智慧型手機廣告商不買單?
Cellphone screen pose problems for marketers
At five centimeters wide and eight millimeters tall, a display ad shown on a smartphone isn’t much of a canvas for a marketer. That’s one reason smartphones are not working well as a medium for many advertisers, who are willing to pay much more to reach a thousand pairs of eyes gazing upon a computer or tablet than a thousand pairs looking at a smartphone screen. Advertisers are also limited by what they can find out about smartphone users. On the Web, publishers typically record users’ actions so advertisers can make an educated guess about their identities and interests. Because a smartphone can not use the same technology, you ability to track and optimize is much more blunt, or in some cases nonexistent. These limitations depress demand for smartphone ads and lead to low prices. That is not a good time to try to make users stop what they are doing and give their attention to an advertiser’s message. Most marketers limit the size of ads on phones “so as not to irritate people.” Phones do have some benefits, like the ability to serve up ads based on location or to integrate ads into apps that are used for something else, mobile display ads give us the least amount of creative opportunity.
Location-based mobile advertising, known as geofencing, is directed only at nearby prospects, and it has proved to work well. Knowing where you are geographically and delivering a contextually relevant offer has been effective in driving conversations and sales. But consumers don’t necessarily want to be reminded that their phones are location-tracking devices for advertisers. A mobile device is one of the most personal forms of technology we have.
5英吋寬8厘米高,手機的這個螢幕尺寸對行銷而言,實在是太小了。
對廣告主而言,智慧型手機的廣告效益實在是不優,所以他們情願花更多的錢在電腦或是平板電腦上打廣告,這樣能夠讓更多的人看清楚廣告資訊,也不願花錢在同等數量的手機廣告上。行銷也發現手機廣告的限制,讓他們難以了解手機使用者的資訊。在網路上,發行者能夠記錄使用者的上網資料,如此一來,他們就可以大致猜出使用者的身份及相關的興趣。因為手機無法使用相同的技術,手機的追蹤能力,讓資訊顯得不清不楚,或是有些資料根本不存在。 這樣的條件限制了手機廣告主的托播意願,也造成了手機廣告的價格走低。
對手機使用者而言,廣告資料跳出來,打斷他們的正在做的事讓他們停下來看廣告的時機也常常令人不悅,所以廣告主傾向縮小廣告尺寸,這樣就不會打擾到使用者了。然而,手機也不是全然無優點的,例如地域性的資訊,或是其他可以加到app的廣告,都可以用在其他方面,最起碼讓廣告主有最新方式的曝光機會。
簡訊廣播的廣告形式,就是一般所知的:環境地理,可以直接把附近的相關資訊做呈現,而且事實也証實了,效果還不錯。
知道自已所處的環境和提供相關的即時資訊,可以大大提升談話的話題和銷售額。但是消費者不一定需要知道,他們的電話已被廣告主的地理追蹤器所鎖住了。
如今行動裝置是最個人化的科技配備。

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我的地盤有些網絡行銷方面的介紹,歡迎來參觀喔!