must be conceptually and meaningfully suitable for the target consumer group. If your ad format is not customized for the content (and vice versa), it may be frustrating for the user – it could be annoying for them. Then, equally important is the fact that the ads must contain the appropriate content ie the message. Consumers expect ads with relevant context and mobile ads are no exception. We know that consumers react when they see the right message at the right time, so it’s important for advertisers to make the most of their technology and programing options and adjust their ads, for example, depending on time or location. The advertiser is the one who creates interesting, creative, fun ads that attract potential consumers through their interactivity – they can draw, rotate, “pull”, “scrap”, “tap” on them and share them with their friends.
The next frontier of creativity – Virtual Reality
For some time now the world of advertising is buzzing about virtual reality (VR), which brings new growth in the world of mobile advertising. VR is gradually becoming more and more accessible, mainly because of the increase in video marketing that virtual reality brings to a whole new level. Virtual reality encourages users to interact with content, which, thanks to the advanced screens – a deep 360-degree environment experience – leads to a significant improvement in user experience. The use of VR can fully absorb the user by limiting external stimuli and allowing intensive interaction with the message, ie content. Such a strong experience, through multiple senses, makes the message much more memorable. VR experience therefore contributes to a real change in behavior, which can be used well for marketing purposes.
On the other hand, both marketers and brands interacting with users can collect detailed and helpful feedback. Google and Facebook are the most effective in advancing in this area where, with many versions of VR headgear, they try to provide more content for VR users. This trend will certainly be followed by of other social networks and apps.
For brands and marketers, who want to provide consumers the most realistic experience, VR is, and will be a key asset, which is a big leap in terms of intensity of interaction with the user, but also the biggest challenge for advertisers. According to all forecasts, for such a new level of creativity in mobile and video advertising, even skies are not the limit.
What do you think – will rapid technological advances in mobile advertising bring a new renaissance in creativity, or perhaps not?