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
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.
Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.
Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement. Continue reading
Tom Laband, Co-Founder & CEO at adsquare
Marketers are confronted with the urgent need for more relevance in digital advertising. It’s not just a growing requirement based on what consumers want. It’s also shaped by the alarming rise in the use of adblockers, especially in mobile browsers, a phenomenon that has sparked a new wave of discussions about what advertising consumers will accept and appreciate. In today’s “Age of Context” it’s becoming quite clear that consumers expect — even demand — targeted ads that not only consider their general interest, but their current situation as well.
Andy Wise, New Business Director at Engine Creative
The key for any brand campaign is to grab the attention of consumers, but with such an overwhelming number of digital channels available to consumers and research showing that only 9% of current digital advertising is being viewed for more than a second, how can the eye-watering spend on UK digital advertising (£8.61 billion in 2015 alone!) be anything more than a waste of advertiser’s money? Continue reading
Sofie Mobbs, Head of Mobile at Flashtalking
We’ve long been talking about the fast growth of mobile advertising. It’s no longer a prospect, but a fact. Mobile is taking a bigger chunk of the market share from traditional display – or rather traditional display is becoming more mobile. But as this happens, there’s a danger we forget to respect the differences between desktop and mobile screens. We may overlook the unique creative opportunities and tracking methodologies needed to secure true mobile performance, and thereby impair our ability to attribute its effectiveness correctly.
Timothea Horwell, Research & Marketing Executive at Weve
A month on and as the dust settles, the novelty wanes, and it becomes less socially acceptable to chase a Pikachu down the street on your lunch break, we look at the future of gaming: mobile, augmented and built on micro-transactions.
As a game, it’s been hard to ignore. As a concept, it’s been near impossible; nothing has caused a media frenzy of this scale in quite some time, not even Brexit. Whatever your view on Pokémon Go, its impact in the last month has been undeniable. With more daily users than Twitter at one point, 100 million downloads and counting, and enough articles written about it to put Kim Kardashian to shame, Pokémon Go tapped into something in the zeitgeist to become the most popular mobile game of all time.
Get the basics down before attempting a cross-device strategy
Jos Pamboris, Chief Product Officer at Flashtalking.
It wouldn’t be summer in the US without their TV Shark Week, but for the global ad tech industry it’s seemingly always Shark Week. That’s because, like a shark, the industry is constantly moving forward. Right now, the chum in the water is all about cross-device strategies. This is understandable, because consumers increasingly live a cross-device existence. But beware before you jump into cross-device waters with both feet. It’s best to have mastered a single device and all of its complexities before shifting your focus to cross-device. Otherwise, as Bill Gates once noted, “automation applied to an inefficient operation will magnify the inefficiency.”
Michael Trapani, Product Market Manager at IBM
In what has become an expectation in the age of Internet technology, Silicon Valley has found its next big thing – bots. I spent a week in the Bay Area attending a conference centered on this emerging market and the many businesses seeking to stake their claim in it.
Bots are semi-intelligent applications that typically live inside messaging platforms and use a conversational interface to accomplish tasks. In the world of apps, if I wanted to find a status on a pair of headphones I ordered through a typical mobile app, I might open the retailer’s app, navigate to My Account, tap on Order Status, select the order in question, and see if my item has shipped. This interaction through a bot, however, would begin with me opening up a chat service and asking the retailer’s bot: “Have my headphones shipped yet?” And the bot would reply with an order status. At least, that’s the goal.