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 […]

 

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 […]

 

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 […]

 

‘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 […]