Marketers should be tapping into native phone features to create engaging rich media ads
To develop the best mobile ads, it’s time to take off our marketer caps, put on our consumer caps and pay attention to our native phone features, says Regina Goh, Managing Director, Blis Asia
Many marketers, adtech professionals and media executives focus on reaching the right target audience. Through location data and audience insights, brands are now able to target people based not only on their browsing habits, but also where they’ve been and what they like to do.
But when you experience an ad as a consumer, does it resonate with you? Considering the consumer experience is equally as important as reaching the right consumers.
Mobile advertising has been an ad platform that’s caught the attention of many brands because of its potential for deeper customer engagement. With the development of cheaper, more powerful mobile devices equipped with impressive phone sensors, a large potential lies in creating rich media ads that tap into native phone features. In the near future, static banner apps aren’t going to appeal to an ever-growing base of intelligent consumers who crave more engaging content.
In addition to accurate targeting, brands, marketers and creatives should be thinking of innovative ways to leverage these native phone features:
1) Voice recognition
Consider how easily Siri can show you directions, call a friend or find the best Japanese restaurant in your vicinity. Therein lies a real opportunity to engage with consumers through voice recognition advertisements for participation beyond clicks.
Advertisers have already started on this by leveraging voice command and voice-driven games. For instance, end users mimic a certain sound to obtain a reward coupon. Some brands have even been seeing results. NPR ran ads on its smartphone app at the conclusion of news bulletins, where the call-to-action required users to speak a command. Few users actually look at their phones while listening to NPR’s audio-driven app and the voice recognition ad presents higher possibilities of engagement.
2) Blowing into a microphone
Smartphone sensors have the ability to process the act of blowing into a microphone and it’s a simple, novel method that can be applied to rich media ads to increase engagement. The applications could involve blowing into a microphone that causes a lady’s hair to ruffle in the wind – hair product brands? – or an interactive game involving the feature.
Chihuly, a glassblowing iPhone app, is an innovative application of this native phone feature. The app allows users to create their own digital glass sculptures like an artist by blowing into the microphone to mimick the glassblowing process. Users can then add further touches to mould and colour their artwork.
3) Gyroscope and motion sensors
Tilting, moving and shaking a phone to engage with a mobile ad are possible today, thanks to improved in-built gyroscope and motion sensors in smart devices. Many global brands have already started implementing this feature in their rich media ads.
An automobile brand recently used the gyroscope to create a smart device experience that positions users in cars. By tilting and moving their devices, they can look at and experience the interiors in all directions. A similar application could easily stretch to property developers and hotel chains that allow users to experience a 360-degree view of the properties for a more informed decision.
F&B brands have also been using gyroscope and motion sensors that require users to act and be rewarded – examples include shaking the phone to fill up an imaginary milkshake or drawing shapes in thin air with a device for discount coupons that can be used at the nearest F&B outlet.
As mobile devices become ever more affordable and come equipped with more advanced native phone features, there are great opportunities for advertisers to create more engaging rich media ads that enhance the consumer experience. Brand marketers who dedicate effort to developing the most fun, appealing and out-of-the-ordinary mobile ads are bound to benefit with better results and more loyal brand followers.
Tags: consumer experience, native phone features, rich media