Tuesday, February 26, 2013 - 12:20pm
American Public Media's Marketplace Morning Report host Jeremy Hobson this morning said, "You know, I have to say, in all the mobile advertising that I experience in my life the only ones that I actually pay attention to are when I'm listening to Pandora and I hear, basically, a radio ad for thirty seconds or something like that... I listen to those."
Hobson was speaking with Derek Thompson, senior editor at The Atlantic, about Thompson's recent article on the ineffectiveness of most mobile advertising.
"Mobile platforms, from phones to tablets, now command one-tenth of our media attention, but only one one-hundredth of total ad spending," Thompson wrote here.
He explains how advertising has powered much of the information and entertainment media for decades. But now advertising on mobile platforms, which is where our attention is headed, isn't working. Thompson calls it a "business crisis."
One of the reasons, he says, is that we simply don't expect to get "advertised to" on our mobile devices. So when ads do come, they just seem intrusive and get in our face, and it makes us less likely to engage with that which is advertised.
But the difference with audio ads in an Internet radio stream is that we're comfortable with advertising when it appears in familiar places. We've heard audio ads on radio all our lives, and we're familiar with the concept of advertising between songs on the radio. We're simply still uncomfortable with it in mobile, and until marketers and publishers can figure out how to change that, Thompson's "business crisis" will continue.
Hear the (very short) audio interview from Marketplace here.