One can’t read a story today about the bright, growing, money-drenched world of mobile advertising without pointing out the 800 pound, two-headed monster in the room. Of what do I speak?
The Google and Facebook duopoly in mobile advertising.
As it happens, the article referenced here from the FT points out that innovation fueled by venture capital activity is on the decline driven by the sheer mass of the duopoly monster.
And so, as the press builds around Google and Facebook and misstated ad metrics and click-fraud and mobile ad blocking we here at TRE can’t help but ask who created this duopoly?
A strong case could be easily made that the very brands lamenting the monster’s dominance are to blame for always and only seeking scale for their campaigns.
Look I get it. In advertising scale matters. But so does experimentation.
Please stop lamenting the very thing you created.
What’s even worse is that while brands may have had a large role in the creation and perpetuation of the duopoly (in our opinion), both Facebook’s and Google’s business models are built on creating as much distance as possible between a brand and its fans and customers.
It is in this distance that they will instead pitch people looking for your brand your competitor brands which Google and Facebook feel are more relevant.
To which we say pish posh Google and Facebook. Relevant to these two means the advertisers paid them more money.
To the brands it means the potential of severe ROI dilution. Here’s what we mean. Your brand ran an ad on TV that inspired those who saw it and, per Google, a whopping 65% of the time these folks end up somewhere else that is “more relevant”.
The only way to break the duopoly is to experiment with new things that aren’t Google or Facebook. The notion that new things can’t scale and serve large audiences denies the reality of cloud computing.
Hey brands! You helped create the Google and Facebook duopoly. Take that first step towards new mobile advertising tech (like TRE!) and show your customers you care about their time and their experience more than perpetuating the duopoly you lament.
Dale Knoop leads a great team working to make TRE the global standard for micro-moment brand engagement. Using a simple numeric code, any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.