It is the reality that advertiser and media agencies are still focusing desktops sites while making their digital planning and execution. They are ignoring mostly user sees their ad on mobile devices even they have placed their ad on desktop sites. In results mostly digital campaigns ad impression gets wasted, because flash ads does not work on mobile devices. Many publishers does not have mobile versions , when user will access their website through mobile devices, user will see image ad instead of flash ad due to technology limitation and mostly creative agencies does not cover the complete advertising message in the fall back image. In result, agencies are not able to achieve the desired KPI.
Secondly digital media agencies does not have even knowledge to prepare HTML5 ads for better user experience on mobile devices. We have observed HTML 5 ads giving 400% better performance as compare to flash ads on mobile devices.
Mobile devices user base is rapidly increasing worldwide even in Pakistan and India. In Pakistan 70% audience is accessing the news site through mobile devices. Agencies are buying media for desktop sites. This is the point where agencies should focus and build ad in HTML5 for better results. Digital creative agencies should consider following key factors while preparing mobile ads,
- Autoplay video
- Load time
- Testing time
- Adding value