CHICAGO — Mobile attracts different consumers in a different mindset than traditional digital media. So how can agencies get out of the “shovelware” mindset and give mobile users something more likely to yield results?

A Beet.TV panel discussion heard executives’ answers:

  • Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a point-of-sale vehicle if we choose to… in-store, on the car lot… If we think about it differently, it can play different roles for us.”
  • SMG publishing platforms and partnerships VP Lindsay Lichtenberg: “There is a creative challenge – where is the user consuming the content? There needs to be a creative consideration, more so.”
  • DigitasLBi social content director Mark Book: “If you’re at home on your tablet, you can engage with more lengthy content. If you’re on the go … you’re probably in a more active state of mind and have less time to consume video.”
  • Havas programmatic media director Stephanie Mustari: The biggest piece that I think is important with mobile is to approach it differently – it is a cookie-less environment … using universally-identified pieces of information to target users across device so we can take addressability and apply it to the mobile space.”

They were interviewed by Elaine Boxer, director of industry initiatives at the IAB, last month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.