TAKEAWAY: Mobile platform advertising represents fertile ground for experimentation, and now we know that users are willing to engage with ads in exchange for free download.
Here are some figures that we all should take a look at: 67% of smartphone users are willing to view ads to gain in-app premium content rather than pay for it, and 73% of tablet users say the same.
This, according to a Yankee Group study, which also tell us that 77% of users are willing to engage with ad to get a premium app free download.
I find the numbers significant in two ways:
—smartphones and tablets represent the fastest growing platforms for how users consume news and information
—as more newspapers and magazines develop mobile editions for phones and tablets, they should include engaging advertising as part of the process from the start, something that is not common. In all our projects, I insist the inclusion of advertising creative people the moment a mobile platform edition is discussed.
I also imagine that this will prompt advertising agencies to create for phone and tablet specific ads, the types which inspire users to engage with them.
The Yankee Group study also shows that mobile device owners are bartering their time and information for free digital content, with 63% of device owners saying they have engaged in online advertising (viewing video, clicking on an advertisement, etc.) in return for coins, credit, points or content.
This study supports our notion that it is best to have advertising sponsored phone and tablet editions of a publication, as long as the product advertising is inspired by storytelling more so than direct sales.
As I say repeatedly, mobile platform advertising represents fertile ground for experimentation. Let newspaper and magazine advertising people create the model and lead the way.
The iPad Lab 4: Tablet advertising that tells a good story
https://garciamedia.com/blog/articles/pipad_ad_lab_4tablet_advertising_that_tells_a_good_story_p
With magazine advertising surging, time to get more creative about mobile ads
https://garciamedia.com/blog/articles/with_magazine_advertising_surging_time_to_get_more_creative_about_mobile_pl
Ralph Lauren and the Times: a marriage made in tablet advertising heaven
https://garciamedia.com/blog/articles/ralph_lauren_and_the_times_a_marriage_made_in_tablet_advertising_heaven/
The iPad Ad Lab 1: Wrap that ad around a story
https://www.garciamedia.com/blog/articles/the_ipad_ad_lab_1_wrap_that_ad_around_a_story
iPad Lab 3: Rules of Engagement
https://garciamedia.com/blog/articles/ipad_ad_lab_3—rules_of_engagement
The iPad Ad Lab: Those comfy advertising suites
https://garciamedia.com/blog/articles/ipad_ad_lab_4—those_comfy_advertising_suites