Mobile Monday: 6 Seconds, Subscriptions, & Search

Posted Aug 14, 2017

In this edition of Mobile Monday, we are covering the rise of even shorter ads, how one company wants to revive app subscriptions via a new model, and the value that one search giant places on mobile discovery.

The Rise of Shorter Ads
It’s long been known that mobile advertising creatives need not adhere to the confines of television advertising spots to perform. After all, the user experience is much different, and many of the restrictions of traditional media are completely arbitrary.

Indeed, the best performing ad creatives on our platform have nonstandard durations. They open with a sequence of short shots that give way to slightly longer scenes midway through the ad after viewer interest has been piqued. That opening third of the creative with short shorts is what’s key, and it’s the same attention-grabbing logic that TBWA Worldwide is currently aspiring toward in its new six-second spots.

This, of course, is part of a longer trend toward shorter ads. In January, Google showcased its favorite six-second clips at Sundance. In June, Fox announced it was hopping on the six-second train, as well.

App Subscriptions through Carriers
As it stands, paid app subscriptions only account for a small percentage of mobile publisher revenue. Indeed, according to respondents of our Summer 2017 Mobile Publishing Survey, subscriptions drive 1% of total revenue on average for today’s top grossing mobile publishers.

However, GameMine is looking to revive the model a bit with a new system of mobile game subscriptions that would be billed directly to mobile carriers instead of through the app stores. The model is essentially aiming to become the “Netflix for mobile games,” a goal that will be interesting to watch as the service rolls out to 150 million mobile devices this year.

The real question: will this inspire more publishers to rethink their stance on app subscriptions, or will it simply be a tool for publishers already using subscriptions to convert people through new means?

The Value of Mobile Discovery
As smartphones are our most personal devices and are with consumers at every important and in between moment of their days, so they are tools of discovery. That discovery leads to purchase decisions, a fact known all to well to brands who leverage performance advertising campaigns targeted to mobile devices.

As such, it’s not all too surprising to learn that once again, Google is paying dearly to become a default method of discovery on billions of mobile devices.

According to a new report by Business Insider and analysis by Toni Sacconaghi of Bernstein, Google may have recently paid as much as $3 billion USD to remain the default search engine on iPhones.

About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to . For the latest AdColony mobile news and updates, follow  on Twitter, like us on Facebook, or connect on Linkedin.

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