Infinite Mobile Ads Demand Platform-Specific Creative: MEC’s Sobo

BARCELONA — All the world is a mobile screen – but that doesn’t mean mobile advertising can use a one-size-fits-all approach. That is according to one exec running mobile strategy within a media agency. “There’s so much mobile consumption, the inventory is potentially infinite in supply,” MEC Interaction mobile head Jide Sobo tells Beet.TV in […]

 

BoA’s Paskalis Has Three Key Questions For Mobile Ads

BARCELONA — Advertising via mobile phones may now be an established strategy – but it is an opportunity that still requires plenty of refinement. At Mobile World Congress, WPP CEO Sir Martin Sorrell told Beet.TV mobile technology still wasn’t attractive enough to make it a truly engaging ad medium, while P&G marketing VP Sophie Blum said […]

 

Time To Focus On Mobile Creative: Ansible’s Johnson

BARCELONA — Brands have had long enough to adapt to the reality of modern media – consumer are all over mobile. So why are so many getting it so wrong? When IPG’s mobile and technology agency Ansible worked with survey group YouGov to produce an index ranking brands’ effectiveness at mobile presentation, some of the figures shocked […]

 

Mobile Is Not A Channel: Publicis’ Shlachter On Ads

BARCELONA — That phone in your pocket? It doesn’t exist. Not literally, of course. But the last year has seen a big shift in the outlook for mobile, according to one ad agency exec who recently took charge of global innovation. Speaking with Beet.TV in this video interview at Mobile World Congress, Adam Shlachter, president at […]

 

Video’s Three Mobile Moments, According To Facebook’s Newlan

BARCELONA — Facebook doesn’t just sit back and let brands struggle with the tools it gives them for communication. It employs teams of creative heads to engage with agencies and brands, helping them produce optimum content to deploy through the network. The leader of one such team is Rob Newlan, Facebook creative shop EMEA director. Newlan has […]

 

One-To-One Mobile Engagement Challenges Traditional Ad Models: IAB’s Rothenberg

BARCELONA – Forget mobile first. It’s a mobile-only world providing challenges and opportunities for marketers and publishers as they embrace one-to-one consumer engagement, according to the President & CEO of the Internet Advertising Bureau. “It’s a completely different way of thinking about marketing,” Randall Rothenberg says in this interview with Beet.TV at the Mobile World […]

 

Brands And Tech Join Forces On Creative Canvas: P&G VP Blum

BARCELONA — Mobile phones have rebooted the marketing landscape – but brands can now exploit the new possibilities they offer. That is according to a marketing chief from one of the biggest brand groups in the world. “Mobile is not a device anymore – it’s a lifestyle shift,” says P&G EMEA marketing VP Sophie Blum, […]

 

Turner’s Speciale On App Partnerships, Honing In On Network Fans

BARCELONA – You never know where a client-specific initiative will lead in the mobile space. For Turner, a good example is its 2016 partnership with CA Technologies on the CNN Politics app. “That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas […]

 

Choice And Control Key To Reaching ‘Plurals’ Generation: CN’s Miller

BARCELONA – Being “multiplatform by design” affords Christina Miller a crystal ball view into the wants and desires of Generation Z, also known as the Plurals generation. “We were serving millennials 25 years ago,” recalls the President of Cartoon Network. So what’s the difference? While millennials were digital natives, Plurals are mobile natives with an […]

 

Red Bull’s Gall On The Perfect Formula For Branded Content

BARCELONA — Most people in the media and marketing industries know that Red Bull is amongst the most celebrated of pioneer companies when it comes to branded content. The soft drink brand creates and publishes about extreme sports activities around the world to amplify its tagline, “Red Bull gives you wings”, the most notorious of which was a skydive from […]

 

It’s Still Not The Year Of Mobile Advertising: WPP’s Sorrell

BARCELONA — Despite years of promise, mobile advertising has still not developed in to a full-fledged advertiser medium, because inadequate technology is causing advertisers to hold back on spending. That is according to the boss of the world’s largest ad agency holding group, WPP CEO Sir Martin Sorrell. Speaking with Beet.TV in this video interview at Mobile World Congress, […]

 

Turner’s Martin On Content, Distribution And The Potential Of An AT&T Matchup

BARCELONA – As Turner continues to reinvent itself from the inside out, its Chairman and CEO sees the media giant becoming a “fan engagement company” to better monetize content. In this interview with Beet.TV at the Mobile World Congress, John Martin discusses Turner’s ongoing investments in data-enabling technology, partnerships with new distribution players and the […]

 

App Audience Is Smaller But Better: CNN’s Wellen

BARCELONA — CNN relaunched its suite of mobile apps last week to cater to an audience that is smaller than the web but significantly more engaged, the man responsible explains. The organisation has rebooted its app line-up across phones, tablets and smartwatches, now including live and CNN Go on-demand video plus HLN streams for US users, as […]

 

WPP’s Sorrell Kicks Back At ‘Suicidal’, Shady Ad Deals

BARCELONA — The boss of the world’s largest ad agency holding group has come out fighting against back-handers and kick-backs that are rapidly becoming a stain on the advertising industry – and which could ultimately hurt it. “There are some things going on in the industry which are just unacceptable in my view, in terms of […]

 

‘Mobile Throughout’ Is New Planning, Activation Mantra: Starcom’s Donohue

BARCELONA – When it comes to overall advertising campaign planning and execution, “mobile first” should morph into “mobile throughout.” It’s the most effective way to engage with mobile device users along their entire consumer journey, says the Global Brand President of Starcom Worldwide. Lisa Donohue offers this observation as she attends the Mobile World Congress […]

 

Global Telcos Up The Ante On Advertising And Content: Havas’ Delport

BARCELONA – Having watched as Facebook and Google became “a real duopoly” in the mobile marketing space, telecommunications companies around the world are locked in an arms race to produce content and reap advertising revenue. “Telcos are just understanding that they sit on a huge data lake with first-party data that has incredible value, especially […]

 

VR’s Chicken-And-Egg Future For Marketers: GroupM’s Litman

Virtual reality could offer unprecedented immersion for brand audiences – if the technology becomes a genuine reality, according to an executive from one of the world’s biggest ad agency groups. Speaking with Beet.TV for this video interview, Eric Litman, who became GroupM’s worldwide mobile SVP last June after the group’s acquisition of Medialets, the mobile ad tech […]

 

Location Data Boosts Ad Effectiveness: Factual’s Jonas

BARCELONA — A clutch of ad-tech vendors, from placeIQ to Ubimo, is focused on bringing to mobile advertising an input that is obvious but often overlooked – consumers’ location. Another vendor, Factual, has already been in this game for a number of years, and in December took another big $35mn funding round to further its ambitions. […]

 

More Creative Formats Boost Mobile Performance: Light Reaction’s Dolan

BARCELONA — As mobile advertising booms, it’s likely much of the growth has come from the low-hanging fruit of desktop inventory, shovelled on to the small screen, and from standard mobile display banners. But mobile advertising can do much more, and one of WPP’s divisions is recommending advertisers take advantage. “There’s been a lot of […]

 

Light Reaction’s Markarian On Mobile Ad Considerations

BARCELONA — Mobile advertising was set to account for half of all US digital ad spending in 2015. Many of those ads may have been simply repurposed from other digital formats – but it’s important to consider how mobile is different from desktop. Rosa Markarian, VP of Global Business Operations for WPP’s mobile-focused Light Reaction performance […]

 
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