LONDON: The divide between the time consumers spend on mobile and the money advertisers spend there needs to be addressed in new ways, two industry figures have argued.

Writing in the latest issue of Admap, David Hewitt and Zach Paradis, of digital agency SapientNitro, highlighted three factors at work. First, there was the shift to mobile which was also driving large volumes of traffic to the leading social networks. (Warc subscribers can read the full article here: The future of mobile advertising.)

Second, they noted how the optimisation of mobile search was showing strong results, while third, new mobile experiences and digitally activated environments were making it easier to avoid traditional advertising in favour of ongoing brand 'sessions'.

The authors offered seven ways in which they felt mobile advertising could be employed most effectively in the future and identified a common thread running through these: "a combination of removing friction, connecting the physical and digital spaces and combining content, community and commerce in new ways".

Advertisers needed to create an experience that compelled people to interact and personalise, they said, with energy drink Red Bull's investment in content being a good example. This was increasingly likely to be shared and viewed via mobile.

Hewitt and Paradis conceded that was not really advertising. "What it is, however, is advertising for mobility. That is where the opportunity is," they stated.

Native advertising was a development that was particularly suited to mobile as space constraints meant that advertisers' posts were included inline along with those of friends and news feeds.

Brands could also usefully seek out partnerships that went beyond a simple shopping experience, while social networks as ad-enabled communities, said Hewitt and Paradis, were "proving to be some of the most successful large-scale ad models", with Mondelez's news feed campaign for Cadbury Crème Egg singled out for a particular mention. (Warc subscribers can read more here: How Mondelez used Facebook to sell more Creme Eggs.)

Optimising for mobile search was now essential practice while using mobile to help track consumer behaviour across channels and to connect advertisers directly to consumers' lifestyles – through music-streaming sites for example – was rapidly becoming best practice.

The point about the new configurations, suggested Hewitt and Paradis, is that they "ignore the traditional boundaries of time, place and assumption".

Data sourced from Admap