On Thursday, June 27th leaders in the mobile industry got together to discuss Brands & Mobile.
Participants included; Appssavvy: Peter Wang, SVP Product & Engineering / playAPI: Julie Fredrickson, CEO & Co-Founder / Exponential: Ken Nelson, VP Business Development / Splash: Benjamin Hindman, CEO / Fresh Digital Group: Doug Robinson, CEO / my6sense: Mark Coleman, SVP Sales / Joule: Mark Silber, Executive Creative Director / Funny Garbage: Kristin Ellington, COO / ResponsiveAds: Matt Snyder, CEO.
Here is a quick recap on the wild & woolly conversation:
- big disconnect between buyers and sellers in mobile
- mobile targeting is far more “targeted” than desktop
- hard to validate mobile as a separate channel from desktop
- mobile out performs desktop (with the same ads)
- where how and when shouldn’t be mobile first or desktop first (its demographic pendant)
- we don’t know what mobile is supposed to be or look like
- media buyers should know the mobile space
- kids respond to video clips and gaming (cartoon network) brand can create their own branded apps and games for kids
- we have to figure out how to do mobile ads (we figures out radio then tv then online…)
- Ideally, there should be 1 form of measurement across all platform and channels for ratings
- most media is accessed from multiple screens
- mobile opens up a whole new world feature wise (location, etc) vs tv and online
- no one has solved how to tell a story effectively on mobile
- mobile is become the device being used between context (must be used to continue engaging people)
- only micro transactions are happening on mobile…final conversion happens in store or on desktop
- mobile is the connection (or glue) between devices and more
- you should never say its just a mobile story
- mobile is a tool for utility, entertainment, social, etc… no other device in the past has been able to do that
- we will not change the users behavior…we can only figure out what it is
Click here to listen to the roundtable in its entirety.