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. Continue reading
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. Continue reading
Noelia Amoedo, CEO of Mediasmart
A sentiment I’ve been hearing all too often from ad agencies recently, is that when considering a Mobile Advertising investment the sole purpose of engaging with a mobile specialist DSP is promoting apps.
This is an extremely limited perspective for two very important reasons. Firstly, ‘eyeballs’ nowadays are predominantly focused on mobile apps and campaign effectiveness in apps often requires mobile specific technology. Then there’s also the fact that the mobile environment provides so much more information about user behaviour than other channels. Frankly, if you’re not working with a mobile specialist, you’re missing out. Continue reading
Harry Clarke, Creativity & Innovations Manager at Weve
There is always something to compare in advertising. Content vs context, data vs creativity, technology vs humanity. All the conversations start off with one question: who will win? Yet in every seminar and workshop I’ve attended and every article I’ve read, we all reach the same conclusion: there are no winners.
The truth is, they are all cornerstones of the advertising world we work (and live) in, working together to enhance and evolve our output. Continue reading
Written by Jon Hook, VP of Brand & Agency at AdColony
At the MMA London Forum we took a step into the boardroom with Dan Hagen Chief Strategy Officer at Carat UK and Keith Moor the CMO at Santander, to understand if and how mobile has impacted the way executives plan and execute marketing campaigns.
How has mobile changed the way that you plan your campaigns?
As with any other medium, the starting point is always with the consumer, not a device or screen. Mobile enables advertisers to derive a real time and data rich portrait of a consumer than previously possible, in large part down to location signals (giant caveat being GDPR!). Whilst this is deeply valuable, the real challenge is where mobile sits in the marketing mix. Continue reading
Digby Lewis, Head of Platforms & Distribution at iris Worldwide
This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading
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. Continue reading