L-R: Liam Brennan (Digital Strategic Director, Starcom), Simon Andrews (Addictive), John Mew (Chief Operating Officer IAB) and Ed Couchman (Head of Agency Relations Facebook & Moderator).
Simon Andrews (Addictive): Every industry has seen big changes from mobile and marketing needs to follow, though it's happening slower than expected.
Mobile only accounts for 1/5th of digital advertising despite the large amount of usage.
Reasons? Liam Brennan (Starcom) says creativity which doesn't work on mobile is the biggest hurdle. John Mew (IAB) says agencies say clients don't have enough understanding. Another reason can be habit or inertia just doing business the same way it's always been done, and people not wanting to change. Simon Andrews (Addictive) says that the creative problem is routed in formats only having banners. Liam Brennan (Starcom) says Samsung is doing well with targeting people with Samsung phones whose contracts are about to expire. This is probably what creative agencies struggle with. Right-hand side of brain versus the left, art vs. science.
John Mew (IAB) refers to the Y&R quote from the Mobile World Congress (MWC) which says that good creativity gets people to do something, so actually search is creative. Mobile gets tarred with unpleasant shtick that the screen is too small. We are seeing a move to bigger formats and rich media.
No one is really it doing well, according to Simon Andrews (Addictive). Facebook is seeing a trend in the rise in visual communications away from text-based i.e. large use of emojis and emoticons in messenger, video and images. This offers challenges for brands. Simon agrees we are moving towards video and pictures where pictures are cheaper. Response rates to video and imagery are 10x according to Liam Brennan (Starcom).
Measurement
It's tricky to measure because cookies don't work. The other problem is that there is no single screen view as users are using multiple screens so how do you measure across multiple screens and cookie/proxy across that, asked Liam Brennan (Starcom). Simon Andrews (Addicitive) says cookies are over, it doesn't even work that well online. Think we should go back to brand metrics rather then click metrics. On mobile it can often be a thumb error. John Mew (IAB) agrees we need to shift from cookies as brands more concerned with attribution. We should be able to track from seeing an ad to going in store and there is the expectation that you can track everything but you can't.
Simon Andrews (Addictive) says that the average mobile campaign is the catering cost of a TV commercial! What a great quote.
Digital Video
Darryl Simm, CEO Omnicom, claimed that 25% of TV investment should move into online video. Simon Andrews says that the TV commercial is probably not the best asset for online but it is the first step for increasing reach.
What is the role for curated native content rather than pure display (300x50)?
There are opportunities for brands is to be more personalised and advertising will be more receptive in this space rather than just paid for banner ads.
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