[資訊] Smartphone Ads and Their Drawbacks
原新聞網址：
http://www.nytimes.com/2012/09/16/technology/smartphone-ads-and-their-drawback
s-digital-domain.html?ref=business
原文:
AT two inches wide and one-third of an inch tall, a display ad shown on a
smartphone isn’t much of a canvas for a creative marketer seeking
to promote a product or service.
在兩英吋寬與三分之一英吋高的智慧型手機, 螢幕廣告顯示在智慧型手機上並不是要讓
有創意的製造商去刺激或推銷產品與服務.
That’s one reason smartphones are not working well as a medium for many
advertisers. The evidence is telling: advertisers are willing to pay much
more to reach a thousand pairs of eyes gazing upon a computer or tablet
than a thousand pairs looking at a smartphone screen.
廣告並無法有效透過手機讓消費者更想購買, 但是在桌上型電腦與平板電腦卻是可以.
“Size absolutely does matter,” says Christine Chen, director of
communication strategy at Goodby Silverstein & Partners, an ad agency in
San Francisco. “If you look at the real estate available on a smartphone,
it’s really sad compared to not just banner ads on the Web, but also to
TV, print and outdoor advertising.”
手機螢幕大小是造成大家不喜歡用手機看廣告的原因之一.
Size isn’t the only problem. Advertisers are also limited by what they can
find out about smartphone users. It’s not technically possible to use
cookies with smartphone apps the way it is with a browser. On the Web,
publishers typically record users’ actions so that advertisers can make an
educated guess about a user’s identity and interests.
手機因為上網地方持續變換 (我的認知), 所以比較無法使用cookie去追蹤使用者喜好.
“What makes Web ads so attractive to advertisers is the ability to track
actions and optimize accordingly,” Ms. Chen says. Because a smartphone
cannot use the same technology, she says, “your ability to track and
optimize is much more blunt, or in some cases nonexistent.”
These limitations depress demand for smartphone ads and lead to low prices.
A banner ad on a Web page that costs $3 to $5 for every thousand impressions
may cost only 75 cents or $1 for a thousand impressions on a smartphone,
Ms. Chen says.
Another reason advertisers don’t value smartphone ads highly is that users
tend to lack a receptive mind-set when using their phones.
“It’s an activity you do for a short burst of time,” Ms. Chen says.
“It’s very functional.” That is not a good time to try to make users stop
what they are doing and give their attention to an advertiser’s message.
說明使用者並不喜歡看到廣告, 因為對他們來說, 手機上網是功用導向, 使用時間是
短暫的.
Ms. Chen says she tells her firm’s clients not to bother advertising on
smartphones.
Jeff Lanctot, global chief media officer at Razorfish, says context is much
more important on smartphones than on larger devices. “Requesting a
marketing-related action while looking at wedding photos would be considered
intrusive,” he says, “but while playing a game, it might feel very
natural.”
Mark Himmelsbach, director of digital strategy at BBDO North America,
sees some potential uses for cell phones as an advertising medium, but he
says most marketers take care to limit the size of ads on phones “so as not
to irritate people.”
因此, 手機上的廣告時常被使用者所詬病.
“Mobile ads are relegated to a tiny portion of the screen and are often
invisible or ignored by consumers,” Mr. Himmelsbach says.
Phones do have some benefits, like the ability to serve up ads based on
location or to integrate advertising into apps that are used for something
else, he says. But of all the possible options, he says, “mobile display
ads give us the least amount of creative opportunity.”
也因為手機廣告還有很多的挑戰需要面對, 讓我們必須想出更有創意的方式來行銷.
Consumers, however, don’t necessarily want to be reminded that their phones
are location-tracking devices for advertisers. “A mobile device is one of
the most personal forms of technology we have,” Ms. Chen says. Location
tracking is perfectly legal but apps ask users’ permission during
installation.
Using the Web on a desktop, laptop, or even a tablet, isn’t likely to feel
as tightly bound to our personal selves. Much Web content is mass media,
broad in reach, and that’s good for the advertising business because users
do not treat the accompanying ads as an intrusion into their personal space.
“Media consumption is less personal than, say, a Facebook page, a text
message or a phone conversation,” says Mr. Lanctot of Razorfish, “and so
historically is better suited to be ad-supported.”
MR. LANCTOT mentions three companies that are doing well with mobile
advertising: Pandora, Twitter and Foursquare. But each of these is fortunate
to be in a business where it doesn’t have to contend with
“banner blindness” among users.
有三間在手機廣告廠商在這方面做的還不錯: Pandora, Twitter, and Foursquare.
Pandora inserts audio commercials into its music stream, Twitter puts
sponsored ads into tweet streams and Foursquare lets advertisers try out
geofencing.
“The advertising on all three is a very natural part of the user
experience,” Mr. Lanctot says. “It’s not intrusive.”
What doesn’t make his list is the smartphone’s minuscule display ad.
Digital advertisers working with smartphones must somehow make their ads
large enough to be noticed, but not so large as to be an interruption.
And they must be chosen to match a user’s interests, but not so closely as
to induce a shiver.
心得: 手機廣告目前遭遇瓶頸在於, 使用者的習慣與業者無法讓使用者自在的看到廣告.
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