Yesterday Jumptap’s Chief Media and Revenue Officer, Todd Anderman, moderated the panel Mobilizing Mobile at PubMatic’s annual Ad Rev 5 conference held at the Time Warner Center in NYC. The panelists Michael Bayle, SVP & GM – Mobile, ESPN, Steven Rosenblatt, Chief Revenue Officer, Foursquare, Lon Otremba, Chief Executive Officer, Tylted, and Eric Litman, Chairman & CEO, Medialets spoke to the growth of the mobile industry (mobile is no longer the “red-headed stepchild” as President of PubMatic Kirk McDonald put it) as well as insights on the challenges mobile publishers are facing today.
Challenge: Mobile Web/App Content
With mobile consumption on the rise, content creation is key. ESPN’s Michael Bayle advises publishers to get content as quickly as possible, then work hard to get the same quality user experience as on TV (if applicable as in the case of ESPN) or web. Medialets’ Eric Litman said mobile is just hitting its scale and it’s is more about consumer content rather than about a device.
Challenge: Balancing the User Experience
Intrusive advertisements will alienate your audience. Instead, Tylted’s Lon Otremba recommends placing mobile advertisements at natural moments such as between levels during gameplay. Litman warns that if an ad is too integrated, it might get lost within the app, and publishers should find a balance between the interruption factor and the focus of the creative.
Challenge: Small Screen Environment
What is the optimal user experience? Bayle stressed the need to focus on what you can do on mobile that you cannot do in other media. Mobile is an opportunity do to something different and unique, going beyond the traditional banner. The screen size should not be seen as a limitation but rather an opportunity as it touts “touch, location and portability.”
Challenge: Diving into Data
Mobile allows for new and interesting data to be revealed. The challenge is making sense of the data available and figuring out the best way to utilize it. Foursquare’s Steven Rosenblatt believes it’s not only about sending the right message to the right user at the right time…but also in the right place. Otremba notes that the industry is facing the question of how to best mine the massive amounts of data, and extracting the meaningful bits will lead to a better user experience. In fact, he shared with the audience, “We’re never going to die of starvation; we’ll die of indigestion.”