Last week, Apple allowed in-app ad-blocker Been Choice to be listed for sale and download on its US App Store. The move caused quite a stir. Then Apple removed Been Choice, and a host of other apps that use root certificates, from sale.
In spite of the U-turn, the news added more fuel to the ad-blocking fire and gave New York-based Tim Gough, vice-president of media solutions at data and marketing specialists Dunnhumby, cause to reflect . Here he expounds on the three key areas of mobile advertising that he feels the debacle highlighted.
The mobile paradox
Mobile devices offer an amazing opportunity for marketers in terms of the data they generate and opportunities they create for highly visible and engaging advertising which responds to a customer’s ‘in-the-moment’ needs.
Yet for those very same reasons mobile creates the most difficult environment to offer up advertising messages that are helpful, do not feel invasive, and which don’t actually pull customers away from their immediate needs. Add to that the importance of speed and finite caps on data and you have the perfect storm of user discontent.
The importance of being customer-first
Advertisers, marketers and tech companies need to take advantage of the unique opportunities that mobile offers up in a way that is customer-first, otherwise the voices of dissent will continue to grow louder. Mobile advertising should be seamless, helping users achieve their short-term intentions rather than trying to divert them.
As an example, I have a subway mapping app on my cellphone. I rarely need to use it, but when I do I am invariably walking down subway stairs or even standing on the platform, i.e. I need to confirm the route I’m taking right now.
The app is set up so that about half a second after the map loads, a full-screen ad is triggered. This is the least relevant information I need ‘in the moment’ and my short-term intention now shifts to reaching up to the red X in the top right corner of my screen. This is a terrible user experience which only triggers a negative response and trains my behaviour to avoid similar ad activity.
The big guns
Mobile advertising increasingly lies in the hands of Apple, Google and Facebook. Apple and Google have complete control of the mobile operating system world, including native apps and browsers, whilst Facebook controls the majority of mobile advertising. In solving the problems mentioned above in a customer-first way they can portray themselves as altruistic, in effect saving customers from the chaos of poor mobile experiences.
But behind the scenes we are a few rounds into an almighty battle to win control of our mobile screens, and in doing so take a significant cut of the huge advertising funds which will continue to pour into mobile.
