The title of this panel is not accurate as it was more of a general mobile discussion than a discussion about a new mobile metric. This is how it rolls when it comes to panels and I'm sure you will get some value from the discussion below as I definitely learned a thing or two.
The panel consisted of the following people: Ashley Friedlein (E-consultancy & Moderator), Neil Bruce (Head of Mobile UK Mindshare), Matt King (Head of Mobile AOL incl. Techcrunch, AdaptTV), Richard Morris (MD Vizeum, part of Dentsu), Lindsay Wiles (The Weather Channel), Peter Dille (CMO Tapjoy)
What excites you the most?
Peter Dille (Tapjoy): The role of mobile apps in distribution. Gaming pioneered free to play and the rest of the content community is now paying attention to freemium mobile apps. $20 billion has been spent in mobile advertising in the USA which will double to $60 million in 2017. Brand advertising will rise. Mobile video, rich media and the vast proliferation of content on devices will change distribution.
Lindsay Wiles (The Weather Channel): Personalisation on mobile as the connecter between physical and digital worlds. We would like to deliver more personal services e.g. offering weather conditions if running outdoors to guide for best time of day
Richard Morris (Vizeum): Majority of mobile usage actually at home and in office which is around convenience, rise in mobile pay, voice recognition as a means for search navigation. Most excited by the prospect for removing friction between brand communication and commerce. Second exciting area is around mobile and insights which will revolutionise the industry. Location paths will really help us understand how people interact with brands and that will be a big opportunity.
Matt King (AOL): Data, insights and targeting is the most exciting area rather than silo'd conversations across single devices.
Richard Morris (Vizeum): Use of mobile in developing markets will have huge implications, and the increasing use of functionality of the device.
Measurability Challenge
Richard Morris (Vizeum): Deterministic versus probabilistic data set? Will see deterministic players ramping up with Facebook and Twitter.
Lindsay Wiles (The Weather Channel): Smox from MMA (Mobile Marketing Association. (Note: The program, called SMoX.me, will scientifically assess the interaction of mobile channels and platforms in relation to the broader marketing mix (TV, radio, magazines, Internet etc).
Peter Dille (Tapjoy): We have a lot of data on conversion so mid last year we purchased mobile analytics company allowing better tailoring advertising experience based on a better understanding of what consumers are doing in the app. Need to be personalised without being creepy.
Ashley Friedlein (E-consultancy): Attribution is still tricky.
What's the view on privacy and protecting the consumer?
Richard Morris (Vizeum): I don't think privacy talked about enough but need to start always with the consumer.
Peter Dille (Tapjoy): Capability like location gives extra ability e.g. "I see you in aisle 7 of Walmart, how about some cereal?" is too far and we are very wary about going too far to respect the PII data.
Lindsay Wiles (The Weather Channel): Nobody wants to be followed; we don't need demographic data so we just look at sales data.
What areas do you want to highlight?
Richard Morris (Vizeum): Google with Nest acquisition and connected car will allow more data possible, interested in what our clients are doing e.g. Unilever and The Weather Channel where ice cream and deodorant sales increase with hot weather/humidity resulting in an actual increase with actual shift in brand perception. Nike partnering with Shazam to use audio watermarking technology to delivery content to people in store while amplifying in store experience without the cliché of iBeacon.
Matt King (AOL): More exciting creative executions using the mobile accelerometer and other mobile functionalities e.g. Transformers 4 had full screen interstitial with video in middle and if you shake the phone the dinosaur breathes fire. This differentiates the mobile from the desktop. Motionlead uses Loo (?) technology with transparent layer on screen allowing you to tap through the creative to the app.
Richard Morris (Vizeum): Paid social advertising on mobile example with IKEA, FB and EE data. FB helped to define 2 sets of people with control and exposed group, 10% improvement in visitation and 32% or young adults using data sets
Lindsay Wiles (The Weather Channel): Weather channel done lots of work around native advertising e.g. TUI had tear-away screen with advert for best beaches on background of bad weather; there is technology which allows a change in ad depending on weather e.g. Heinz see a 3 pt. change in sales when weather drops and they show Get Well ads (in addition to the personalised can of soup when someone not well). Last week the IAB mobile council said its being embraced more by agencies.
Peter Dille (Tapjoy): Rethinking technology and offering disruptive solutions in advertising. User choice, what advertising appeals them value exchange e.g. Dodge, people watched a video and were then retargeted results in 61% increase in purchase consideration and Dodge only paying for completed views.
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