How Advertising is Evolving: From “In Your Face Ads” to Sponsored Experiences

how-advertising-is-evolving_700x400

What is a sponsored experience?
One of the examples that comes to mind from the “real” world, is the Sephora makeup session: When a customer walks into the store to get a free makeup session using the products from brands Sephora want to promote, that’s a sponsored experience.

How can we create sponsored experiences in the mobile world?
Advertising needs to evolve. Smartphone screens are very small (even though they have grown into phablets), and display ads take too much of that screen real estate. Hersh Choksi, VP Products & Strategy at Flightly, an exclusive Twitter advertising partner, agrees: “Mobile has been much faster to adopt native advertising, which aligns more with the idea of a sponsored experience rather than an interruptive ad.”

In today’s digital world, we see a shift towards convenience and instant gratification. Sponsored experiences can be part of this mobile content, and would provide users a convenient experience on their smartphones without having to leave the mobile app or browser experience they are currently in. So how can we provide meaningful experiences for brands that relate with users?

Here are some examples and use cases for sponsored experiences in the mobile world:

1. Meeting Locations
Many of us use our smartphones to coordinate when and where we are going to meet with colleagues and friends. When we are searching for that cool restaurant or bar, wouldn’t it make sense for either the location apps or restaurants themselves to pay for placement right there, at your fingertips?

2. Transportation
Once we decide on the place and time, we need to get there! Why couldn’t there be a sponsored transportation experience at this time to take an Uber or a Lyft? This could be sponsored or subsidized by the transportation company, or for the transportation company could pay for the opportunity to surface at this time in the user’s screen.

3. Music for Fitness
Let’s assume you are one of those people that track their physical activity while exercising; using apps to track your ride or map your run, etc. Let’s also assume you like to listen to some music to “pump you up” and energize you while exercising. Today you need to open your fitness apps and then go and open another music app to find that music. What if Pandora or Spotify would offer you a sponsored “Work out music” option within the fitness app itself?

I wanted to show you through the examples above how sponsored experiences can be meaningful to users and not be considered interruptive.

How would you prefer to have Sponsored Ads served up to you?

 

About Margulis, Leandro

- 10+ years of Global Business Development experience
- 5 years of management consulting experiences across 3 continents
- Former Founder & CEO of start-up in the Tech / RFID space; received patent for invention
- Ran a Business Accelerator
- Yale MBA; full tuition merit-based scholarship
________

Leandro Margulis is the Founder of SearchNWork, enabling lateral and upward mobility for professionals. Previously, Leandro was the Director of Global Strategic Partnerships at Quixey, the mobile content discovery company. Prior to that, Leandro opened and grew the Impulsa Business Accelerator California office, helping small and medium companies with market entry and revenue growth. Leandro also worked as a Senior Consultant with Deloitte Consulting, where he coordinated international project management efforts and executive relationships between the United States and Eastern Europe. He then worked in the Strategy & Operations practice in Corporate Development / M&A, due diligence and post-merger integration in the United States and emerging markets.

These experiences position Leandro to pursue a career aimed at building companies and capacity through strategic business development and partnerships while leveraging financial capabilities and innovating around emerging market opportunities.

Leandro holds an MBA from the Yale School of Management and an Industrial and Systems Engineering degree from Florida International University (FIU), where he graduated Summa Cum Laude.

Specialties: Corporate Strategy, Business Development, Corporate Development, Partnerships, Contingent Contract Negotiations, Sales, Management, Business Case Development, Business Process Improvement, Project Management.