Your phone’s homescreen is dead; or how native advertising wins in the post-mobile world

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“Part of this will entail  a shift in advertising to permission-based advertising:  asking the consumer whether she wants to see an ad — which would be asking her if she wants to receive information — for a particular brand at the current time. The consumer will have the choice: yes, I’m in the supermarket and I want to see the weekly specials; or no, I’m driving and I only want to receive breaking news that’s relevant to my family. She would no longer be forced to page through or scroll through irrelevant ads to reach what she needs.”

Source: Notification: The Post App World Revealed – Ad Tech Daily

I’ve been doing a ton of work and research in what comes “after” mobile… meaning, what advertising and marketing looks like now that our mobile devices are being used more than our laptops and desktops.

Your iPhone will look dramatically different in a few short years. I don’t mean the physical part. I mean the part you’re interacting with at the level where you once opened an app to check your latest Facebook Like notifications or new emails. There will be little-to-no reliance on that grid of apps that you belovedly call your homescreen.

I’ve been using my iPhone and Android phones this way the last few weeks and it’s been transformative. I could never go back to relying on opening apps from a homescreen to receive, process, or even create information (more on that soon).

Google, Apple, and Facebook all understand that the “future” (as in the next few years) will be dominated by notifications.

Just to think, Twitter had it right with Track all those years ago. Shame they double clutched the ball.

Native / content – advertising / notifications win… adblockers plus notifications plus better ad technology means branding and advertising will conflate. It’s going to be wild. Put on your VR helmets!

Discovery marketing = notifications.

 

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