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You’re 116x more likely to be stung by a rattlesnake than click on a banner ad

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The mobile banner ad is dead. The CMO of Viber explains why.

You are 116 times more likely to be stung by a rattlesnake than you are to click on a mobile banner ad.

It’s for this reason, amongst others, that Viber CMO Mark Hardy possesses a deep set hatred of them.

What advertisers fail to realize, he explains, is that mobile phones are incredibly personal devices.

They’re the last thing we see before we go to sleep and the first thing we see when we wake up.

For better or worse mobile devices aid us in every aspect of our lives.

One of the negatives of mobile banner ads is an absence of hyper-relevant insight, and given how much data can be gathered from every prod and swipe, this shouldn’t be the case.

If advertisers want to disturb me in my mobile technological safe haven, then the advertising thrusted in front of me should reflect that.

In a study conducted by Nokia, it was revealed in the 16 hours a day we spend awake that we check our phones 150 times, which equates to every 6 and a half minutes.

Mobile ad spend is set to rocket accordingly, predicted to reach $60 billion by 2017. As a result, Hardy suggests that, “everyone is trying to solve the mobile marketing challenge right now.”

“I think the lack of targeting and understanding of what audiences are looking for is super frustrating.”

For marketers like Hardy, the negatives of mobile banner ads are becoming more pertinent than ever.

Advertisers need to delight, excite and offend more creatively in order to keep us engaged.

“Brands need to understand how to engage with brands through understanding their audiences and looking at platforms that can deliver great content experiences.”

“There are much more exciting means of targeting customers, rather than slapping a banner on the screen. I absolutely hate them, and I think most people do too.”

The negatives of mobile banner ads way outstrip their 320 x 50 size.

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