IAB and dmexco joined forces for the second year in a row to lead the conversation on mobile marketing with a one-day event at Mobile World Congress, the world’s largest gathering for the mobile industry.
IAB brought together digital leaders on the cutting-edge of mobile advertising, including Sophie Blum, P&G; Andreas Gall, Red Bull Media House; Christina Miller, Cartoon Network; Christine Pantoya, NBA; Leonid Sudakov, Mars Petcare; Dr. Torsten Wingenter, Lufthansa Airlines; and many more. The event took a deep dive into surviving in a mobile-only marketplace with strategies from top marketers and publishers to connect with consumers in this digital-only world.
Each keynote speaker shared high-level insights, research findings, educational case studies and best practices on the emerging trends in mobile, including VR, AR, the connected home, tapping into AI for smarter marketing and more.
Top Takeaways for Marketers and Agencies
- With shortened attention spans, 15 seconds on mobile is a luxury, so marketers need to keep their messages simple in order to stand out.
- With streaming audio, brands can engage with consumers on a more emotional level.
- Success comes when we put consumers—not the tools, platforms, or technologies—at the center.
- Tectonic shifts in technology enable marketers to bring together the science (data) and the art (creative). To succeed, bring together multi-skilled, multi-disciplined people and partner with new players and most creative thinkers.
- Marketers and technologists must embrace open and innovative collaboration, rather than silos, between and among themselves to create the best experiences. Rather than create competition, it allows for learning on both sides.
- Digital and mobile consumers can provide an immediate feedback loop to what is—or isn’t—working. Data can be part of the story itself as well as a way of analyzing the story and the impact of the story.
- Data and science were previously seen in opposition to creativity. Today, there is a synergy between them that can gather data and inspire meaningful values for advertisers.
- Increasingly, media mixes are irrelevant. Much of what is changing the industry are technologies that are impacting the channels marketers use today.
- When it comes to new technology, such as AI and VR, experiment. Be open to sharing learnings with one another and just get started.
- Mobile opens up new possibilities of communicating with human beings as they change their consumption patterns.
- Machine learning is having a transformational impact on marketing and advertising industry. By embracing it, every CMO can address major business challenges, as well as make marketing smarter and more efficient, but the key is to start today or else be left behind.
Top Takeaways for Publishers
- To develop a successful mobile video strategy, create a balance that lets you combine “on the go,” a “lean forward” experience, and a “lean back” approach.
- Where content is served is of the utmost importance to make audiences and fans feel immersed in the brand. Content has to be organic, and publishers should not try to change consumer habits.
- Use audience information from all platforms and bring them together. The key is to be data-agnostic—use client data and match it to publishers’ data.
- Create content that will live on all platforms, and create experiences that can live everywhere.
- Bring content to where your audience is and make sure it’s connected; then it can be additive across platforms.
- Building diverse teams is important as a means to help the industry move forward in this new media world.
- Test the waters with regard to relationships between publishers and platforms. These are fluid relationships.
- In a mobile only world we need to find more and better ways to marry data and creative to please and delight our consumers.