The rise of programmatic digital media is happening at the same time as mobile growth, and efficiency in media buying is no bad thing. But Adam Good, director of digital media & content at Telstra Media, thinks the personal nature of the mobile environment makes context and creative paramount.
Speaking at AdTech in Sydney, Good explained that while letting the "robots" do the legwork in digital media placement was now necessary, an approach closer to native advertising would be the catalyst for mobile ad dollars to start to become more commensurate with eyeballs.
“For brands to cut through the noise and deliver their core message there is an increasing need for rich, integrated and native experiences. It’s becoming more and more obvious that this can only be implemented effectively using a multi-screen experience, one that pays special attention to its mobile execution and collaborates with premium publishers to drive innovation,” said Good.
In mobile, context was even more king than in other channels, he added.
“Programmatic is obviously an essential part of driving reach, but the challenge is making the mobile execution effective and reaching the right audience. It is this question mark which means those dollars are not transferring completely over to mobile yet.”
“In the digital world, I don't think it's right that the robots are just going to find some matching sort of data, choose the right creative and just stick it in without the context, at least not yet” Good said.
“Brands need programmatic, but they need to be confident that it will deliver the right outcomes and it needs to be used in concert with some kind of native advertising approach. The conversation about data, targeting and measurement is key. That conversation is where we’d like to see Telstra more engaged in over the coming months.
Good explained that in order to really harness mobile regardless of brand size, companies need to grasp the scale of the opportunity and recognise the direct line to consumers.
“I don't think it's engrained enough that opportunity that everybody is connected to the internet, people look at their phones 150 times a day, maybe they're looking at they’re clock, or some music. But [businesses] should really be thinking 'how can I be involved in that?'. People are just not adjusting quick enough,” Good said.
See Good's full presentation below.
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