As more and more people are surfing the internet through their smartphones or tablets, the optimal serving of assets specific to that platform becomes more important. There are some who default to a mobile version and some who just provide the website as you would see it through a computer browser. Others provide the option of viewing through a web browser or an App. What should be done is predicated on what type of content you are providing. In many cases, the best solution could be a mixture of solutions.
What should definitely NOT be done is try to make the media come through as if the user was viewing the content on their desktop. Unfortunately, some publishers try to push pop-overs or pop-unders to the mobile device – which causes latency issues and frustration.
Perhaps the worst offender I come across is from my beloved hometown newspaper, the Miami Herald. To provide context of how much of a bad predicament it has become, here’s some back story… Before the internet, I had to go to a specific news stand in Los Angeles to get the Sunday edition of the newspaper a few days after it was published. Sometimes I was lucky if I could read about Miami Sports teams’ games before they played their next one. Obviously, I was happy when I was then able to read articles online from 3000 miles away before the physical newspaper was placed on my parent’s doorstep.
Sadly, The Herald has worked themselves into a bad situation both on computers and mobile. Below, you can see a recent page with MANY different advertisers on one page – and this doesn’t even show the pop-unders that are so annoying with every page load.
Forgetting that all of the ads being served and the pop-under makes the load time on my mobile longer than any other website, the Herald sales team would probably do better by booking multiple units on a page to one advertiser to have a stronger impact. Their multiple units are so cluttered and disparate that I would feel that I am wasting client’s money if I were to book their advertising on such a site.
The Herald has come up with some decent solutions for providing inventory above the fold, but the lack of consistency makes the media too disruptive and annoying. That annoying factor has gotten so great on the mobile web that I am contemplating the move entirely away from the Herald and to their competitors. Mind you, this is the newspaper brand that I grew up on and read every day leading to a huge love and affinity to a product. For me to be ready to leave the writers I enjoy reading because their inventory causes such a problem is a bad sign.
The editors of iMedia published a nice survey about social marketing by a number of entertainment entities in advance of their entertainment summit later this month. It’s a good quick read if you are not up to speed on some of the successful campaigns and tools of recent film and television campaigns.
They do tip their hat to the vendors in a couple of examples. It would be interesting to see a more detailed accounting of how pieces came together because it is always a solid mix of brand and vendor integration that brings along success.