Member Article

Can Flash banner breach Apple and mobile markets?

As a successful online banner advertising producer, Kino Creative have commissioned a series of articles on the future of display advertising, summarised here for Bdaily by Ann Winter.

Can Flash banner advertising breach Fortress Apple and the mobile markets?

In the last decade Apple Inc. has become the great tastemaker to the tech world, using sleek aesthetics and a sharper-than-thou approach to lock its customers into total exclusivity for all future software purchases.

The ivory iTower

Apple chooses what its customers can buy, and how they view their content. So far, Adobe Flash is blacklisted, but there may be a silver lining: does their recent purchase of Anobit, an Israeli producer of flash storage technology, mean they will soon be allowing their customers limited access to flash files on the web?

Going mobile

Mobiles and tablets are the most exciting advertising platforms to emerge since the web itself. We use mobiles for fun and for work, as well as that fluid crossover networking territory which sharp social sharing exploits so well. But so far, not even Facebook advertises on mobile platforms. Now Apple may be moving towards Flash technology, that may quickly change.

It’s all about the eyeballs…

So Know Thy Market. Brand impact from display advertising on mobiles scores 20.2% ad awareness, 5.9% brand awareness, 4.9% purchase intent on first exposure in Google’s report on brand engagement [source: http:// static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/ en//doubleclick/pdfs/Better-Brand-Engagement-with-Display-Formats-Feb-2012.pdf
retrieved 29FEB12]

Which platform is best for online SMEs?

The web is evolving, and so are we. It’s no longer “a platform”, but many platforms. Different devices work best for different purposes. So where is your market? The breakdown from NETMARKETSHARE follows:

• Mobile / Tablet browsers: 54.9 % Safari (Apple Inc. customers)
• Mobile / Tablet Operating Systems: 53.6% iOS (Apple Inc. customers)
• Mobile Search Engine share: 91.5% Google [retrieved 21st Feb 2012]

It’s no surprise to see Apple dominating the mobile and tablet markets. But how many of our customers really use Apple Inc. devices?

For secure financial transactions, the stats show we still go to our desktop computers, where Microsoft and Google rule.

• Desktop browsers: 92% Internet Explorer, Firefox and Chrome
• Desktop Operating Systems: 92.1% Windows
• Desktop Search Engine share: 82.7% Google

Powerful marketing mixes showbanner advertising is reaching our customers where its impact is greatest, and where they feel most secure. It’s not so much breaching Fortress Apple, as passing by overhead… …And banner advertising will be there for mobiles and tablets when Apple catches up.

What next?

Read tomorrow’s post on the cookie monster - Banner advertising Vs personalised retargeting in the mind of the consumer.

This was posted in Bdaily's Members' News section by Ann Winter .