IAB Mobile Engage 2014: Improving Brands’ Mobile Strategies for Deeper Connections
IAB UK kicked off its fifth annual Mobile Engage conference in London yesterday with some attention-grabbing news. Results of a new study by the organisation revealed that “46 percent of the top 50 UK FMCG brands don’t have a mobile friendly site and 30 percent have no mobile presence whatsoever.”
This latest insight came off of the back of IAB’s full year 2013 adspend results last month, which announced that mobile had broken the £1bn barrier in the UK for the first time. With the FMCG sector being named as the largest spending advertiser category on mobile in those adspend results, the IAB’s latest study was carried out across the top 50 UK FMCG brands spending the most on advertising.
Despite these spend levels – which are hugely positive for the industry as it demonstrates an understanding of the importance of mobile to engage consumers – there’s clearly still a need for some education when it comes to mobile.
As well as discussion of brands’ mobile strategies, programmatic was also on the tip of many a tongue at Mobile Engage. It was widely agreed amongst those in attendance that it will likely be the dominant method of buying mobile display in the next year.
However, what really caught my attention at this year’s show was psychologist Dr Simon Hampton. Dr Hampton told the IAB Mobile Engage crowd that advertising on mobile devices should be considered by marketers as the equivalent of advertising in someone’s personal diary.
At Millennial Media we make it a point to encourage advertisers to form a deeper connection with their audiences. Mobile is a highly personal device, and advertisers must target consumers at the moments that matter most, through valuable real-time data such as location, age, gender, income and more – increasing relevancy for both consumers and the brands themselves.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.