20 Apr What’s Hampering Your Mobile Content?
Mobile devices are quickly evolving beyond smartphones and tablets into smartwatches, fitness trackers, and more; recently 1 to 1 Media reported that marketers are still struggling with the same issue: delivering compelling content on mobile devices.
Ned Newhouse, executive director of mobile and native at Condé Nast, stated that, “If you buy an ad, it should be seen, but please make sure the ad you’re going to post is worth my time. We don’t have banner blindness–we have bad creative.”
Capturing people’s attention today is harder than ever. According to the National Center for Biotechnology Information, the average attention span of a human being dropped to eight seconds in 2013, down four seconds from a study done in 2000. That is one second less than the attention span of a goldfish.
Adding to the challengers are device fragmentation, a lack of standardized mobile measurements, and a growing concern for privacy. This year, 37 percent of respondents to a mobile survey cited privacy as a very important issue compared to 22 percent who said the same in 2013.
And as screens get smaller, marketers and publishers must find more direct ways to communicate. People need to scan chunked information to get caught up, not read lengthy ads that must be scrolled or clicked to get the full story.
The solution to compelling mobile content is not easy; you have to use key data to find a balance between creativity and conversion.
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