Setting the Mobile Agenda for 2014 with the IAB UK
Programmatic and creative excellence are two of the hottest topics in mobile, and I was grateful to be invited to speak on both as part of two recent IAB UK seminars.
Last week, presenting as MMX together with AppNexus’ UK Country Manager Anna Tracey, we spoke on the topic of “Programme your mobile media plan” to an absolutely packed-out room at the IAB’s central London offices.
With attendees ranging from those already buying mobile ads programmatically, to brands only just beginning to contemplate the process, there was a real buzz, which made for a lively discussion.
Although there are undeniably similarities to programmatic buying in a full-serve environment, we talked on the important considerations from a mobile perspective. The big questions of the day centred on key issues of transparency, mobile RTB, rich mobile data and premium programmatic. Some of the best practices we shared on the day included:
- First and third-party data is paramount, but whilst advertisers will have lots of valuable data to help forecast programmatic delivery, they must also be aware that it’s not guaranteed.
- To help deliver campaigns, advertisers should consider a reliable and scalable technology partner who understands mobile and can help ensure they have a robust ability to ID users.
- Finally, advertisers should implement conversion tracking to ensure they are optimising their programmatic campaigns as they would direct buys.
The resounding takeaway for me, however, was that collaboration, clarity, and education in the programmatic landscape are paramount if the industry is to grow as expected.
This week, I was at it again – speaking at the IAB’s “New Year, New You” seminar about why marketers should resolve to make mobile the catalyst to creativity.
Creativity is front of mind for many a marketer, often with the question, “How best can I capture my customer’s interest?”
With no device that demands more attention, I talked about how brands and advertisers must leverage mobile’s unique capabilities – such as camera, microphone, and location – and consider the different ways in which devices are used, in order to deliver top class creative. I also shared some of our own best creatives of 2013 as practical examples to help inspire some of the audience, with further top tips reminding advertisers in the audience:
- When it comes to creative, advertisers need to leverage native mobile device utilities such as camera, voice, and vibrations to create creative experiences that ‘wow’ factor.
- Be mindful of how consumers want to use their devices to engage with your brand and support consumers’ ever-growing social nature by adding sharing features.
- We encourage you all to think more about mobile as its own entity, to dream up new ideas for what is arguably the most excitingly creative platform out there in 2014.
We’ve also been busy this week sharing best practices on “Mobile as the creative catalyst to integration” as part of the recently launched IAB UK Mobile Integration Whitepaper. Stuffed full of practical advice for advertisers and agencies on how to integrate mobile into marketing strategies, be sure to download your copy of the whitepaper and check out our contribution here.
More from Zac Pinkham
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.