Talking Mobile, a resource for MMA Members, marketers and mobile innovators

Stephen Upstone
CEO & Founder of LoopMe

Talking Mobile is a resource for MMA Members, marketers and mobile innovators to discover and voice opinions around industry news, innovation and points of view. People can also find out more about the MMA UK and local activities and initiatives. If you would like to contribute please write to sally.harvey@mmaglobal.com with a clear proposal of what you would like to cover.

We are very fortunate to live and work in the greatest period of media innovation ever seen: rapid, persuasive and global. This is the mobile era and the change that we will see over the coming years will eclipse anything that we have seen before.

Dramatic change in consumers’ media habits due to the adoption of mobile smartphone and tablets create the perfect canvas to re-engineer marketing and advertising, globally, creating big winners and losers across all parts of the marketing ecosystem.

In the mobile era the MMA’s mission to make mobile marketing indispensable to marketers has never been more important.

The End of the ‘Water Cooler Moment’

Claire Valoti
Head of Agency Relations Facebook

Mobile has changed the way we talk about TV shows. That ‘water cooler moment’ that used to happen the day after your favourite show had aired now happens in real-time, online.  And a lot of it happens on Facebook, through mobile devices.

The fact that people talk about TV on Facebook has never been in doubt however it has often been assumed that TV-related Facebook interactions happen outside the show airing – not in real-time.  This is not the case.

The industry has also not truly understood the volumes of this chatter, since historically, we haven’t shared much information on this in the past.  Now, thanks to our new partnership with SecondSync, we will be sharing this information on an on-going basis to help clients understand how people are using Facebook to talk about topics such as TV.

The ‘Battle for the Living Room’ doesn’t exist

Theo Theodorou,
Senior VP
EMEA
Videology

One of the most exhausted phrases in our industry is the so-called ‘battle for the living room’. We’re still talking about this supposed need for advertisers to control a room in the house where people interact with videos.

Advertising on TV used to be a straight-forward concept when the trusty box-in-the-corner was the one screen in the home. Thanks to the meteoric rise in connected devices – from smartphones and tablets, to next-generation game consoles – we now live in a world where there is no ‘main’ screen. A huge 69 percent of British mobile users owned smartphones in 2012 – a figure set to rise further still – and we’re using this newfound connectivity to complement and augment viewing experiences across multiple devices.