Cutting Through The Clutter

in Mobile

Advertising

2

The Proliferation of Advertising

87% of American adults 18 and over will completely ignore a company after exposure to a number of irrelevant ads1

“All of this marketing saturation that’s going on is creating this kind of arms race between marketers where they have to up the ante the next time out because their competitors have upped the ante the last time they were out2”

-Jay Walker-Smith, Executive Chairman of The Futures Company

3

Stand Out From The Crowd

• Identify your USP and campaign objective– Define a clear objective based on content, context, and

delivery– Your core campaign message should be introduced within

the first five seconds3

• Shift focus away from prime time audience to the real-time audience of mobile

– Reaching out to an audience who actively

participates instead of passively consumes3

4

Stand Out From The CrowdFocus on Benefits

– Buyers pay more attention to benefits that are relevant to them

– Ads that focus on benefits are more effective1

Niche Yourself– Specialize: large and small

companies need multiple content strategies4

– Every audience segment is different

5

Stand Out From The Crowd• Measure Ad Effectiveness

– Utilize mobile data to your advantage for measuring performance

– Code all communications so activity can be traced to the advertisement that generated it1

– Tune your strategies according to your measurements

6

Stand Out From The Crowd

“The ad is an experience in and of itself, not directed at rational processes.”-Sut Jhally, Author and Professor of Communications at the University of Massachusetts

“Good advertising captures something that’s already there – in the heart or in the head… You want to understand your consumer not just as an individual…but the consumer at large within culture.”-Regina Kelley, director of strategic planning at Saatchi Advertising Agency

7

Stand Out From The Crowd

Video Example on Next Slide

8

Sources1. Kalb, Ira. "Creating Content That Cuts Through The Clutter And Sells Your

Products." Business Insider. Business Insider, Inc, 25 Oct. 2014. Web. 16

June 2015. <http://www.businessinsider.com/creating-content-that-cuts-

through-the-clutter-and-sells-your-products-2014-10#ixzz3dCNM5oCR>.

2. Johnson, Caitlin. "Cutting Through Advertising Clutter." CBSNews. CBS Interactive,

17 Sept. 2006. Web. 16 June 2015. <http://www.cbsnews.com/news/cutting-

through-advertising-clutter/2/>. Chopra, Meera. "Cutting Through the 3. Clutter of Accidental Clicks With Better Metrics for Mobile." ClickZ. ClickZ, 31 May

2013. Web. 16 June 2015. <http://www.clickz.com/clickz/column/2282179/

cutting-through-the-clutter-of-accidental-clicks-with-better-metrics-for-mobile>.

4. Clark, Dorie. "Content Marketing 2.0: How To Cut Through The Clutter When

Everyone's A Media Producer." Forbes. Forbes Magazine, 10 Dec. 2013. Web.

16 June 2015. <http://www.forbes.com/sites/dorieclark/2013/12/10/content-

marketing-2-0-how-to-cut-through-the-clutter-when-everyones-a-media-

producer/2/>.5. Grant, Rebecca. "Big Brands Conquer ‘banner Blindness’ with Creative Mobile

Ad strategies." VentureBeat. VentureBeat, 9 July 2013. Web. 16 June 2015. <http://

venturebeat.com/2013/07/09/big-brands-conquer-banner-blindness-with-creative-

mobile-ad-strategies/>.

6. Conover, Kristin A. "Advertisers Aim to Cut Through Media Clutter." The Christian Science

Monitor. The Christian Science Monitor, 31 May 1995. Web. 16 June 2015. <http://

www.csmonitor.com/1995/0531/31121.html>. 

All images: http://www.freedigitalphotos.net