Selling Mobile & Tablet Advertising is Different
Over the past several months I’ve been invited to speak about mobile and tablet pursuits from both content and monetization perspectives. I’ve also spent countless hours with sales people discussing issues they run into when selling mobile advertising. Let me lay out the crux of the issue in a nutshell; mobile and tablet page views are growing exponentially, yet ad dollars are lagging far behind. Why is the rift so dramatic?
I feel the lag occurs primarily due to the lack of knowledge on the interactive aspect of mobile and tablet advertising and the ‘newness’ factor of mobile and tablet advertising in general (it’s hard to sell it if you don’t fully understand the worth and growth potential).
Take a look at the following graph. It is clear to see that within mobile media the amount of dollars spent on advertising versus the time users spend with content is dramatically unbalanced compared to other forms of media. However, newspapers and magazines have the opposite situation; users spend less time with the content, but the advertising dollars are still there! It’s obvious to see that traditional media must figure out mobile as well as tablet advertising, and the sooner the better!
Today, the primary advertising sold on mobile is display advertising (banner ads). Many clicks of display/banner ads are inadvertent due to the small size of the screen and therefore cause the analytics to be rather inaccurate.
The solution to the issue is to create interactive landing pages – user experiences that take advantage of the features of the mobile device.
Take a look at the example below (Kohls landing page built for an iPad app). Rather than displaying a simple banner ad that runs across a small portion of the screen, we’ve created an interactive full scale landing page with maps, store locator, social media links and deal specifics. This particular ad received 11x more engagement than a banner ad that carried the same promotion. The key was building an experience for the end user, something that didn’t act or feel like a static ad. This landing page ad can still be sold using a CPM basis, but at a higher rate due to customization of the ad.
When considering the iPad (or tablets in general) the job of selling and delivering ads is totally different than selling ads on smart phones. The biggest reason is due to the engagement factor of people using the iPad. A typical user spends anywhere from 10-20 minutes with most content products. A highly engaged audience expects to see advertisements, but these advertisements need to be part of the content experience. Display ads don’t cut it. Landing page advertising carries highly visual and interactive elements, tied directly to the promotion. An even more critical component to this process, is the way it the ad is sold to the advertiser. The Sales person must convey to the advertiser that the iPad/tablet is more like advertising on TV rather than advertising on a website. CPM selling doesn’t work here. Similar to television advertising, tablet advertising is a “share of voice” type of sale. It’s more about a percentage of pages viewed or time spent by the user within the content. This means that if your product is a highly visual and interactive (with a lot of video); users are going to spend 4x as much time on average, as they do with your web product! This is where I highly suggest you learn how to sell share of voice! If you don’t, you run the risk of selling everything in a bundle format (with print and web), and consequently undervalue inventory on the iPad.
How do we really get to the bottom of this issue and find a solution to the problem of selling mobile and tablet advertising effectively? The suggestion I have may be considered controversial, but here it is: you must build a separate sales group focused on mobile and tablet.
The majority of traditional media businesses are just now figuring out how to sell interactive on a CPM basis. This being said, a traditional media sales rep’s plate is already full with selling print, web and other third party products. Then “BAMM!” now comes the duty of selling mobile and tablet as well. Also, it must be understood that selling mobile advertising requires a lot of hand holding to develop the interactive elements and to create something that will work on small screen. Also, tablet advertising requires a completely new way of selling and creating ads for advertisers.
If you believe as I do that mobile and tablet represent the largest opportunity on both content and monetization/revenue fronts, you’ll want to avoid adding mobile and tablet to your current sales organization. Rather, you’ll build a separate sales group focused on mobile and tablet. And, of course consider mobile and tablet advertising as a big piece of the revenue growth required to get back to growing revenues.