Mobile Marketers to Brands: Less Is More
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Marketers specializing in mobile no longer have to fight for scraps: mobile has become a part of client budgets. Now, it needs to get much better.
That was the consensus from the opening panel for a day-long industry conference, organized by IAB, Facebook and Nasdaq at the Mobile World Congress. Media executives offered common critiques of mobile ads — dull banner ads, shoddy creative and inadequate metrics. But they also suggested the format was shifting from interruptive ads to more contextual campaigns, such as those that incorporate data from connected devices — and that’s what they’d like to see more of.
“In our industry, we mistakenly think that every place is a place to put an ad,” Mike Parker, global chief digital officer, McCann Worldwide, said on stage. He mentioned messaging apps, which draw increasingly more consumer attention, as an example. “Not every place is a good place to connect. You need to understand the consumer journey.”
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