Beyond the monopoly or duopoly of the Facebook and Google, there are opportunities to leverage an equally effective mobile advertising platform. It is less costly than these other media. Mobile advertising uses RTB system to price their inventory. Platforms used by them command an unnecessarily high price simply because there is more demand than supply. There are always online publishers who are hidden gems allowing advertising to reach the desired audiences.
The second reason is that story-telling can be more diversified with new media. Google and Facebook formatsĀ are standardised. Advertisers can combine mobile and internet to create very effective campaigns. The targeting can be more layered. There is location data and interactivity.
Google and Facebook are likely to become generic — just like TV and billboard in the long run. There is an element of consumer fatigue also. There is a tendency to skip the ad videos.