Results tagged “IAB Mobile Center” from IABlog
- Human Error - The more manual steps needed to launch a campaign, the more room there is for errors to occur which may result in discrepancies. With new vendors and products plus the use of code based HTML5 creatives with many assets instead of a tidy flash file, the mobile marketplace isn’t as automated as the desktop marketplace.
- Ad Serving Sequencing - Just like with desktop campaigns there are often multiple parties tracking a single campaign. Typically all of the ad calls don’t fire at once, even if they are all tracking the same thing. Latency and short session time common in mobile make the difference in ad calls a more significant variable than on desktop.
- Reporting - Every vendor has their secret sauce to differentiate themselves in the marketplace. Sometimes it has to do with the metrics they measure or how they validate traffic. As the mobile marketplace matures reporting offerings will be become more consistent, but until then it is important to make sure you are comparing the same things across reports.
- Targeting - Similar to reporting targeting offerings will differ in their features and capabilities. While this is true for desktop targeting as well there is more variability in mobile such as multiple ways to identify location.
Mobile is often referred to as the
Wild Wild West of digital media. Well, the West didn’t stay “wild”
forever, and neither can the mobile marketplace. It is one of the roles of the
IAB to help tame this new frontier. Discrepancies, differences in the count of
metrics like impressions or interactions between two parties, are one of the
major challenges that make mobile seem lawless today. While discrepancies
aren’t unique to mobile campaigns, some of the challenges with investigating
and solving them are.
To dig further into this issue, the IAB Mobile Marketing Center of Excellence hosted a mobile discrepancy working session on February 5th here at the IAB Ad Lab. We brought participants from each part of the mobile supply chain together to talk through mobile discrepancies with the objective of identifying where they are occurring, why, and potentially avenues where the IAB can help the industry. Having a collaborative mix of different perspectives all together in one room fostered knowledge sharing and brought to light new insights.
From a combination of breakout sessions and group conversations we learned that while the troubleshooting process and even some of the root causes of mobile discrepancies are pretty similar to display campaigns on the web, new technology drives some differences. This includes new technology from within the advertising industry as well the innovation taking place in the marketplace.
The new ad specific technology of mobile is an area where the IAB can help. New mobile-focused ad products result in differences in how metrics are counted, reported and even terminology is defined. Like in the early days of web advertising, this is a clear place where the IAB along with our members can help by developing definitions and guidelines. We have already started this with initiatives like MRAID, Mobile Web Measurement Guidelines and the Mobile Phone Creative Guidelines.
Addressing marketplace technology, the fragmentation of devices, operations systems, screen sizes etc., is a bit more challenging. Not only does this create a challenge for developing ad creatives and testing them on devices, but also targeting and even traffic validation, especially for campaigns running across platforms. While some of these variables are beyond the advertising industry’s control, education and best practices can help reduce the friction they cause.
Now that we have clearer understanding of the many factors causing mobile discrepancies we can buckle down, roll up our sleeves, and work together to reduce them and grow trust in the mobile platform. This will take time and involvement from all parties in the digital advertising ecosystem, but based on the enthusiasm of everyone who attended the working session it is clear this is something the industry needs and is ready to do. After all, the West wasn’t settled in one afternoon.
Senior Manager, IAB Mobile Marketing Center of Excellence
Sabrina Alimi is the Senior Marketing Manager of the IAB Mobile Marketing Center of Excellence, where she has a focus on ad operations and key mobile initiatives such as HTML best practices, mobile creative guidelines, discrepancies, and the future of the cookie. In addition, Sabrina leads the IAB’s Local Committee, exploring the opportunities that the use of location unlocks for mobile advertising. Prior to the IAB, Sabrina worked at Microsoft Advertising on the Atlas Media Console where she became a product expert providing technical support to clients and managing bug escalations. She can be reached on Twitter @SabrinaAlimi.
Touch screens, high-speed data connections, GPS, and accelerometers; the ability to stream video, play games, buy stuff, take photos, and connect with friends through text, social networking, and the classic phone call; a tool for engaging consumers wherever they happen to be. Mobile devices are alive with capabilities. All too often, however, mobile marketing doesn’t take full advantage of this abundance. Not enough people know how to produce powerful brand experiences with the small screen and mobile setting just yet.
That’s why I was absolutely thrilled with the presence of mobile marketing at the 2012 Cannes Lions International Advertising Festival of Creativity. For anyone curious about producing vibrant and effective mobile campaigns, the big two mobile firsts at the 59th year of the annual event—the first-ever mobile awards category and the first-ever all-day forum dedicated to creativity in mobile advertising moderated by our own Randall Rothenberg, President and CEO, IAB—provided valuable instruction and inspiration.
At the last session of the historic IAB forum, “Secrets of the Mobile Superstars”, Thomas Fellger, founding partner and CEO at iconmobile, demonstrated how mobile can be used, not just for advertising, but also for innovative types of marketing by showcasing the breakthrough MINI Connected app. Car owners, after downloading the app and plugging their devices into equipped MINIs, can gain access to features like a navigation system, thousands of online radio stations, the ability to scan and post to Facebook, and a dynamic music system that creates an audio experience based on the characteristics of the drive itself. The MINI Connected app literally changes the experience of using the car, building brand loyalty in the process. Also from the stage, Per Holmkvist, Founder and Senior Advisor at Mobiento, told the audience it’s time to move past why mobile and to focus instead on how mobile, and to use apps only to “superserve” consumers. Colleen DeCourcy, CEO and founder of Socalistic, advised marketers to think of mobile as an extension of their brand and product line, to obsess over the nuances of behavior and interaction, and to make mobile the enabler within a larger ecosystem.
At another session, MEC Global highlighted the important notion of mobile first, which means embracing mobile at the very outset of campaign development in order to build out from it and deeply incorporate its capabilities into multi-channel initiatives. The Cannes Gold Mobile Lion winner in the category “Use of Multiple Screens or Networked Mobile Technology,” illustrated the enormous advantages of this type of extensive mobile integration. For the Super Bowl this year, Chevrolet and Goodby Silverstein & Partners designed the Chevy Game Time app to give viewers an incentive to watch the Chevy commercials very closely and to interact with the brand throughout the game. Here’s how it worked: Super Bowl viewers, who were also app users, would answer trivia questions about the brand’s ads during the game—and in return, they’d receive a unique license plate number. If they saw their plate number in a later ad, they had won a car. With a game-inspired app, a car as an incentive to play, and real-time association with content, the brand interacted with 700,000 users.
Cannes attendees were brimming with thoughtful optimism about mobile, and I viewed so many eye-opening examples of best-in-class mobile marketing, I returned to the IAB headquarters even more excited for the IAB Mobile Marketplace event on July 16 and assured that we are doing the right thing by expanding the MIXX Award categories to include both “Mobile Ad” and “Mobile Brand Destination Site.” There’s a demand to see great work; there is ample great work to celebrate and showcase; and there’s no better way to learn what you can do with mobile, than observing what great work others have done.
About the Author
Anna Bager is Vice President and General Manager of the Mobile Marketing Center of Excellence at the IAB, and was named as one of the top 20 Most Powerful Women in Mobile Advertising by Business Insider. You can tweet her @AnnaBager.
Another great Mobile World Congress has come to an end and as always it was even greater and more spectacular than last year. As interesting as the event was, it was challenging to really grasp MWC 2012 as a whole because of the size and mass of things going on at the same time.
Brands, agencies, technology and operators seemed to be well represented in MWC attendance. While this clearly proves the greatness of mobile right now, it also highlights the problems an event like this faces when it no longer is “just for the tech folks”; there are so many cool things going on and so much networking it becomes almost overwhelming. The top things that stood out to me were:
- Less focus on technology and more on features or utility, such as M-Commerce, M-Wallet and Mobile banking. This represents huge opportunities globally—people want their mobile experience to reflect their lives and provide functionality, not just be a cool device. Mobile is no longer just about mobile. It is about media consumption and communication across several devices and platforms, and a tie-in to the way people live their lives across multiple screens.
- Regulation was also a continuously recurring topic of discussion. It is clear that the industry needs to show responsibility and start paying even more attention to regulators in order to continue growing, something the IAB Public Policy office in Washington, D.C. is closely working on.
- Advertising and monetization of mobile. While that theme was around last year, in 2012 this was actually a conference track. I led a panel in this track, “Mobile Advertising: The Mobile Advertising Ecosystem - Making It Work”, with a fantastic lineup: Google, Huawei, Telenor, Adidas and Initiative. The key takeaway was that the main things we all need to do to drive this forward are: Education, Education and Education and then Evangelization.
- 1% women max. Even though the event is getting broader it is somewhat sad to see that it is still hugely male dominated. Especially with the focus on mobile naturally integrated into people’s lives, busy female professionals and the strength of mobile moms are an incredibly powerful demographic opportunity for advertisers to capture.
- The Samsung Galaxy Beam projector smartphone. Everyone seemed to talk about this device. It’s fascinating to think about how phones and tablets with projectors can even further change media consumption. Check out MobileBurn.com’s video demo of it here.
Most importantly MWC 2012 was a great party, truly global, friendly, massive and totally worth it. See you at next year’s!
About the Author