Big Mobile's big idea to crack creative conundrum

Arvind Hickman
By Arvind Hickman | 11 February 2016

Big Mobile has ramped up and aligned a suite of products and capabilities designed to help mobile advertisers improve creativity, user experience and minimise disruption.

Mobile advertising accounts for 10% of the paid ad market in Australia, but expenditure is rapidly growing. The quarterly spend on mobile advertising was $419 million in September 2015, which was up 27.5% from the previous quarter, according to the PwC-IAB Quarterly Online Advertising Report..

A lack of creativity and evolving formats in mobile advertising is a major challenge for the industry as consumers have become indifferent to uninspiring banner ads.

To overcome this, Big Mobile has launched Creative Impact, with the aim of putting mobile advertising much further up the planning stream, rather than being seen as an add-on.

“This is taking mobile-led advertising to the next step,” Big Mobile marketing manager Melissa Thompson-Pettitt tells AdNews.

“We've noticed in the industry there is a lot of negativity around the lack of creativity within mobile, adblocking and viewability. We've invested in and refreshed our studio so they are really focused on user-led creativity with how they respond to briefs.”

Creative Impact has three pillars. Firstly, the company has established Big Mobile Studios, which sees mobile-first UX and design teams applying creative principles codified from the collective experience of more than 3,000 mobile HTML5 rich media campaigns.

Big Mobile has also developed a suite of media ad products focused on blending brand engagement, high viewability and brand safety.

These will be underpinned by Big Mobile's publisher certification program, powered by new advertising technology partner Sizmek, which enhances optimisation and analytics capabilities.

In a nutshell, there are now more off-the-shelf and bespoke formats that Big Mobile's in-house design team has developed with Sizmek.

Big Mobile hopes the new service offering will encourage advertisers to view mobile as a key channel.

“Now as users are spending most of their time on mobile, advertisers should take a mobile-led approach. It should be the centrepiece and you plan out from there,” Thompson-Pettitt says.

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