The rise of mobile: top ten discussions for the rest of 2015

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Nigel Clarkson, Commercial Director, Weve

The rise and rise of mobile marketing, m-commerce and programmatic trading is continuing at a pace that we have never seen before in media.  Exciting times for all of us to be working in. So here’s a top 10 of things to discuss in mobile, some more serious than others….

  1. The Plain English Society will declare war on media websites, particularly those in ‘digital’ and even more particularly in ‘ad tech’.  So many websites just have lots of words but don’t really say anything. ‘An end-to-end fully integrated data stack utilising our proprietary data system and social-integration’ doesn’t mean anything, probably not even to the poor bugger that wrote it and certainly not to any client. Say what you actually ‘do’, trust me it will help everyone. If you can’t explain it simply, you either don’t understand it yourself or you’re bull-shitting, either way, sort it out.
  1. There should be a reappraisal of data assets and a push for an industry-wide analysis of data capabilities (across all digital assets not just ‘mobile’). So many businesses are cobbling-together publically available or paid-for 3rd party data assets, all wrapped up and hidden in ‘proprietary systems’ and a load of marketing fluff to hide massive holes in accuracy. Wouldn’t it be great to really understand what the ‘value’ of that data is with a grading system that would allow a level playing field and most importantly clear choices and decisions to be made by agencies and clients based around facts not smoke and mirror marketing. That way, ‘price’ and ‘value’ could be differentiated in a much clearer fashion.
  1. The emergence of data partners like Experian, Axciom, and Call Credit as genuine front-line players in the digital marketplace. They have bigger data assets than almost anyone else and have yet to engage fully in the digital market. Over the last few years, they have developed tie-ups directly into brands and other media owners, which will only be the beginning of their ambitions to interconnect the data eco-system. A DSP partnership could give them the ability to become digital planning and buying agencies at massive scale. Not a week goes by when another business isn’t announcing another data partnership with one of them.  The new data economy develops with different industry leaders potentially leading the way.

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Mobile – one size doesn’t fit all

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Nigel Clarkson, Commercial Director, Weve

The trade press seems alive just now with stories of the inexorable rise of ‘mobile’. There is unmistakeable excitement around this small device which is capable of doing so many things.  The ability of mobile to drive search, social, video, SMS, display, apps, and of course the future of areas like beacons and a whole new sector of location marketing means exciting times all round.

Over the last few years, in media terms, the migration of services and time now allocated to a mobile has been an utterly seismic shift, far more pronounced than the years it took for online to grow in its early stages.  Inevitably the terms ‘online’ and ‘mobile’ will become more blurred because the simple fact is that when people are ‘online’ now, it is more likely to be on a mobile device anyway.

Just this week we have seen two stories that highlight this huge shift in consumer behaviour.  The first is news from ComScore that the majority of digital media consumption now takes place in mobile apps.  52% of ‘digital time’ is now spent in mobile apps, and when you then throw time spent on the mobile web this figure goes up to 60%.  It should come as no surprise that within this figure, most time is spent on social media, entertainment, games and news/information.  In other words people are going where content is most engaging, entertaining or useful.  Combine this with the functions available on the mobile like touch, gyroscope, sound activation and it feels like mobile should be a marketers dream, so the outlook is surely a positive one.

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