Pokemon Go, measurement challenges and the mobile marketing opportunity

Paul Carolan, Global Chief Commercial Officer, Widespace

I could sit here and quote figures about the amount of time that’s spent on mobile vs. TV or desktop, but we only have to look around us to see where consumer eyeballs are moving. This month Pokemon Go swept into our lives, overtaking Tinder downloads within a matter of days, and hot on the heels of Twitter. But what all of these companies have in common is that they are mobile-first and available on the go – giving marketers instant access to a highly engaged audience, on a one-to-one basis, wherever they are.

10 Steps to Delivering Effective Mobile Video

Stephen Upstone, CEO & Co-Founder LoopMe

Mobile video advertising should be an integral part of the marketing mix for brands looking to engage their consumers with meaningful, emotive content. But in a fast-paced industry, with a proliferation of providers and formats, it can be difficult to identify the most effective way to plan a mobile campaign. Follow these steps for the best possible results.

1. Choose your format(s)

There are three main types of mobile video ad format, interstitial, pre-roll and native. Different sites will offer different types of video inventory, so by using a range of formats it is possible to reach a wide audience throughout their browsing time. For example, a pre-roll ad could be served while a user watches a music video, a native ad while reading a news article and an interstitial while browsing a gallery of images. Using different types of format also allows brands to offer different types of content or additional interactive elements, making the campaign more diverse.

What devices can tell us about consumer intent

Joe Prusz, Head of Seller, Americas at Rubicon Project

The fact that most of us move from device to device throughout the day is common knowledge. An eBay Enterprise report found that 81% of consumers use more than one device to browse online and that 64% rely on more than one device in the evaluation and purchase of a single item. If that sounds impressive, consider that even those numbers will surely grow as mobile continues to expand and new devices hit the market.

The Decline of Organic is Good News for the App Ecosystem of 2016

Shane Rosenfelder, Content Marketing Lead at Appsflyer

Mathieu Nouzareth of music trivia game SongPop was recently quoted on TechCrunch on the subject of app discovery, saying “There are only a few ways you can have your app discovered:

   a) You pray and hope that a miracle happens
   b) You are featured by Apple
   c) You reach out to journalists
   d) You take matters in your own hands and you decide to invest in marketing campaigns.”

A look back at Cannes Lions

Stephen Upstone, CEO & Founder of LoopMe

MediaCannes Lions is unique in the advertising calendar. No other trade event comes close for the creativity, number or sheer quality of those in attendance.

While the creativity and artistic merit of the advertising industry is acclaimed and discussed in the Palais, the outskirts of the festival are where it becomes interesting for the technology providers. This year questions around measurement, verification and optimisation came to the fore, as brands and agencies attempt to determine the value of their advertising.

9 things we learned about mobile at MMAF 2016

Russell Graham, Digital Capability Director at Brand Learning 

The agenda for the Mobile Marketing Association Forum 2016 was action packed with an array of industry professionals and thought leaders, including Brand Learning, providing perspectives on the vital role of mobile in the customer experience. As the attention space of a goldfish apparently now surpasses ours, I’ve summarised our top take outs below. This may take a little longer than 8 seconds so please bear with:

Harnessing Mobile, Data & Programmatic For Real-Time, Right-Time Marketing

Peggy Anne Salz, Lead Analyst and Founder at MobileGroove

Mobile equips brands and business marketers to deliver real-time marketing right now. But it’s contextually relevant marketing linked to a more holistic view of customers that will truly move the needle on your campaigns. This article, excerpted from Mobile: The Great Connector (Volume 2), a comprehensive eBook authored by Peggy Anne Salz, chief analyst and content strategist of MobileGroove, in collaboration with the MMA EMEA and member sponsors Inspired and Brainstorm, explores how quality data around context and location arms marketers to improve targeting and campaign performance.

Meaningful and Relevant Mobile Creativity – Creating Value Through Technology

Astrid Salas, Senior Creative Developer at InMobi

The industry is transitioning from just performance to more data-driven creative strategies, but often the collision of data, content and technology surfaces huge challenges – and opportunities – for brands that hope to connect meaningfully with the humans that form their audiences.

Behaviour is the medium that we work in; it is not about type of devices, or the technology or in what way they are enabled, but about the fact that we are influencing behaviour. Mobile Creativity is to design for influence.

Location data: More than just a real-time tool

Tej Rekhi, AVP Mobile Sales at Sizmek

A mobile world. A smartphone society. A connected generation. However you describe it we’re a nation addicted to our devices.

Over 70% of UK smartphone users check their mobile device within 15 minutes of waking, while almost as many look at it during the 15 minutes prior to going to bed. We use smartphones on public transport, at work, while shopping and eating out, while socialising with friends and family, and even while crossing the road.

Five rules to getting the most from mobile

Scott Curtis, European Strategy & Development Director at Starcom MediaVest Group

1.) Create for Mobile

Everyone knows that they need to be present on mobile, so this isn’t a ‘you must have a mobile destination’ discussion. Now, it’s about thinking smarter about how your brand fits within the mobile world. For example, do you have a transactional website? If so, it’s probably best to work with an m-site rather than responsive design.

Another factor that needs consideration is creative execution. Work to the strengths of mobile by utilising formats that take advantage of the native mobile features like touchscreen, accelerometer and GPS. And, when it comes to video, this should be planned in order to tie in with mobile usage behaviour. Video should be snackable, as in short form, and consider whether or not you design the video to be consumed vertically or horizontally.