BBC Research: Mobile Is Best Device To Reach Affluent Consumers

By on 05/27/2014 6:03 AM @robertandrews

LONDON — Research commissioned by BBC Worldwide shows the top 20% highest earners are fully engaged and readily reachable by mobile advertisers.

“Senior executives – do they look at their mobile phones all the time? The answer is ‘yes’,” says Tom Bowman, VP Global Strategy & Sales Operations, BBC Worldwide.

“Amongst affluent consumers groups, the mobile device turns out to be the device which is strongest at changing position of brand favourability. If you had an absolutely brand new mobile device, you are twice as likely to be impacted than if you just had an old smartphone.”

On his way to the the Cannes Lions International Festival of Creativity, Bowman says: “The creative possibility of technology are getting better. There’s a whole lot of companies coming to Cannes to engage with agencies in a way they hadn’t before.”

We spoke with Stark as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks.  The series is sponsored by Videology.

Recent Videos
image
eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV ...

image
Retargeting is Huge on Mobile, Video is Next, Criteo’s Deichert

Ad retargeting has become known for serving users with ads for products they have already looked up on the Internet. So could the same work for video? Not yet, according to a man from one of the top display ad retargeting services. “To do a really quality job with video retargeting, you have to have ...

image
IAB’s Rothenberg: The Problem with Viewabilty is the Tech Vendors

While publishers and advertisers are essential in agreement over what constitutes a “viewable” digital advertisement, the technology for measuring ‘viewability” is a big problem, with multiple tech vendors coming with vastly different findings, says Randall Rothenberg, CEO of the IAB ...

image
Marketing Industry Chief: Ad Fraud Must be “Put to Its Death”

Speaking in blunt terms, Bob Liodice, President and CEO of the ANA,  the nation’s trade association for advertisers, says that his group has had enough and wants no part of criminal activity where dollars are being diverted in various ad fraud scenarios.   He says the industry needs to deal with this ...

image
Social Sharing Drives Video Ad Returns: Unruly’s Kosinski

Making your video ad shareable doesn’t just mean a wider audience – it increases its chances of stimulating real marketing outcomes, says Richard Kosinski, president of video measurement agency Unruly Media. That company produces the Viral Video Chart and tracks how videos are watched and ...

image
Innovid Rolls Out New Targeting Tools

Advertising tech platform Innovid is rolling out real-time synchronized ads this year, says CTO Tal Chalozin at the recent Beet.TV executive retreat. As it expands deeper into targeting technology, Innovid has begun working with Cisco to bring tools to second screen apps by targeting ads to relevant ...

image
Small TV Networks Allow Programmatic Buying By Magna Global Advertisers

The US TV business has moved another step closer to selling its advertising programmatically, with 15 small broadcast networks signing up to allow programmatic buying by clients of IPG Mediabrands’ Magna Global investment unit. Its data-driven ad targeting capabilities will be used by small networks ...

image
Teads Outperforms Competitors In Video Ads, Nielsen Commissioned Study

French video ad tech company Teads has lately been shouting about the performance of its ad format InRead, which inserts auto-playing video ads between text paragraphs on major publisher sites. Now it is using a study commissioned from Nielsen to claim it outperforms its competitive video ad format ...

image
Google’s AdX Bigger Than Global Stock Markets: Vanderzee

It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that. “The number of transactions now on the DoubleClick Ad Exchange, if you ...

Martin Sorrell - media rev thumbnail
Making the “Media Revolution:” IPG’s Roth, WPP’s Sorrell, AOL’s Armstrong...

The role of the media agency is dramatically changing with entrance of “biased” tech companies, says Michael I. Roth, CEO of Interpublic Group. He says the role of the unbiased, “agnostic”  media agency is more important than ever. Sir Martin Sorrell, CEO of WPP, says that there will ...

image
Audience Buying Ushers in Changes for Premium Publishers, SMG’s Delaney

Audience buying does not signal the end of premium publishing, but it is ushering in changing ways of doing business, says Mac Delaney, SVP of Programmatic at SMG Global, at the recent Beet.TV executive retreat.  Efficiencies, pricing, yield and CPMs are radically morphing, but publishers are still creating ...

image
Ad Sellers Not Equipped For Programmatic Fight: Adomik’s Shaevitz

PHOENIX — The rash of new ad tech platforms we have seen over the last couple of years is designed to wring greater efficiency, better targeting and lower costs out of ad buying. All of that appears to be stacked in favor of ad buyers, not ad sellers – so is the sell side disadvantaged in the ad ...

loader