Mobile Panel Event Recap

212 NYC Mobile Panel

Mobile Advertising is a well-tread but unresolved conversation in the advertising industry. While you only need to look around to see that consumers spend all their time attached to their phone, we have yet to find a meaningful way to reach them on mobile.

addtext_com_mdywnje0nti5otkHere are a few stats anyway: 50% of mobile phone users use their device as their primary Internet source; 72% of tablet owners make online purchases each week and, most interestingly, 25% of smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to them. Clearly, an opportunity has presented itself.

At a 212NYC panel this week sponsored by Adtheorent, PHD Director of Connected Platforms Jesse Missad, Joule Co-President Michael Lieberman, and The Strategy Collective Co-Founder and Managing Partner Keenan Beasley discussed their vision for fixing mobile ads: better creative, bigger budgets, and building trust as a community.

When the dreaded topic of the “invasiveness” of mobile advertising came up, Missad argued that the space lacks much-needed checks and balances. “We need to be open and honest about data collection before you get called out,” he argued, “there will be a larger public backlash as this becomes more mainstream if we don’t get ahead of it.” For his part, Beasley felt this invasiveness could be prevented with better creative that is more sensitive to where consumers are in the funnel as well as real life. “The brand is held accountable for bad mobile marketing but it affects the whole industry,” Beasley advised, “you really need to spend big to reach a desirable person on mobile who can become a lifelong customer.”

What the panel did agree on is that there is still no real fix for mobile display ads. Lieberman summed it up when he said, “you can’t take digital assets, slap them on a mobile screen and call it a day.“ He also dismissed trying to take TV ads and turn it into a meaningful mobile experience, encouraging a more thoughtful approach: “Tailor your message. Why are they using that device at that time? What mindset are they in when the reach for their tablet? Their phone? Reusing a reformatted ad is just lazy.”

Missad argued that the most important conversation for the advertising industry as a whole was creating a common language and measurement for mobile to avoid excessive ad units. Big agencies are afraid to spend on mobile if they can’t measure it or don’t see results right away. Despite a sea change in mobile tech, money continues to flow to traditional outlets because they are what big agencies are comfortable with. “This year,” said Missad, “let’s put an emphasis on shifting and measuring that money.” Beasley suggested finding efficiencies in creative to shift from platform to platform since “mobile budgets aren’t growing fast enough.” He pointed out that even though TV is not as customizable as mobile, it still gets a bigger budget. “There’s a trust issue from brands,” he added, “and in Mobile and Digital to fix that, we need the right KPIs.” Beasley encouraged marketers to think big and connect the dots across platforms since no customer is using just one. “Every platform performs in the funnel journey, you can’t uncouple them. The ROI doesn’t work separately.”

No matter what platform you’re trying to reach consumers on – advertising is still advertising. And good advertising creates a feeling for consumers – an opportunity for them to bond with your brand. “People don’t talk about campaigns,” Lieberman stated, “they talk about experience.”

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Mobile Panel Event recap courtesy of NewsCred.