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BizReport : Advertising archives : January 08, 2015

Brands: How to get more from 2015 campaigns

2015 will be the year of the customized solution, according to one expert. From hybrid tools that combine SaaS and PaaS to tools that help retailers determine pricing across different screens and devices.

by Kristina Knight

Kristina: How would you describe the state of the adtech industry in 2015?

Jamie Hill, CEO & Founder of adMarketplace: It's all about customized solutions. Gone are the days of "one size fits all". It's crucial to realize that different devices and even operating systems require different campaign approaches. Elements such as screen size and layout features are all factors that affect how an ad can be viewed and how users interact with ad creative and landing pages. Pricing differentiation between the devices is going to be key. Google does not offer the ability to bid separately on different devices, therefore, advertisers and publishers need to incorporate a range of solutions for their campaigns in order to ensure ads reach the right audience across a range of platforms.

Kristina: What does this mean for advertisers, publishers, and consumers?

Jamie: Consumers are going to notice more, and ideally better, mobile ads. As targeting and landing pages continue to improve, consumers can expect a better mobile experience, which should, in turn, prompt better mobile performance and affect the overall ecosystem.

Advertisers will see increased mobile performance. This will be both circumstantial (as people get more comfortable with mobile) and designed (as the industry improves mobile optimization). Advertisers should expect a performance uptick, but they should also expect to pay for it. Mobile is on sale at the moment because there is a lingering lack of trust. Expect that excuse to evaporate quickly as the performance gap between mobile and desktop starts to shrink.

Publishers are going to see more mobile revenue if they are able to meet the demand. Mobile optimization is two sided, and publishers who want to capitalize on mobile's surge over desktop had better have a well-planned implementation strategy in place.

Kristina: Any last advice you can offer to advertisers to get the most out of their campaigns?

Jamie: The two smartest things advertisers can do right now are to diversify their search advertising approach and stay on top of their mobile and app game. Everyone is aware that users are shifting away from Google, and although advertising on Google remains a must for every company, the value of diversification is becoming increasingly apparent.

As for mobile, the path from the ad to the landing page and the eventual purchase needs to be simple, smooth and intuitive. We live in an age of instant gratification. It needs to be easy and it needs to be fast. People have come to expect being able to complete transactions wherever and whenever at the push of a button. If you're not keeping up with the user, you're dying.

Image via Shutterstock

Tags: adMarketplace, advertising, advertising campaign trends, advertising tips, cross device advertising

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