VIEQUES, PR — Brands will become more service focused in mobile in the year ahead, says Travis Johnson, Global Head of Mobile, IPG Mediabrands in sharing his four big predictions for mobile. In addition, keep an eye out for these other key trends in mobile — voice controls, amplified TV, and ad avoidance, he tells Beet.TV at the recent executive retreat.

Look for brands to provide more personal services in mobile to help solve real-world problems, he explains. “How can a bank help people find the right home? What the good schools are? Or how can a brand in the CPG space help people cook better?”

In addition, he expects more interaction between the mobile phone and the big screen TV to link the two. Voice controls and conversational interfaces for brands to interact with consumers will play a bigger role in mobile shopping, he adds. Finally, ad avoidance is a key issue. “Think more about native formats. What environment you’re putting the ads in. What value they’re bringing to the content.”

This video was produced at the Beet.TV executive retreat presented by Videology.  You can find more videos from the session here.