Mobile Advertisers Brace for Smaller Smartphone Screens

It’s been a primary concern for many marketers and advertisers on the fence when it comes to mobile: are smartphone screens too small for campaigns to truly be attractive, engaging, and effective?

“While Apple has been the subject of incessant queries wondering when it will follow Samsung and Google’s Motorola subsidiary in making a big screen iPhone, both Android licensees are now planning new phones with screens closer in size to iPhone 5,” says tech journalist Daniel Eran Dilger.

As it turns out, Android may be “scaling back the big.”

“Samsung is releasing two ‘mini’ 4.3 inch variants of its flagship Galaxy S4,” Dilger penned for Apple Insider on Thursday, speculating about recent rumors in the supply chain. One is reportedly called the G4 Zoom with a 16MP camera, and “another which launched today as the G4 mini.”

Google’s influence at Motorola is also resulting in a shift from “bigger is better” to simply “better is better,” according to a report by Sascha Segan of PC Mag.

“We’ve been spending the past eight months on this next generation of phones, and we’ve all seen positive feedback and collaboration around things,” the report quoted Motorola’s design chief Jim Wicks. “Certain people like a large screen,” he added, “But there’s a sweet spot for consumers that we’re currently exceeding in the market. There are some people that like a big display, but there’s also a lot of people that want something that’s just about right. I think ‘just right’ is important, and we’re designing so we don’t disappoint those people.”

So will the reversing trend on screen size prove a bigger deterrent to mobile advertisers and marketers?

According to marketing analyst Ian Hayes, it shouldn’t matter much.

“Mobile advertising is clearly a valuable and effective resource for companies, app developers, and anyone with a need to communicate to the masses or to a niche market,” Hayes says. “Ad formats and mobile marketing techniques have grown so sophisticated and form fitting to whatever screen size is available that I don’t think such a relatively minimal pullback in smartphone screen size will be an effective deterrent to anyone who truly understand the power and potential of mobile marketing.”