Many of you read my article yesterday Why the Future of Local-Mobile Advertising Is Not What You May Think. In that article I discuss two “issues” (among others) for local-mobile display. One issue is poor ad creative and another is what I called “lazy location.” That’s where national ads throw in a dealer or store locator on a landing page almost as an afterthought.
Below are two car ads (one on an iPhone app and one on the iPad) that illustrate these two issues. First a Nissan in-app ad, which is an example of poor creative and an overall lousy experience.
Why would I click on this ad? The “local dealer” copy gets my attention. But unless this ad was incredibly well targeted (it wasn’t) and I was actively looking to test drive or purchase a Nissan, there’s nothing to motivate me to click on that ad.
The ad below offers much better creative; it’s from an ad appearing in the New York Times app on the iPad. There’s lots of information, rich imagery and user-interaction potential. However it misses an opportunity through its perfunctory treatment of location. There’s a difficult-to-see link to “dealers” in the upper right. That leads to a “find a dealer” page.
The above ad is an example of a national approach to location that is likely to prevail for some time. It permits the creation of one ad and enables the especially motivated to find a local dealer or store. Location is present — but this really isn’t a “local ad.”
Yet the ad misses an opportunity for local relevance by avoiding location in the ad copy or more prominently on the landing page.