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
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
Dennis Mink, VP of Marketing, Liftoff
Earlier this week Liftoff released our annual Mobile Shopping Apps report, highlighting the latest trends in mobile user acquisition and app engagement. The good news for ecommerce marketers is that as mobile purchases are on the rise, the cost to acquire new mobile shoppers has declined over the past 12 months.
As we inch ever closer to the holiday shopping season, marketers should take note of several important mobile shopping trends. August and early September is an opportune time to focus on new user acquisition. With mobile ad inventory costs at near lows for the year, marketers can acquire new users cost effectively, just ahead of the holidays. This is also an excellent time to test and optimize ad creative, before inventory costs shoot up. If you wait until October, you’ve already missed the window of opportunity as more competition ramps up spending, driving up costs for everyone. 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
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.
Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.