Power Couple: Tapping the Potential of the “Mobile Commercial”
With Facebook, ANA’s Alliance for Family Entertainment explores how uniting consumers’ preference for mobile with their growing television habits can create a powerful new marketing tool
NEW YORK (Nov. 11, 2014) — The only thing American consumers love more than TV shows is their mobile devices, and when they’re watching the former, they are likely using the latter at the same time. That opens the door to a powerful new, hyper-targeted, hyper-measurable, and hyper-ROI driven opportunity — the mobile commercial.
This intriguing new response to the challenges of a multiscreen marketplace was shared with members of the ANA’s (Association of National Advertisers) Alliance for Family Entertainment (AFE) by Facebook at a recent webinar, “Beyond the 30-Second Commercial: Marketing to a Consumer Gone Mobile.”
The webinar was hosted by Stephen Quinn, AFE chairman and executive vice president and chief marketing officer at Walmart. David Lawenda, Facebook’s head of U.S. global marketing solutions, and Eva Press, Facebook’s U.S. global marketing solutions group lead for CPG and health, led the discussion. Participants explored how to utilize mobile ads to leverage consumers’ use of mobile devices, their increasing consumption of television content, and their growing use of both simultaneously to support and amplify the impact of TV commercials.
“We know that today’s consumers are not shifting their television viewing behavior away from the television set, rather they’re shifting their habits to enjoy content simultaneously on multiple screens,” said Quinn. “Fully understanding this scenario helps us effectively serve our customers and improve marketing effectiveness.”
Lawenda told the marketers that Facebook’s analysis of this evolution leads to the conclusion that mobile ads, combined with TV shows that are family appropriate, can be more effective than TV advertising alone.
“Each evening, about one hundred million people use their mobile devices during primetime TV hours,” he explained. “If we move the idea of a commercial to this mobile device and target it to a consumer in ways never before possible but available on Facebook — by interest, location, multicultural attributes, and expressed sentiment – we see TV plus mobile campaigns that are effective and reach many more people than TV alone.”
Added Press, “We have been talking about personal media for a long time. Now we have a device that is the most-personal medium ever, with people looking at their phones over one hundred times each day. You team that passion up with the efficient reach of television, and the benefits can be enormous.”
About the Association of National Advertisers (ANA)
The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
ANA Alliance for Family Entertainment (AFE)
The AFE (Alliance for Family Entertainment) is a coalition of national advertisers with family brands, supported by the ANA, whose members represent more than 10 Billion of U.S. television adspend. With members including American Licorice Company, The Clorox Company, The Coca-Cola Company, Colgate-Palmolive, Crayola, Kellogg Co., J. M. Smucker’s, IBM, PepsiCo, Post Foods, Procter & Gamble Co., SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway, Unilever, Verizon Wireless, Wendy’s and Walmart, the group’s mission is to find, nurture and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to help bring to air more than 20 primetime broadcast network television hits, keep innovative family content in the development pipeline, team with YouTube for the industry’s first family content partnership, and create the “Search for America’s Newest Scriptwriter” contest, the nation’s leading competition for storytellers of tomorrow.
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