By Kristin Ginty, Senior Events Marketing Specialist, Jumptap

Jumptap sponsored the MultiScreen Summit held in New York City this past week, and talk of the consumer shift to Cross-Screen behavior was heard ‘round the room. Jumptap CEO George Bell spoke on the “Committing to a MultiScreen Budget” panel alongside TapAd’s Are Traasdahl, Goldspot Media’s Srini Dharmaji, Undertone’s Anthony Iaffaldano and Mobiquity Networks’ Michael Trepeta. Moderator Michael Becker of the Mobile Marketing Association posed some interesting questions for panelists around brand connection, targeting and, obviously, budget. Here’s what the panel had to say.

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Jumptap Campaigns Using A Variety of Targeting Methods

By Matt Duffy, VP of Marketing, Jumptap

Many mobile ad networks, DSPs, or audience platforms leverage third-party data in some capacity. Most agency people I talk to are sick of hearing about data because they feel like “everyone has it, so what’s the big deal”. And they’re right – just having the data is no longer big deal. What is the big deal? It’s when mobile players can use data for more than just targeting at the zip-code level. If your mobile partner is only bringing third-party data-driven zip-level targeting, they’re like a bar that only serves Coors Light.

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As soon as you wake up, you grab your iPhone to check the forecast for the day. Later on, you power up the laptop and sneak a peek to see if those sneakers you’ve been eyeing have finally gone on sale. That evening, you curl up with your iPad trying for that triple digit move on Words with Friends while watching the latest episode of Mad Men on TV.

Does this sound familiar? 

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Cross-screen targeting is taking the advertising industry by storm. At Internet Week New York, Jumptap COO Frank Weishaupt joined Nicolle Pangis, President at Real Media Group; Yale Cohen, VP Digital & Magazine Activations at Zenith; and Rachel Veiga, Advertising Manager at H&M to discuss the concept of device schizophrenia – consumers jumping from screen to screen – and how advertisers can successfully reach their audiences across screens.

Check out a video of the full panel and snippet highlights below.

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By Ted McNulty, Director of Performance Ad Sales, Jumptap

So you’re making the leap into generating mobile leads. You have your landing page, your strategy and your budget, but how should you actually set up your campaign? Mobile is much different from online, so you can’t just ‘copy & paste’ from your online checklist. Instead, consider these three steps.

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By Ted McNulty, Director of Performance Ad Sales, Jumptap

Mobile offers many unique targeting options not available on the web. Each of these targeting options can have a big impact on generating mobile leads. Direct response marketers relying too heavily on their online learnings often miss out on the best of what mobile has to offer. Make sure you consider these tried and true best practices for generating mobile leads.

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By David Kahan, SVP of Legal Affairs and Chief Privacy Officer, Jumptap

Is your web site or app directed at children? Do you register users, ask for age and allow access by children under 13?  If so, effective July 1 you have some new legal obligations under the updated Children’s Online Privacy Protection Act (“COPPA”).

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By Nat Taylor, Digital Marketing Manager, Jumptap

Unification seemed to be the central theme of this year’s Mobile Media Upfront, held this past Monday in NYC. Right from the beginning, with Mondelez’s VP of Global Media and Consumer Engagement Bonin Bough, almost every discussion mentioned unifying campaigns and audiences across screens. Bough, who in 2012 made it a priority to allocate 10% of ad spend at Mondelez to mobile, kicked things off with the notion that “success = reach.” Then, with a series of questions, definitively proved that all of the attendees were frequent mobile users and therefore asserted that if campaigns aren’t mobile, they’re missing out on reach. Throughout the day, the rest of the 80+ speakers built on this point. We identified three central themes about unification.

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Make way for mobile! Next week marks the beginning of Internet Week and the Mobile Media Upfront – events that connect the biggest and brightest players in the mobile and advertising ecosystems. Check out panels from Jumptap execs throughout the week:

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