Hot Topic: Making Mobile Advertising Work @ DPS Europe, 2/4/15
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This document outlines seven guiding principles for mobile advertising: 1) Produce quality content, 2) Be relevant, 3) Respect user habits, 4) Iterate based on user feedback, 5) Optimize experiences for mobile, 6) Optimize for social sharing, and 7) Be transparent about sponsorships. It provides examples and quotes supporting each principle.
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Hot Topic: Making Mobile Advertising Work @ DPS Europe, 2/4/15
- 1. Simon Davies/ @asimondavies / sdavies@qz.com Executive Director, EMEA Making Mobile Advertising that Works
- 2. 2 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 3. 3 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 6. 6 Thomson Reuters Shilpi Niyogi, SVP Corporate Affairs, Pearson Andrew Bennet, Global CEO, Havas Worldwide Produce quality
- 7. 7 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 9. 9 Be relevant “This is good. Good use of data visualization, roundup of the social web, and good commentary. Well done.” Jonathan Perelman VP, BuzzFeed Motion Pictures
- 10. 10 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 11. “Blackrock’s branded content play at Quartz is brilliant and perfectly executed.” Justin Breitfelder Investment Strategy Respect habits
- 12. 12 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 13. 13 Iterate
- 14. 14 Iterate Vala Ashar CMO, Enterasys – Siemens Enterprise Jeff Nelder CMO, GOOD Managing Partner Turnleaf Marketing Consulting shared by:
- 15. 15 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 18. 18 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 20. 20 Optimize for social Persistent share tool
- 22. 22 Optimize for social “First time I’ve seen a WhatsApp share button on a website.” Vince Buyssens @fadawah
- 23. 23 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
- 24. Be transparent
- 26. Label colors that are distinct from editorial… Be transparent
- 27. …including on individual story elements Be transparent
- 28. Disclaimer at end Be transparent
- 29. 29 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
Editor's Notes
- ENGAGE unit example: you have assets available to you that are beautiful, videos that you’ve taken a long time to produce, and can show those in visually appealing ways.
- Quality: Need to think about native content not as an ad but as part of editorial because that’s what it’s competing against/embedded within. So, utilize content best practices not just for branded content but for content on the web in general. For example: US Trust came to us when they were sponsoring the AIF, and asked us to cover the event for them in a way that would be interesting and relevant to the Quartz audience. So we coded from scratch—just like our editorial team does—to create a mobile-optimized interactive tool summarizing the profile of attendees at the event. So what did US Trust get out of this? It wasn’t about their investment tools—but that’s not what they wanted. They want to associate their brand with the prestigious event in a fresh, Quartz way.
- And it got the attention and praise from entities such as Thomson Reuters and executives at Pearson, and the global CEO at Havas.
- Respect your audience’s habits, because they’re hard to break…
- Can’t just publish content and lean back to see what happens. The content creation process is a dynamic one.
- Can’t just publish content and lean back to see what happens. The content creation process is a dynamic one.
- The way that we have to think about ads at Quartz is basically pretending that if every single one of our readers accessed us on mobile, what would that experience look and feel like—for both editorial and ads? For ads, we’ve seen throughout our existence and amplified by the results of the survey, things like video are most recalled, so instead of this small unit, we increased the size—and the richness/quality—while still keeping it a user-first experience by making sure the ads wouldn’t accidentally get fat fingered. By sacrificing the size and quality of the ad, we were also compromising the overall user experience.
- 91% of executives who read valuable content are likely to share it, and people have different preferences on which platforms they share on.
- 91% of executives who read valuable content are likely to share it, and people have different preferences on which platforms they share on.
- 91% of executives who read valuable content are likely to share it, and people have different preferences on which platforms they share on.
- 91% of executives who read valuable content are likely to share it, and people have different preferences on which platforms they share on.