New Mobile Advertising Formats for the Swiss Advertising Market

Two of the twelve new ad units from Adello: a flipboard (left) and a teaser ad.Mobile devices will continue to play an increasingly relevant role in the daily media usage of the Swiss in the new year. This has consequences for the entire digital advertising market. In order to reach target groups efficiently at mobile touch points, it is becoming increasingly important to tailor communication measures to the changing media usage preferences of consumers. The use of the latest generation of mobile advertising formats is essential for this, and a look at the certified Net-Metrix data shows which end devices Swiss consumers use to access content on the web today. Included in the measurement for the first time five years ago with a share of just 7.5%, smartphones and tablets in Switzerland now generate more than twice as many visits as all desktop PCs and laptops combined.

Web visits by device in Switzerland. Source: Adello, Net-MetrixA look at smartphone usage by operating system cements a Swiss peculiarity: Apple's market strength in terms of mobile devices remains intact in 2016, even if it is no longer quite as strong as it was five years ago.

Web visits by OS in Switzerland. Source: Adello, Net-Metrix Adello has set itself the goal of always thinking one step ahead when it comes to mobile advertising. To fulfill this ambition, Adello Technologies GmbH and its hubs in Silicon Valley and Karlsruhe have been developing innovative and user-friendly forms of mobile advertising for years. In the past, this has resulted in important innovations such as the Swipe Cube or the Autostart video initial, which established themselves as standard forms of advertising in the Swiss market within a few months and served as a template for dozens of latecomers to the market. Feel advertisingSince the update of the Apple mobile operating system to iOS 9, adblockers and thus the acceptance of mobile advertising have become more important than ever. In the last quarter, Apple and Samsung also added a new dimension to classic control gestures such as tapping, swiping or pinching with 3D Touch. Consumers can now not only see what their finger pressure on the touchscreen does, but for the first time they can also feel it.Mobile advertising formats that want to meet the requirements of a contemporary user experience must therefore also reflect force touch, peek and pop. Precisely because user experience has been proven to have a direct influence on the success of mobile advertising campaigns, Adello was the first mobile company in the world to take this step last year, offering 3D touch technology exclusively to its customers in Switzerland (Showreel: bit.ly/1OJTK9V).12 new forms of advertisingOver the past year, Adello has developed a dozen new mobile ad units. The innovative formats have been thoroughly tested in the USA and Asia over the past year, adapted to the requirements of the local advertising market and optimized in terms of their functionality. In addition to video content and audio tracks, they also support the creative integration of the sensors and technologies provided by modern smartphones and tablets. These include accelerometers, GPS, gyroscopes, magnetometers, luxmeters, microphones, proximity sensors and cameras.Smarter than ever beforeHowever, the new formats are not only innovative in terms of their creative implementation. Thanks to their interactive design, they also function as data pipelines. This is because every user interaction with a mobile advertising medium provides valuable information about the specific response of an individual consumer. linking the advertising formats with Adello's patented, award-winning real-time analysis platform makes it possible to evaluate billions of ad requests per day in this way. Adello processes data on a petabyte scale and uses all available information for real-time analysis in order to calculate whether each individual ad impression is a suitable advertising space for the campaign in a thousandth of a second. Only in this way can an optimal prediction be made in real time for the respective KPI of the campaign, such as a click on the advertising material or a conversion on the respective landing page.Target group insights and learningsThe user interactions of all ad units are automatically recorded and reported as standard. In addition to the swipe or closing rate, this also includes the activation of the audio track, video completion rate, etc. Thanks to programmatic targeting, the quality of the campaigns can also be checked and evaluated with regard to specific target groups: How important are the consumer's location, current weather conditions, device class, operating systems or time of day for the success of a campaign? Thanks to the graphic processing of such data, Adello customers can also exclusively adapt their communication measures to the behavior of their target groups outside of the mobile channel and thus plan advertising measures in an integrated and more efficient manner.