San Francisco’s first Mobile Media Summit was a standing room only testament to the importance of mobile marketing. Four hundred plus mobile and advertising professionals packed themselves into the Julia Morgan Ballroom to hear from more than 25 agency leaders and some of the world’s biggest publishers. The ensuing discussion was a hotbed of insights that could help usher in the next wave of mobile marketing success.
As a proud sponsor of the event, we’re happy to share some of the top insights and takeaways.
Top 4 Call to Action from Agencies:
- Need: Tracking/Attribution
Panelists were not afraid to address tracking and privacy, and there seemed to be consensus: nobody wants to invade privacy, but they absolutely need accurate attribution for their mobile spend. Jeff Bernstein, EVP Global Managing Partner of Universal McCann said that marketers should “proceed with caution” and that brands will fail and face backlash if they break the unofficial mobile ad targeting contract between them and consumers.
Takeaway: Privacy friendly cross-screen and impression-through-conversion tracking exists on mobile, but the industry needs to do a better job of explaining it.
- Need: Beyond Banners
Quentin George, CIO of Mediabrands summed this up, saying, “mobile video is a once-in-a-lifetime opportunity.” This implied that non-banner mobile media is underutilized and that marketers ought to quickly take advantage of it. Several panelists proudly explained various video and rich media offerings that take advantage of the best of mobile and avoid some common pitfalls like slow loading or lagging performance.
Takeaway: Marketers should reach out to their mobile partners and start executing more advanced campaigns immediately.
- Need: Utility
Among other things, Jumptap’s own Chief Product Officer Adam Soroca highlighted the need for brands to offer utility to mobile consumers. Check out our blog post the covers this panel in depth!
- Need: Standards
One of the most popular topics was standards; for both tracking and creative. Differing opinions were heard on whether mobile requires its own metrics or just better definitions, and whether stricter creative standards will stifle innovation. The resounding conclusion: confusion still remains.
Takeaway: As standards continue to be determined, it’s best to stick to the IAB’s mobile best practices.
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