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
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
Nicolas Rieul, VP Strategy EMEA at S4M
Apple announced at its annual Worldwide Developers Conference 2017 a suite of news features for iOS 11 that will surely be welcomed by its loyal users. For mobile advertisers, this update doesn’t bring all bad news, there are also some exciting new potentials for marketers with the latest update. For users, it is all good news, as Apple’s new iOS 11 is putting user privacy centre stage.
Paul Barnes, Territory Director Northern Europe and Middle East at App Annie
Apps have become one of the most influential devices in driving consumer behaviour, with over 900 billion hours spent in apps worldwide in 2016 and over 30 apps on average used per month. People now manage a myriad of different aspects of their lives with apps – a ubiquitous component to everyday life.
The reality is that, on a daily basis, the average consumer uses approximately 10 apps. By understanding how these apps are used, where consumers are spending their time and in which apps, mobile marketers gain a unique insights into behavioural trends of a highly influential audience. Continue reading
David Skerrett, Managing Partner at Nimbletank
The Bot landscape is being shaped by the four horseman of the tech world: Microsoft, Facebook, Google and Amazon. Whilst the term bot has been around for decades it is only really in the last 2 years that the volume has been turned up with many predicting that bots will be the next app, and that app’s are dead. That is an oversimplification, of course, but given so many young people spend their time on their mobile messaging apps, and given the success of the WeChat “app of everything” in China it is natural agencies, brands and tech players in the mobile space pay close attention to the Bot trends already clearly evidenced. Continue reading
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. Continue reading
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. Continue reading
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