IAB

This blog post is about advertising and how it differs between mobile sites and normal online websites

To start off, the test begins by doing a search for a site on both a mobile device and on a computer. This was done for two different websites.

Results: 

After viewing the same site twice on two different platforms I found a very interesting set of results.

The first website, which was a blog about Facebook Chat, had about 3 ads that were in plain sight immediately around the borders. Surprisingly, the mobile site on the iPhone had no advertising anywhere! 

The second site, which was a Line Messenger news website, had completely different results. The normal site had about 5 different ads this time across the page when scrolled. These ads were scattered across the page and in their own respective space on the sides or empty parts where they did not block any text or links. On the contrary, the mobile site had an immediate pop up as soon as the site was accessed. This pop up was slow to load and took the entire screen space requiring a forced exit to proceed to the page's content.

While these sites ranged from few clever positioned ads to terribly annoying pop up ads, they all still followed proper guidelines from IAB. None of these used Mobile Rising Stars.

Effective?

These ads both ranged from effective and ineffective. It is easy to guess that the mobile site with the full screen pop up was ineffective. The pop up stops the forward motion of a person, and in a society where technology consumes a lot of our time, time has become valuable. People do not like to put more time than they have to in a site, in fact many people end up quitting their search of site surfing after these pesky pop ups come out. A great example is people who click links on Facebook from other people. These people barely have an interest in the content and usually don't click through. For those who do: you could say they are hanging on by a thread and any small mistake, like a pop up ad, will totally cut the thread of their interest and have them exit the page.



The ads that are effective, like Facebook Chat's site, use a small space on sides of pages that are not in the way of a person's motion. They are positioned to be totally optional and respect a person's choice in whether they should click or not. These ads are not video ads as well, they are direct pictures with text promoting a service or product instantly, and look well crafted and attractive.

On the mobile sites, the site that chose to use less ads were also more effective. Instead of spamming the page with ads. the first site was effective in providing even less ads than the original website. This ensured that the finite space in the small screen was taken up in majority by the content itself. 

Potential strategy

The potential steps for video and online advertising these two messaging companies can take to reinforce their brand are very few, but vital. These companies need to select a key want or need from their consumers and address / reinforce it in their promotional video. Both of these companies prosper differently from the use of online advertising. I believe these companies should create strategic online advertising based on geographic location.

For Line, they are much less popular than other services in their industry, especially in the US. Therefore, online advertising in the US through sites should be increased, while maintaining their advertisement in Asia to a minimum.

On the contrary, Facebook chat is very worldwide as it stems from Facebook, but it could still a boost in advertising in other countries such as Japan and Korea that are more dominated by their competitor services.

Works Cited

Kent, J. (2015, March 8). Difference in Advertising. Retrieved November 16, 2015, from http://www.forbes.com/sites/robertwynne/2014/07/08/the-real-difference-between-pr-and-advertising-credibility

Kling, K. (2014, July 25). Mobile Advertising vs. Online Advertising - FunMobility Blog. Retrieved November 18, 2015, from http://blog.funmobility.com/2014/07/25/mobile-advertising-vs-online-advertising/