This year’s MediaPost Mobile Insider Summit brought together the industry’s biggest players to discuss the future of the medium and how to stay ahead of increasingly more active mobile consumers. Jumptap’s VP of Business Development Adam Towvim participated in a lively Bake-Off, presenting strategy for a fictional RFP. The panelists, who also included Julie Novack, SVP Mobile Solutions, Vibes Media and Stephanie Vautravers, Director of Mobile Sales, CNN, were first briefed by moderator Jordan Greene, Principal/Mobile Media, MellaMedia on the background of the fictional company and what it was looking to achieve in a mobile campaign.

Goals:

• Drive downloads of a new checkout app for a national coffee chain, Café Forte
• Drive foot traffic past 12:00 p.m. and increase return buyers throughout the day
• Increase trackable sales
• Stay true to the brand

Budget: $405K

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I had three screens going as I watched my Patriots lose the Super Bowl last night – HDTV, Samsung Galaxy Tab, and iPhone.  Many others across the country took in the game with a mobile device in hand, “Shazaming” commercials on their smartphone, tweeting at a record pace,  and, according to our graphic below, flooding mobile sports sites with traffic.

Data from the Jumptap network shows that traffic on our mobile sports channel took off after kickoff last night. This clear trend of multi-screen usage during sporting events, is one reason why ESPN is now calling mobile the “first screen.”

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Source: VentureBeat

In 2007, the industry labeled mobile as the ‘third screen,’ making it sound like a stepchild to TV and online. Fast forward five years and countless new capabilities later, and mobile is now establishing its place as the ‘first screen.’

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(Photo: DonkeyHotey)

Candidates aren’t the only ones using mobile for the primaries. Mobile users in South Carolina took to their phones in droves last Saturday – many to check the standing and results of the state’s primary election. We took a look at the Jumptap network traffic for the day, and saw significant spikes within the ‘News’ channel. As you can see in the graph below, there was a 40% increase in traffic between 10:00 and 10:30 p.m. as compared to an average day during that same timeframe. Closing in on the midnight hour, there was a 66% increase in traffic as compared to an average day. With the late evening announcement of the primary results, we can assume users were anxiously checking their smartphones for the news.

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