The introduction of GDPR in 2018 was arguably the most significant event for the technology sector since the invention of the smartphone. However, in our recent survey of 287,000 global consumers’ attitudes towards data privacy and mobile marketing, we found that a mere 8% of them felt they had a better understanding of how companies use their data since GDPR came in. What’s more, 39% of European respondents said that they didn’t even know what GDPR was. So why isn’t the message getting through? 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
Ian James, General Manager International at Verve
For many, mobile devices have become a primary connection to the world — they teleport users from destination to destination throughout their day, at once utilitarian communication tools and personalized windows onto inspiring new experiences.
Today, there are two rising demographics of mobile influencers — a pair of generations that have never lived in a world without mobile. These Mobile Prodigies are born digital, growing up in a world of swiping, tapping, and scrolling. With so much to gain at their fingertips, they represent constantly evolving demands to which both advertisers and publishers must respond. Continue reading
Written by Jason Cooper, General Manager, Mobile at Integral Ad Science
Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs. There are a limited number of options available for the agency and brand, outside of the ad servers and verification companies.
Tom Pearman, Managing Director at Weve
Last weeks’ announcement that Telefónica’s Axonix had purchased Statiq, the three year old mobile location targeting business, was exciting news not just for the Telefónica teams across Weve and Axonix, but also for the industry. Statiq have been creating waves since they launched, breaking the mould by detaching media from supply and giving buyers what they want – control of the data. Continue reading
Peggy Anne Salz, Lead Analyst & Founder at MobileGroove
The mobile app market is a monstrous place for marketers and brands. We are witnessing an avalanche in the number of mobile apps, triggered by unprecedented growth in smartphone adoption and usage globally. The good news: the global App Economy is firing on all cylinders. The not-so-good news: this rapid expansion is stretching the search, marketing and brand protection models that have allowed this new economy, and the global business ecosystem it supports, to flourish.
In short, massive growth confronts marketers with massive challenges. Continue reading
As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.
Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process. Continue reading