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.

Using neuroscience to successfully transform the XR experience

Simon Gill, Chief Creative Officer at Isobar

It seems trying to predict the future is a very human trait. It speaks to both our curious and creative nature. However, the popular William Gibson quote “The future is already here — it’s just not very evenly distributed.” would suggest we don’t need to look too far. I felt this, when seeing the Webby Awards winner DOTA2 Championshipin 2017.

Establishing a Progammatic Media Buying Solution – Perils, Pitfalls and Partnerships

Noelia Amoedo, CEO of Mediasmart 

Many advertisers are now looking to internalise their media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space. There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is.

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??

HOW A DIGITAL REVOLUTION IS DRIVING THE JOURNEYS OF THE FUTURE

Oliver van Bilsen, Global Head of Digital – Retail, Fuels & Lubricants at Shell 

Oliver Van Bilsen, Global Head of Digital – Retail & Lubricants at Shell, recently presented his thoughts on how the digital revolution is changing the face of retail at the MMA Forum. Here he expands on his thoughts and outlines how Shell is pushing innovation forward.

Digital consumers are different. Their shifting expectations are redefining retail and demanding new strategies to deliver experiences that attract new customers, boost loyalty and improve satisfaction.

Understanding mobile’s role in the automotive purchase journey: a ‘drive through’ Weve’s Automotive Research 2017.

Timothea Horwell, Marketing & Research Manager At WEVE

Weve’s Marketing & Research Manager, Timothea Horwell, explores the paradox of the modern day automotive purchase: a wealth of mobile data to understand how to reach prospective customers at moments that most influence their decisions, but a decreasing time-frame in which to do so. Weve’s research provides context to understand different drivers at each stage of the automotive journey.

Buying a car used to mean spending hours perusing the local dealership. In 2017, however, consumers are increasingly looking online for much of the purchase process, and mostly via a mobile device: Weve’s Automotive Research 2017 found 84% of consumers use their mobile at some stage when buying a car. 

In-App Mobile Advertising Impact

S4M, a mobile programmatic platform, released a study, “In-App Mobile Advertising Impact” in partnership with IPSOS, a leading research company based in France with representation in 88 countries focused on understanding consumer behaviour. The study evaluates how advertisers should invest in mobile campaigns to attain the best results.

At Facebook we get things wrong – but we take our safety role seriously

Monika Bickert, Head of Public Policy Management at Facebook

Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.

 

The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians.

Mobile marketing: Engaging Gen X,Y & Z

Written by Jane Ostler, Managing Director, Media & Digital, Kantar Millward Brown

Kantar Millward Brown’s AdReaction: engaging Gen X, Y and Z study reveals vital insights into how marketers should use mobile, explains Jane Ostler, Managing Director of their Media & Digital practice.

Marketing communications are undergoing a seismic shift. Brand messages are slowly but surely moving away from the ad break and deeper into consumers’ lives, with much of this driven by the combined influences of younger audiences and mobile device usage.

AdReaction reveals that 74% of Gen Z (16-19 year olds) globally spends more than an hour a day on mobile devices, more than any other generation.

In this world of declining ad receptivity, brands must find new ways to reach consumers beyond the confines of traditional advertising, and need to use mobile in more creative ways than ever before. 

Mobile Ad Fraud: Time to Clean the Space

Christophe Collet, CEO at S4M

Digital ad spending makes up more than 60% of total advertising investments in the UK. The mobile channel is well on its way to dominate all other media channels and will double the ad spending for desktop and TV by 2018. Naturally, with more budget at stake, more incentives rise for fraud in mobile ad campaigns. The good news for the ecosystem is that advertisers and vendors are well aware of what’s at stake and have heard the call from Marc Pritchard to clean up the mobile programmatic space.