Throughout the recent iMedia Video Summit, there were many mentions about penetration, reach, targeting, disruption and scale, but the discussions about actual audience experiences or emotional connections were limited. The question pertaining to what the user would get out of the impressions was usually answered with a reading of stats, samplings and other tidbits, but nothing conveying the emotional connection – no matter how hard that is to quantify. Even in the section with the creatives shown, there were some cool looking things and some stats. But many didn’t marry the the impressions/penetration numbers with the user experience to enable us to delve deeper into what the benefit of the perfect storm of good placement and good creative. Just yesterday, there were a couple of announcements that related to the same ideal for mobile – additional inventory available for reaching consumers with the question of the user’s experience. Because of the user experience related to these platforms, should these mobile bits of ad inventory be leveraged?
Ipsos recently posed the questions to consumers whether they would prefer to receive SMS messages to their mobile or emails to the in-box. 75% said they would prefer the latter. It used to be more of a legal issue as people had to pay for each SMS message they received or sent. Therefore, companies could find themselves in trouble as users were effectively paying to receive their spam. Now that many mobile providers offer unlimited packages for text and then cap their access to data before charging more, some might think its better to send SMS messages. The thing is, that while there might be a cost difference for the consumer in the free text/limited data model above, the real question comes down to user experience and preferences. SMS is more intrusive and is the norm for getting communications from friends – not from businesses.