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BizReport : Mobile Marketing : August 04, 2011

Non-Instrusive ads key for mobile says expert

In mobile, advertising is all about the connection, but a recent report from The Relevancy Group, commissioned by Pontiflex, indicates that the connection isn't happening just yet. Pontiflex CEO Zephrin Lasker says keeping mobile ads simple and non-intrusive is the key. How can mobile brands do this and still maintain a branded presence?

by Kristina Knight

"The biggest trend is the move away from click-based advertising models to those that keep users within the app. To date, click-based models don't work for the advertiser or the publisher. Why? Because they don't work for the end user. As Steve Jobs said at last year's iOS conference, "People don't click on mobile app ads because it yanks them outside the app," said Zephrin Lasker, Pontiflex CEO.

One company doing mobile 'right' according to Lasker is Paper Hat Press; the personalized book publishing company gives users the ability to create customized children's books and embeds the ads in places where they aren't intrusive.

"Simplicity is the future. Paper Hat Press' mobile campaign is a good example. Paper Hat Press ran mobile signup ads on popular apps like TuneMe," said Lasker. "Parents could sign up to hear from Paper Hat Press without leaving the app. The ads were served during non-intrusive points in app usage - such as when the TuneMe app was processing a song. Finally, Paper Hat Press followed up with signups in real time and extended the conversation to other venues such as email, Facebook and Twitter. Paper Hat Press kept it respectful of user experience. They kept it simple. They kept it in-app. And that's exactly what retailers and brand marketers have to do to make mobile advertising work."

Tomorrow, more from Pontiflex as CEO Zephrin Lasker offers his top mobile tips heading in to the holiday season.

Tags: mobile marketing, mobile trends, non-intrusive ads, Pontiflex, Zephrin Lasker

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