Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Lockhorn continued that monetary challenges aren't just coming from the clients, but "Publishers, too, are still figuring out how tosupport from a technology perspective, and how to price it.""I've heard some very ridiculous price quotes for "interactive" ads in magazines on tablets," he told BI. "So that's a challenge. It'llget sorted out, but it's frustrating in the near term."4. Premium supply is essential:Vale added to her cohorts' laundry list of complaints with publishers aiding the progression of tablet ads."Many publishers are still slow when it comes to building a mobile-optimized site, let alone a tablet-optimized site or application,"she said. "Publishers need to prioritize their mobile strategies to include both tablet and smartphone experiences for users; onlythen will they fully harness the monetization opportunities that are available to them."5. Remember — tablets are different than phones:Not all second screen experiences are created equal. Sure phones and tablets are both "mobile," but screen size and functionalityshould lend themselves to different user experiences."One challenge is understanding and educating how tablets are different from phones," Greene said. "People typically think aboutricher ads (like iAD), which comes with a host of caveats."Vale agreed, stating:"Both devices should be treated differently when planning for a campaign – the user experiences, audiences and engagement oftablet devices are very different from mobile. Tablet is far more of a laid back, immersive experience, whereas mobile istransactional snippets of information.Tablet devices also tend to be one piece of a multi-screen experience and are predominantlyused in the home (while simultaneously using other media). The type of content and activities performed by users on tablets isoften long-form such as reading news articles and watching videos. Not understanding, integrating and then tailoring tablet adcampaigns based on these insights is a detriment to brands."6. The creative needs to get more ... creative:"The vast majority of ads are simply taken directly from the magazine – static imagery," Lockhorn said. "Beautiful, but notcapitalizing on the inherent interactive capabilities of the device."7. The ads need to be more of a streamlined experience:"Interstitials, forced slideshows and auto-starting videos may drive page views and impressions, but they can create awkward anddisruptive user experiences," Greene said. "Recently I saw a takeover ad open within a web window inside of Twitter, whichrendered the ad impossible to close. It's unlikely that the ad server was aware of where it was serving the ad, but we need to dobetter than this."Talking Point: At the moment, most people view mobile ads as an intrusion but I suggestyou ask your customers if they want to receive communications from you on their mobiledevice and what type of communications they expect..159