April 2017

Mohammad Anas Wahaj | 28 apr 2017

The rise of the mobile phones and mobile internet users worldwide is expected to result in growth of mobile advertising. But according to Celtra and On Device Research, mobile ads are unpopular with users - 60% of clicks on mobile banner ads being an accident, 71% saying half the ads disrupt the mobile experience and 69% saying that mobile ads obscure content. The research also finds that top-performing mobile ads (top 20%) follow some common principles, when followed (6 or more) by brands will lead to better ad performance - Logo presence on every frame; Human presence; Product shots; Placing branding at the top; Caution with dual branding; Single clear message; Video; Humour; Interactivity; Strong call to action. Alex Saric, CMO of Celtra, says, 'To effectively tell their stories, brands must ensure quality creative in their ads...By combining the guidelines from this study with a compelling story, and enabling such quality ads at scale, only then will advertisers realize the full potential of their advertising efforts.' Alistair Hill, CEO of On Device Research, says, 'These recommendations are rooted in robust quantitative analysis and as such provide a useful check list for mobile marketers to reference before embarking on a mobile brand campaign.' Read on...

The Drum: Logo, human presence and branding are key to top-performing mobile ads, says Celtra
Author: Benjamin Cher

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Mohammad Anas Wahaj | 26 apr 2017

John Murphy, founder of Interbrand, first coined the term 'branding' in 1985 in his book 'Branding: A Key Marketing Tool'. He explains the value of brands and branding and its evolution through the years. According to him, 'Our view of a brand 25 years ago was quite prosaic and utilitarian. We viewed it as a business asset whose purpose was to enhance the earnings of the brand owner. We saw a brand as a product or service, or business, which had developed a personality that was appealing to consumers. This is still mainly true today, but with the development of branding has come a great deal of over-elaboration. Much of what is being offered by branding consultants today seems to be deliberately over-complicated...A good consultant makes the complicated simple, not the simple complicated.' He adds, 'A further trend, which I dislike, is to view branding as a kind of religious or life-enhancing process...It amazes me that brands, things developed to benefit their owners, have acquired such reverence. In practice, branding's reach has expanded greatly over the last quarter century, but the fundamentals have not changed much at all; and a great deal of the increased sophistication of the brander's art is illusory.' He cautions, 'Just remember that a brand is a differentiated product or service, or company, with a distinct persona. Treat it carefully and appropriately in order to reflect and enhance this persona. Even if you develop the most wonderful brand in the world, you may still suffer business failure. On its own, a brand can never guarantee business success; conversely, without a brand, business success may prove impossible.' Read on...

Campaign: Branding might be everywhere, but it's as simple as it ever was
Author: John Murphy

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