Much has been made in the last week about the IPO of Snap. The speculation falls into 2 camps: 1) will they be like Twitter or 2) will they be like Facebook?
To me, they’re all the same from the perspective of mobile advertising.
They rely on the haggard, thread-bare advertising model of interruption.
You know, the mindless pre-roll video ad. The full-page takeover ad before the page you want loads. The ad that magically appears in the location you’re about to tap on. These are just a few of the interruption ad formats.
Interruption ads have been around forever. The wink-wink between the owner of the content you want and their advertiser is that because you don’t have to pay for their content you HAVE TO ENDURE MY ADS.
Thus ad-blocking has taken off and the content owners (I love this part) threaten the people wanting the content that they’ll destroy the internet if they don’t get exposed to the ads!!
What’s really destroying the internet is the endless, mindless interruptions of the advertisements. They are ruining the experience and the ads-for-content implicit arrangement cited above is getting lop-sided in favor of the ads and not the content.
Imagine for a moment that you are at a restaurant with friends and the restaurant owner has said that you can have this table with this menu at these prices but you’ll have to accept an open microphone at your table. The open mic pipes your conversation to ad pitch people in a separate room and when they hear their keyword they come to your table and interrupt you.
You agreed to this after all, but you don’t know when they’ll show up and even worse the pitch people recite an ad message you’ve already heard!
Or don’t care about since you only mentioned Audi at the table with your friends while talking about a person you don’t like that drives an Audi.
You see where I’m going. Interruption ads whether Facebook, Twitter, Snapchat et al are killing the ad business.
And yet it doesn’t have to be this way. There can be innovation.
It’s called permission-based advertising.
But this is where it gets a bit dicey for the brand and their ad agency. Permission-based marketing and advertising is founded on A STRONG CALL TO ACTION.
A strong CTA drives interest, interest leads to action in the moment and action is what you want from an ad.
When we built TRE, permission to advertise was at the center of what we wanted to achieve. We see a global ad world based on compelling CTA’s acted on instantly via a mobile phone. We see brands (and therefore the ad agencies and ad business) competing on the caliber of the inspiration of the CTA.
What we don’t see lasting into the future is the purposeful creation of distance between interest and action wherein ads are crammed in, and then leading to the obligatory inference of ROI.
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.