Weve Source: The Art and Science of Mobile Engagement

HC headshot

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

A view from the top: does mobile have a seat at the boardroom table?

jon-hook-adcolony-532x8002028129

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

4 Strategies for Capitalising on the Micro-Moment Economy

digby4

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

Maximising Mobile Video Content – Without Cutting Your Hand Off

peter_haslett

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

Why & how more brands need to take a stand to become a love brand

beate20rosenthal20boettcher202f

Beate Rosenthal, Global Brand Director Digital & Media at Merck Consumer Health

In today’s world, crowded with messages and distractions, brands need to find ever more unique ways to stand-out.

That does not just mean that brands needs to add emotional benefits to functional superiority, but they need to consider taking a stand and commit to societal topics.

Brands need to take a stand about topics, people care about

Insights based ideas that connect with consumers at a higher level are important to create brand love, but they don’t replace the need for product benefit superiority. At Merck consumer health, the world’s oldest pharmaceutical and chemical company, we are committed to the love brand idea. By the way, brand love is a scientifically proven concept with various studies showing that simply seeing their favourite brand logos caused students’ hearts to slow temporarily – literally ‘skipping a beat’. Continue reading

At Facebook we get things wrong – but we take our safety role seriously

monika

Monika Bickert, Head of Public Policy Management at Facebook

Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.

 

The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians. Continue reading

How Mobile App Success Rests on Where Your Users Spend Their Time

ip5Yko2J

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