How to get your digital ad campaign out of the dark ages
- by admin
The digital advertising industry is at the crossroads.
With more than a billion ads on the Web, ad tech companies are faced with the prospect of making the digital ad market more robust and competitive, while trying to make it more affordable and accessible for smaller businesses.
But one of the biggest challenges facing advertisers is how to make the ads look like they’re on mobile.
Google’s ad tech team has a great answer.
In a recent report, they describe how to use Google’s new mobile platform for delivering digital ad campaigns to mobile devices, and it’s a major change for ad tech, which has been focused on targeting on the desktop and desktop platforms.
“Mobile-first is the new desktop-first,” says Josh Hernan, senior VP of mobile and interactive advertising for Google.
“It’s not going to be as exciting for mobile as it was in the past.”
With Google’s mobile platform, Hernans says advertisers can build their campaigns on devices that are closer to the user’s living room than the desktop, so they can get a more personalized experience.
“If you want to deliver a mobile-first experience, you can do it on the phone or tablet or in the cloud,” he says.
“You can make your ads as mobile as possible.
Mobile first is not a new concept.
We’ve been doing it for years, but it’s been very new to a lot of people.”
The big difference is that mobile ads aren’t necessarily built to be seen on devices in front of users.
They’re also designed to appear on devices where they’re visible to users, which are much farther away.
“You can put them anywhere, and you’re doing it on a device that’s closer to your home,” says Adele Womack, cofounder and chief creative officer at mobile advertising agency Digital River.
“The more people who see it, the better.”
Digital River uses Google’s platform for the ads it sends to mobile users.
The ads can appear on mobile devices in the Google Maps app, or on a mobile app, the Google Play Store, or a mobile browser.
Womack says that the company has seen positive feedback from its customers who are using Google’s services to target their ads on mobile, and that the ads on Google’s site are now more like the ads in Google Maps, which have an average cost per click that is slightly higher than the Google ad prices for mobile.
“People are buying the apps, and they’re getting it, and the ad people are getting it,” she says.
Digital River also uses Google Play services to deliver its mobile ads to customers.
“Google’s a great platform for advertisers,” Womacks says.
Google Play is also a huge step up from traditional search ads, which rely on keyword and ad quality data.
But Google has said that it will allow users to buy ads through the platform in the future.
Hernans also says that while Google has been focusing on mobile ad quality, it’s also been making improvements to how it delivers its ads on other platforms.
In addition to mobile ads, Google has added new ways for advertisers to create digital media and content.
“We’ve added the ability to create and deliver video on Google Play, which is a huge advantage for mobile,” Hernens says.
“We have a lot more tools and capabilities now for mobile ads,” he adds.
“They’re going to take the best of mobile ads and turn it into digital advertising.
It’s just a matter of where you go with it.”
Hernan says that Google’s team of designers and developers has been working hard on new ways to deliver ads on its platform.
“When you see the first ads on this platform, they’re really cool,” he said.
“But it’s not quite right.”
The new ads look great on desktop and mobile devices.
But the design isn’t right.WOMACK says that some of the designers and programmers working on mobile ads have been working on the design of the ads themselves, so that they are more tailored for mobile users and that they aren’t too heavy or over-the-top.
“If you have an ad that looks good on desktop, you’ll be happy,” she explains.
“That’s the thing that really matters.”
Womacks also said that Google has begun working on a new way to deliver digital media to consumers.
“I think there are a lot people who are excited about the platform because it’s so new, and there are people who think it’s going to fall behind the competition,” she said.
“There are so many things we’re going through right now, and we’re really excited about it,” Hennan says.
Google is working on more than just new ads.
“Our focus is on building new ways of building ads on both the desktop platform and on the mobile platform,” says Womans.
“In particular, we are looking to build an ad service that’s as easy to use and as flexible as the desktop app.”
The digital advertising industry is at the crossroads.With more than a billion ads on the Web, ad tech companies are…