SMG’s Weinstein on Mobile: It’s Not About the Device; It’s the Behavior

13-03-01-01-56.jpg
By on 01/08/2013 4:09 PM @

LAS VEGAS — The growing mobile video and advertising business is vital for brands, but the best way to approach mobile is by looking at consumer behavior, says Lisa Weinstein, President of Global Digital, Data and Analytics at Starcom MediaVest Group, in an interview with Beet.TV’s Ashley Swartz at the Consumer Electronics Show.

Swartz chatted with the Starcom executive about the role CES plays for marketers, how to approach new venues and the best mindset for brands to have when venturing into mobile.

When it comes to mobility, brands will do best to devise strategies based on consumer behavior, rather than devices, Weinstein says. “When you think about consumer behavior, there are some interesting implications about how consumers are interacting with different experiences whether at retail or with friends through a personal device. The device is important because of the personalization, but the behavior it drives is a much deeper opportunity for how brands can intersect with consumers in new ways,” she tells us in this video interview. Consumer behavior runs the gamut from how consumers use their phones to shop or to play games.

Marketers shouldn’t expect to jump into new mediums without making mistakes. Adopt an attitude of learning and be prepared to “fail forward” at times, she says. For more insight into best practices for new mediums, check out this video interview.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is a regular contributor to Beet.TV

-Daisy Whitney

Editor’s Note:  This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group.

Recent Videos
image
E-commerce Huge Opportunity for Media Agencies, GroupM Chair Irwin Gotlieb

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The ...

image
Out-of-Home Perfect Fit For Vertical Video: GroupM’s Norman

CANNES — Social platforms have made some big announcements in recent weeks, with both Twitter’s Project Lightning and Snapchat’s 3v Advertising due to usher in auto-playing, full-screen videos. You might expect that vertically-oriented video would present a challenge to advertisers, who, ...

image
Omnicom And Partners Push Ads To Drive Commerce: Nelson

CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners. “We’re huge partners with ...

image
How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. ...

image
VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating

CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language. But one of the key execs in the space says he observers advertisers ...

image
Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short ...

image
Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of ...

image
Vivaki, Cadeon: How Ad Agencies Are Rebooting Their Programmatic Ops

CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies. But that is now changing, with a couple of big agency initiatives to reboot how their ...

image
Bloomberg Focused On Hiring For Digital Age: Caine

CANNES — The ongoing digital explosion is shaking up operations for publishers and broadcasters around the world, and that means recalibrating the skills you need in your team. What does that mean for one of the world’s biggest business information media companies? Asked by Mindshare NA Chief ...

image
Publicis’ Lévy Says, In Future, ‘Ideas Will Be King’

The whole of the communications business is being shaken up – and yet, one thing will remain exactly the same. “In 10 years time, as today, ideas will be king,” according to ad agency holding group Publicis’ CEO Maurice Lévy. Speaking with Beet.TV, he envisages a future industry in ...

image
Rubicon’s Stevens Sees Retailers Becoming Publishers

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he ...

image
Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and ...

loader