The AI Revolution in Mobile Marketing

Krysta O’Shea, Strategist at Majestyk

In today’s world, technology is constantly out running us. So, how do we catch-up?

Artificial Intelligence (AI)is one way to stay ahead of the competition. Brands are using AI to reach consumers wherever they are. Digital upgrades can make the biggest difference in increasing your consumer base. Consumers are looking for the easiest and fastest results. Our once manual society has quickly transformed into one of instant gratification. People are no longer waiting around for results, they have immediate answers right at their fingertips.The creation of mobile phones has given us the ability to search the web from anywhere. In doing so, it has given brands the ability to build deeper, longer lasting relationships with their customers.  AI gives brands the ability to not only reach consumers, but to also appeal to their interests on a more personal level. Artificial intelligence is an excellent way for brands and companies to learn more about their customers by using the data they have acquired in an efficient and effective way. Times are changing, and as leading companies, we owe it to the consumer to keep up.

5 steps to avoid wasting your display advertising budgets

 

Tiago Vila Verde, Head of Analytics, mediasmart

There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversioneach partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets.

Gardens, GDPR, and Great Spanish Weather(?) – Our week at MWC ‘18

Adam Rubach, MD UK at Ogury 

Last week was the hotly-anticipated Mobile World Congress 2018 in Barcelona, the annual event bringing pioneers and inquisitive minds together to discuss all things mobile.

Unfortunately, this year the seasonal Spanish sun wasn’t on our side. However, we made the most of our Ogury Networking Garden which, despite the rain and even occasional snow, was a great success. The unpredictable weather made for an unforgettable product launch of our latest mobile data solution, Active Insights. People were huddled under branded umbrellas in the middle of a sprinkling of snow, but we were delighted to see that there was still a substantial and buoyant crowd to watch our founders kick off the next chapter in our company history.

This mobile world that we live in

Emma Longmate, Programmatic & Data Partnerships Manager at Weve

Picture the scene, it was a painfully hot Thursday, the post lunch lull. Everyone in the office was gazing out the window, complaining about the fact we were stuck inside working when we really should be outside enjoying the glorious British Summer. It seemed almost inhumane that we were not allowed to go and sit in a park and work from our phones. Surely it is possible to get what you need to get done, with just your mobile phone and no other resources at your disposal??

Maximising Mobile Video Content – Without Cutting Your Hand Off

Peter Haslett, Head of Client Development at Realeyes Ltd.

As the sun sets on Cannes, I was personally very pleased to see a theme of quality vs quantity get the spotlight.

The urge to push creative boundaries is no doubt high but as we know, high quality production doesn’t save an idea that does not inherently make us (the audience) sit-up and pay attention.  So this is about inspiring creativity, breathing oxygen in to ideas and identifying where risk brings reward vs going too far in an attempt to disrupt and/or surprise.

The crux of this is that getting feedback through the creative development process at speed, dramatically reduces costly iterations and disruption to time-pressured workflows.

AI, VR and AR. The trilogy at MWC

Stephen Upstone, CEO & Founder of LoopMe Media

Another Mobile World Congress has come and gone, with over 2000 exhibitors and over 108,000 attendees. This year I found that attention had moved away from the topic of connected devices and to the trilogy of AI, VR and AR.

While virtual reality headsets completely take over your vision to give you the impression that you’re somewhere else, augmented reality adds to your current vision, projecting info on top of what the consumer is already seeing.

Smart Mobile Advertising Requires Intelligent Ad Serving

Philppa Page, Mobile Business Development Manager at Flashtalking, Inc.

There’s a good chance that you’re reading this on your phone. In fact, the odds are better than even that you are reading this on your phone or tablet. That’s because in 2015, UK adults began spending more time on their mobile devices than on desktop, according to eMarketer.

The reality is, smartphones and tablets – two technologies that didn’t exist a decade ago – are now taking up an increasing amount of our time. One parlor game I like to play is to visit a public place like a restaurant or park and count the number of people who aren’t engaged with their phones. They are often in the minority.

Omni-channel: The Universal Way to Interact with Customers

Florence Broder, Community & Localization Manager at AppsFlyer

Shoppers don’t just use one channel to interact with brands, but many different ones. According to a recent Criteo study, 40% of consumers use multiple devices to complete a purchase. And their experience interacting with brands at each touchpoint must be a seamless and contiguous user experience. There shouldn’t be a service disruption at any point in the journey. Consumers may begin perusing your online catalog from your mobile app, make the purchase on a desktop, and physically pick it up at your store. Rather than being multi-channel, this omni-channel process should be fluid and easy.

Smarties™ Co-Chair, Rodrigo Sobral, shares his views on the Importance of the Event

Rodrigo Sobral, Integrated VP Executive Creative Director, R/GA

The 11^th Annual Smarties™ Awards program is just around the corner. It will showcase the best of the best in mobile marketing from the UK, EMEA and globally, recognising teams and talents that have created new benchmarks and engaged consumers in a way that is only possible through mobile. This year’s jury panel includes an impressive list of over a dozen brand marketers and agency leaders in mobile marketing from Fortune 500 companies. Included on the list is industry guru and R/GA London’s Integrated VP Executive Creative Director, Rodrigo Sobral. As co-chair, Rodrigo has discussed the theme of the awards, lessons learnt from the Smarties™ and shared his personal views on the future of mobile marketing during a Q&A session.

Successful Brand Marketing Plans Include In-App Native Ads

Eddie de Guia, Co-Founder & Managing Director, PubNative

No brand will ever want to advertise on mobile if the ads through which they are represented are intrusive, disruptive or low quality. For this reason, mobile native advertising has gained considerable attention in the past 12-18 months, and this is good news for advertisers, publishers, and users alike.

An increase in mobile spend, without affecting any of the other channels, will considerably increase the overall ROI of a cross-channel campaign, according to the recent SMoX report from MMA. Further, mobile is a strong driver of campaign performance across the entire funnel.

Now, add the power of native advertising. The ads are relevant and driven to the right audience segments via either keywords or audience insights, but also fit the form and the function of the content in which they’re shown.

We understand the mobile opportunity, but why focus on in-app native advertising? Here’s why.