Despite mobile ad revenues are skyrocketing, there're still many misunderstandings and deficiencies regarding mobile advertising. Thus, we have collected the most typical mobile ad mistakes to bring awareness to these tiny details, which may be disastrous to a mobile campaign. Presentation was held at the MIF and SPIR conferences, Praha.

2. TYPICAL MOBILE FLAWS
A bunch of thoughts after more than 500 mobile campaigns in the CEE region

3. WHY IS IT A TOPIC
AT ALL?

5. The essential problem is that big companies
are not thinking about mobile in the right way.
“
”
Forrás: Sir Martin Sorrell, MWC 2016

6. • Inhabitants in Prague are significantly more dependent
on their smartphone (72% never leave home without
their smartphone).
• Daily usage 93% at home, 78% at work, 77% on the
road
• Multiscreen: 33% are using their smartphone while
watching TV
• 46% of simultaneous use is looking at related content
• 77% search for more details of the product
WE FEEL NAKED WITHOUT
OUR MOBILE
Source: Our mobile planet CZ by Google
Milward Brown

7. WATCHING TV
THEN
WATCHING TV
NOW

8. CONTENT IS
CHANGING TOO

9. ANOTHER
APPROACH

10. Forrás: Mary Meeker (KPCB)
TRENDEK
“Mobile advertising skyrocketed to $20.7
billion during FY 2015, a 66 percent hike
over the 2014 total of $12.5 billion”

11. Forrás: Mary Meeker (KPCB)
TRENDEK
“Smartphones Drive Increased Time
Spent with Digital Media for UK Adults.”

12. THE MOST COMMON
PROBLEMS

13. “Mobile? Please don’t…”
“Oh yes but my website is not optimized for
mobile.”
“The client preferred outdoor…”
“Lower budget. We had to remove the last line from the plan.”
“Does it work?”
FIRST: APPROACH

14. Most of the served mobile
banners are usually
blurred.
BLURRED
BANNERS

15. It is easy to avoid these
impressions.
BADLY
IMPLEMENTED
BANNERS

16. It is easy to avoid these
impressions.
BADLY
IMPLEMENTED
BANNERS

17. Good example when less would
be more. Brands sometimes are
unable to focus.
“CROWDED”
BANNERS

18. Yes, it is funny indeed, but only if you
don't work for Coca-Cola.
APP BOOST
WITH OFFLINE
TOOLS

19. PROBLEMS WITH
CREATIVE OR
STRATEGY

20. Sometimes media planners or
advertisers should send back
the creative agency’s banner.
SIMPLY BAD
CREATIVES

21. Great brands, poor creative production.
It’s a pity.
COULD HAVE
BEEN MORE

22. Great brands, poor idealess
creative production.
It’s a pity.
COULD HAVE
BEEN MORE

23. Great brands, poor creative production.
It’s a pity.
COULD HAVE
BEEN MORE

25. Great brands, poor creative production.
It’s a pity.
COULD HAVE
BEEN MORE…

26. VIDEO = TV SPOT?
This is why the whole (video) production should change
too. Special version of the TV spot and unique contents
shooting specially for the digital channels are needed.
On mobile people ‘don’t have’ time
for a long content.

27. … as Lipton did, special content for mobile
part of the campaign.
DO IT RIGHT
WAY

28. team? family.
VIDEO=NOW?VIDEO=THEN

29. FORMATS,
PLACEMENTS

30. The more publishers try to maximize their
revenue, the less effective your campaign will be.
AWKWARD AD
PLACEMENTS

31. Format: 320x50Format: 480x480Format: 320x80Format: 300x250
TOO MANY
BANNER SIZES

32. AUTOMATION

33. Similarly to other big brands
Google still doesn't understand
mobile ads.
BEWARE OF
GOOGLE ADS

34. It is always funny to spot brand campaigns,
which are handled by PPC guys.
WHEN PPC
GUYS WORK

35. We really believe in automated purchases. But
human hands are always needed.
TOO MUCH
AUTOMATION

36. MOST OF THE ERRORS WOULD HAVE BEEN EASY
TO AVOID.
(DON’T GET US WRONG, WE MAKE MISTAKES TOO (ACTUALLY QUITE LOT) BUT AFTER 6 YEARS WE LEARNED HOW TO MINIMIZE THE
CHANCE.

37. DEMO.MADHOUSE.HU

38. THANK YOU FOR YOUR ATTENTION!
email: tamas.lovas@madhouse.hu I web: madhouse.hu
twitter: @madhousehu I facebook: www.facebook.com/madhousehu
LET’S SAVE THE WORLD
FROM BAD MOBILE ADS!