Are agencies, and their clients, missing a tablet trick?

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Rakesh Thakrar Global Business Development Director Imagine Mobile

Remember how the oracles of advertising heralded the year of mobile year after year? Well, now, that mobile has fully entrenched itself on the marketing conscience, the focus has now shifted to tablet.

So does all the hype mean that agencies and their clients are now tablet ready? Unfortunately, not in all cases.

Those of you who use a tablet regularly may have noticed that whilst some ads are all-engaging and interactive, the majority, particularly full page units, are somewhat flat and static. It seems that advertisers aren’t evolving quickly enough to make the most of the many new tablet opportunities that have presented themselves over the last 18 months.

The advent of the tablet, particularly the iPad, has provided those of us who live and breathe mobile marketing with wonderful new toys to show off what we can do. At Imagine, we have been lucky enough to do this for many global brands, making use of larger screen sizes and functionalities such as ‘swipe’ and ‘shake’ to build and run truly engaging creative units in premium publisher environments (many of which have been global firsts). Furthermore, delivering our campaigns through Inspired™, we have been able to pull reams of bespoke engagement metrics that now allow marketers to see exactly how their target audiences are interacting with their creative.

So why are many agencies and brands still grappling with the basics of tablet?

The challenge for many advertisers is the evolution of the audience experience on desktop versus tablet, which I’m sure in itself is keeping them extremely busy. Secondly, creative implementation across the diverse mobile eco-system (platform and ad-serving) is something that many are still coming to terms with. Simply put, delivering creative solutions in such dynamic environments has left many agencies without the in-house expertise to deliver.

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Can your business strategy weather the storm?

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Ross Webster, MD EMEA, The Weather Channel

Britain has been basking in blistering heat this last month. The news is full of health warnings and advice to stay indoors. But I know what I will be doing after work; opening a bottle of wine and lighting up the BBQ. And I’m not alone, across the UK this summer, sales of sausages, cider and salads have sky rocketed!

Weather affects all our businesses directly. It has been estimated that up to 30% of the UK GDP is affected directly by the weather conditions, which brings me to these key questions for the advertising industry…

What is the weather strategy for your business? How will you make weather work harder for you?

The power of weather on the consumer is universal and primal. Canny advertisers have always realised this to target consumers right at the point of intent.

Unfortunately, activation has often been simplified to a one dimensional daily national temperature average, or even to the current view from the media owner’s window.

Luckily, things have moved on, sophisticated data stacks have allowed marketers to better understand the connection between consumer behaviour and weather conditions.

At The Weather Channel, we know there is a powerful correlation between weather variances, location and mobility, and it’s this combination that is allowing us to effectively target and optimise advertising around the weather for the first time ever.

Utilising weather data intelligence through ad tech platforms such as our own WeatherFX, enables advertisers to tap into insights and predictive modelling in an actionable way to unlock the power of weather and take advantage across web and mobile. Continue reading

Mark Cody: Tesco’s Mobile Strategy Transform ‘The Shopping Experience’

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Mark Cody Senior Marketing Manager – Mobile Tesco plc

MobileGroove analyst Peggy Anne Salz catches up with Mark Cody, Senior Marketing Manager, Mobile at Tesco to explore the retailer’s strategy to place mobile in the centre of an omnichannel approach, bridging screens and worlds (online and in-store) to enable new levels of brand interaction and customer benefit.

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Shopping knows no boundaries and the customer expectation for seamless interaction is turning up the pressure on retailers to bridge the digital and physical worlds to deliver customers increased convenience and value.

This shift was also highlighted in the new RetailWeek report titled The Consumer 2014: True consumer insight in a modern retail world. Based on a survey of 2,000 U.K. consumers and exclusive interviews with shoppers, the report provides a valuable insights around consumer attitudes and the approaches retailers should embrace to reduce friction (online and in-store) and increase loyalty.

Tesco’s digital advantage

Significantly, the report reveals that U.K. supermarket chain Tesco is well on it’s way to winning on both counts. Tesco ranks second as the brand providing the best customer experience in-store. And it ranks fourth (after Amazon, eBay and consumer electronics chain Argos) as the brand proving the best online experience.

Clearly, Tesco has a way to go before it pulls out ahead of the likes of online commerce giant Amazon, but the progress it has made in uniting online and in-store interaction in a seamless and engaging customer experience is truly impressive. Continue reading