Results tagged “Mobile marketing” from IABlog

I’ve been thinking a lot about the global impact of the mobile media revolution lately. Advertising Week brings with it IAB’s annual Global Summit, a gathering of representatives from IAB branches worldwide. In conjunction with that event we have published our third annual anthology of IAB mobile perspectives, The State of the Mobile World.

For 2013, IABs in 30 countries participated—more than double our previous editions, providing a truly global view.  Where our Global Mobile Ad Revenue study provides the cold-hard-cash point of view on the mobile regionally and globally, State of the Mobile World offers a more nuanced, qualitative picture.

And what is the state of the mobile world? Well, growing—the participation of more and more IAB’s in our anthology project underscores how important mobile is becoming across national and regional divides. But beyond overall growth, mobile is very diverse from country to country, and depends on whether the dominant mobile technologies are feature phones or smartphones, and slower data speeds or mobile broadband. Below are a few common themes that I discern.

  • Marketers are playing catch-up. Whatever the state of mobile itself in a given country, in every market it feels like consumers lead the way, media companies are doing their best to follow, and agencies and brands, on average, tend to lag a bit, puzzled by mobile or unsure how to respond to the shift of the digital audience to phones and tablets.
  • Location gets people excited. Regardless of the phase or state of mobile adoption, location is the universal unique selling point of mobile. It’s the thing that piques marketers’ interest, and first sparks creative thinking about mobile’s possibilities as a distinct medium.
  • Video is coming up fast. Many participating IABs also cited video as a major mobile opportunity. This makes perfect sense, since video content is abundant and, assuming networks can handle it, an attractive content type for mobile consumers.
  • Improving creative is our common task. In terms of industry challenges, better ad formats was very common, and clearly a place where the global network of IABs needs to focus our efforts over the next 12 months. Building future-proof mobile creative is a huge challenge, but collaboratively the IABs are poised to meet this challenge in the coming year.

We hope the IAB State of the Mobile World provides a useful reference for anyone looking to learn more about mobile’s evolution across countries and continents.


About the Author

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Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 

Make Mobile Work continues with Design with Device in Mind

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On Tuesday, May 13th IAB’s Mobile Marketing Center of Excellence hosted our second Make Mobile Work webinar of the four-part series. Devoted to cross-screen creative and “Designing with Device in Mind” we had a great discussion with insights from Xaxis, Doubleclick and Tremor Video. View the full webinar, download the slides and sign up for future webinars here.

As we continue our call to help marketers navigate mobile and cross-screen opportunities - we’ve invited Time, Inc. to share some additional studies of brands successfully connecting with their always-on, device-agnostic, digital consumers. Additionally, be sure to check out the Mobile Center’s new launched creative and case study showcases page where you can see examples of HTML5 mobile and tablet creative as well as cross-screen case studies from our members.

The Driven Campaign 
A Time Inc. Digital Experience 
Coming from a publisher’s point of view there are several important factors when addressing cross-screen capabilities for our sites and ad campaigns.  With upwards of 50% of our digital audience visiting us from mobile devices, and growing, it makes cross-screen strategies an imperative from both the user experience and business operations point of view. Today Time Inc. has 21 Tablet Magazines, 25 Mobile & Tablet Apps, and 19 Mobile Websites  ̶  many of which are going through responsive design reboots. 

For this post I’m going to focus on a specific campaign we created for Land Rover that was powered by our Watercooler LIVE content marketing platform. The platform comprises several unique products and capabilities that come together like Voltron to help marketers win the battle for attention and engage with audiences across devices.  

In the demos below you can see the Land Rover - “Driven” campaign as it renders for users across multiple environments. Time Inc. curated the “Driven” campaign content from paid, owned, and earned media channels into a responsive site that was iFramed into landroverusa.com/driven. We also put a re-direct on that domain pointing to a standalone site for users coming from mobile devices in order to ensure an ideal user experience for every device.  

This is how visits were divided by screen:
  • 66% Desktop
  • 12% Tablet
  • 20% Smart Phone
The HTML5 responsive site worked seamlessly across screens and was also engineered to provide dynamic content to its accompanying Time Amplify ad units. All of our products are designed to increase both reach and engagement by allowing advertisers to take context (Time Inc. content) to go.  Through our data assets and platform connections, we were able to run these units both on and off of the Time Inc. network, finding our audience at the right place, at the right time, and on the right device. As part of this campaign, we also created a custom unit to roadblock sponsored editorial content and provide users with another opportunity to engage with the “Driven” campaign as a 100% opt-in experience. The video below showcases the Time Amplify units that dynamically pair Sports Illustrated content to the “Driven” campaign elements. 
Using MOAT analytics to measure in-view and interaction across all screens, we delivered the equivalent of over 10 years of measured in-view time across desktop, mobile and tablet in a two-month period. As you can see, the “Driven” campaign really benefited from us taking device into consideration from the outset. The campaign garnered an average engagement rate north of 7% and Average Time Spent across all elements of the campaign of nearly a minute. Great results across the board.

Here are a few tips for marketers wondering where to get started for a winning cross-screen strategy of their own. Developing for cross-screen has never been easier:
  • Start with the basics - Campaign objectives, creative brief, brand guidelines
  • Tailor your objectives to fit each screen—While you can leverage desktop assets across screens you should be mindful of screen size, bandwidth, and device-specific user behavior
  • Leverage platforms and tools to develop/experiment in faster cycles
  • Chart your users’ journey and create meaningful touch points using the screen and technology that’s most appropriate
  • Measure the metrics that matter for each screen and look at campaign results both holistically and in detail A/B test, measure, analyze, improve, and repeat
  • Always identify what could be done better and incorporate that learning into the next campaign

At Time Inc., we strive to leverage large, impactful, flexible, and standardized canvases — including the IAB rising stars — by painting them with dynamic, content-driven ad experiences that feel authentic to consumers and drive engagement and results for marketers. Make sure your partners are equally committed to approaching cross-screen in a way that resonates with your customers. 


About the Authors


headshot.jpgBelinda J. Smith

Belinda J. Smith is Senior Manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau



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Sam Mansour

Sam Mansour is Director of Digital Ad Product Experience at Time Inc


The IAB’s standardized interfaces for rich ads—Video Suite (VAST, VPAID and VMAP), MRAID, and SafeFrame—are among our most important contributions to enabling engaging, dynamic advertising to scale.  In three different ad environments, these technical specifications standardize communication between the ad creative and the systems that host the content. In a video player, the player must be able to understand and process the ad’s requests to operate smoothly (VPAID). For mobile in-app ads, the mobile app must be programmed to recognize the ad’s requests (MRAID). In a webpage where the ad runs in an iframe, a line of communication is needed between the page and the iframe (SafeFrame).

The three specifications IAB and our members have developed to standardize these communications have significantly reduced the friction associated with buying and selling advertising in web, mobile, and video environments. 

However, there’s a challenge.  Each of the three IAB specs was designed for a distinct scenario, and we live in a world where those scenarios are increasingly blurring together.  Companies are increasingly dealing with the convergence of these standards, asking questions like: 

  • How can VPAID and MRAID best be used together? 
  • While MRAID was developed for in-app experiences, what about browser-based apps? 
  • Should SafeFrame be the sole solution for browser-based experiences?

To formulate a game plan for addressing this convergence, IAB assembled leaders from each of the three standards efforts, along with relevant IAB staff, to publish a perspective on the challenges of bringing these standards into harmony with one another.  This document includes an overview of the specifications, the challenges we’re hearing about from the industry, and an overview of next steps IAB intends to take.  Over the long-term, there’s no question that we should place VPAID, SafeFrame, and MRAID on a convergence path.  But that’s necessarily going to be a lengthy process.  

In the short and medium term, we are talking with industry representatives about how to formulate best practices for working effectively with these specs, notably combining VPAID and MRAID, and other best practices as industry need warrants.  We encourage interested members to get involved as we make sure MRAID, VPAID, and SafeFrame stay relevant and valuable in a rapidly evolving—and converging—digital advertising world. 


About the Author

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Joe Laszlo

Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.

 


In case you haven’t heard - we here at the IAB’s Mobile Marketing Center of Excellence are on the charge to Make Mobile Work this year. Based on our research last year around marketer perceptions of mobile and roadblocks to broader adoption of mobile advertising we’re setting out to show brands and agencies how to overcome these issues (both real and perceived) and start engaging with audiences on all of their devices. 

Our first webinar took place last Tuesday, March 18 and was all about discovering the power of HTML5 to create superior mobile ad creative. More than 150 marketers, agency buyers and publishers joined in to hear the IAB, AOL and Google discuss the importance of mobile advertising and steps to get started using HTML5. The webinar showed the power of HTML5, increased engagement of these ads and a walk through of how one brand started down the path to adjust from a Flash-only strategy. You can view the webinar and accompanying materials here as well as explore upcoming sessions on Make Mobile Work.

To keep the conversation going, Mollie Spilman, EVP Global Sales & Operations at Millennial Media, one of the original signatories of our Open Letter to Marketers, shared the following findings:

Millennial Media HTML5 Report
Through the use of rich media, agencies and brands are creating clear, meaningful experiences for their audiences. They’re going beyond the banner to leverage unique features such as gamification, swipe galleries, voice recognition, video, and more - and seeing the benefits in spades. 

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In our latest Millennial Media S.M.A.R.T., we report on the impact rich media and video ads have on click-through rate (CTR) vs. standard banners. Automotive rich media and video ads, for example, saw an average of 3.5 times the CTR of standard banners. We’ve found that automotive advertisers often use video in their campaigns to show in-action driving, or dynamic ads that allow a consumer to swipe through different vehicle models or colors. Rich media and video ads run by education advertisers also saw 3.5 times greater CTR than standard banners. These brands incorporate animation, short quizzes, and video to get consumers thinking about their learning needs and resulting careers. Similarly, consumer goods’ rich media and video ads saw an average of 2.6 times the CTR compared to standard banner ads. Consumer goods advertisers tend to use video and interactive games to drive brand awareness.

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EY (Formerly Ernst & Young) is one company taking its brand awareness to the next level through rich media. In an effort to stay top of mind for - and appeal to - business and accounting majors interested in post-grad entry level positions, EY tapped Millennial Media and Mediahub/Mullen to craft an interactive, highly-targeted campaign. The creative teams collaborated on a strategy to take the main pillar of EY’s campaign, “Amazing from every angle,” and turn the messaging into an engaging experience that allowed mobile users to choose from a selection of origami figures and create them virtually through their smartphones’ touch screen. To ensure the creative reached the most relevant audience, Millennial Media also added deployed geo-location targeting capabilities to pinpoint, within two miles, the 57 pre-selected university campuses.
Rich media capabilities will continue to evolve as mobile devices evolve - but don’t wait! Creative teams are pushing the limits of mobile, much to the benefit and satisfaction of advertisers and consumers. 




About the Authors


sp_smith_belinda_100x134.jpgBelinda J. Smith

Belinda J. Smith is Senior Manager of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau



Mollie Spilman_Millennial Media.jpgMollie Spilman

Mollie Spilman is EVP of Global Sales & Operations at Millennial Media



Mobile Discrepancies: Not as scary as you might think

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Discrepancies are one of the biggest headaches in the digital advertising ecosystem, but they are also something everyone deals with. As the industry has matured, standards have been created and adopted, vendor offerings and tracking have become more consistent, the internet has become faster and more stable and as a result the difference between two parties’ counts has decreased to an acceptable percentage (most of the time). Then, new technology is introduced that stirs the water and discrepancy percentages can become all over the place again. The mobile ecosystem has introduced an array of devices, operation systems and versions, applications and even new behaviors to the mix. Not to mention the inconsistency of a user’s connection when moving around in the physical world.  

All these new variables can be quite intimidating. How would you ever know where to start investigating a mobile discrepancy? Luckily it is not as scary as it sounds.  While it is true there are additional variables to take into consideration, the most common root causes still boil down to the same ones the industry has experienced for years with desktop campaigns: human error, when ad calls are made in the ad serving sequence, and differences in vendors reporting and targeting offerings. 

  • 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. 
IAB Mobile Marketing Center of Excellence’s new document Mobile Discrepancies: Exploring common root causes gives more detailed explanations of common discrepancy causes for mobile campaigns. Providing ample time to test and QA campaigns before launch is the most important thing you can do to avoid large discrepancies. It is important to not just test that the creative works, but also confirm all parties are tracking the same thing, especially when working with new partners. If not, it doesn’t matter what device you are running the campaign on, you are comparing apples to oranges. When these differences are discovered it is important to share that knowledge and work together to solve the problem. The more discrepancies causes are understood, the more they can be avoided fostering more trust in the mobile marketplace. 

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About the Author
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Sabrina Alimi

Sabrina Alimi is the Senior Marketing Manager of the IAB Mobile Marketing Center of Excellence, where she has a focus on mobile 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.

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For marketers just getting their feet wet in mobile, it can be hard to understand return on investment. At the macro level, spending on mobile advertising is booming (new research from IAB and IAB Europe pegs mobile ad revenue at $8.9 Billion USD worldwide in 2012). However, an overly narrow view risks undervaluing the benefits that mobile advertising brings. That’s why we are pleased to unveil the newest IAB Mobile Center web tool: Mobile Value.

Mobile Value enables a holistic view of the multi-channel impact of mobile advertising.  Our calculator consists of a series of simple, fill-in-the-blank web-based forms that invite marketers to input basic data from a recent (or ongoing) campaign—no names or details needed. 

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The Mobile Value tool incorporates five key mobile value-drivers:

  • Calls
  • App downloads
  • Cross device purchases
  • Mobile site visits
  • In-store sales

Of course, not all of these will apply to all campaigns or all marketers, but completing a full circuit of the tool’s components results in a calculation that demonstrates, in dollars and cents, the value a marketer derives from its mobile ad investment.

Complementing each component is a set of measurement tips to help a marketer find (or estimate) the data they need, along with case studies that drive home how each of these components contributes to the total return from mobile advertising.

We’d like to thank our friends at Google for their help creating this tool, and we hope that marketers find it a useful compass as they navigate mobile’s waters!

About the Author 

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Joe Laszlo


Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.

A room full of top mobile thought leaders gathered at the 5th annual IAB Mobile Marketplace yesterday. The IAB Mobile Marketing of Excellence was honored to lead the full day of keynote speakers, workshops, and town hall discussions on leveraging opportunities in mobile marketing. The time to act on those opportunities is now.

Inspired by an awesome event, I put together a list of 10 tweets from the event highlighting the power of mobile. Don’t hesitate to retweet them out!

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About the Author

Anna Bager


Anna Bager

Anna Bager is Vice President and General Manager of the Mobile Marketing Center of Excellence at the IAB. You can tweet her @AnnaBager.

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The IAB Rising Stars: Study Findings and Industry Recommendations

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The introduction of the new IAB Rising Stars (RS) - Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider - in 2011 ushered in a new era in standard, brand-building display units. The larger, interactive palettes are an ideal vehicle for digital brand advertising at scale.

 

On the occasion of their two-year anniversary, Undertone surveyed its clients - brands and agencies - as well as publisher partners on key questions reltaed to awareness, sentiment, challenges and metrics. Our goal was to both gain a better understanding as well as create some actionable next steps for the industry to drive adoption of RS.

Key findings:

RS have high awareness with agencies: Over two thirds (69%) of agency respondents were aware of RS compared with 31% on the brand side.

Agency optimism is high: And of those agencies that were familiar with RS, 73% stated that they were either somewhat or very likely to use them again in 2013.

RS drive results: only 2% of agency respondents who ran RS campaigns in 2012 plan to decrease spend on the units in 2013. And performance was the highest ranked evaluation criteria for both brands and agencies.

There are common barriers to entry: for agencies with larger budgets ($10 million and above), concerns over distribution were the key barrier to entry. For agencies with smaller budgets, cost was a factor. For publishers, site design issues and concerns over demand were key issues.

Pushdown and Billboard are the stars amongst Stars: Pushdown was far and away the most adopted format by agencies, brands and publishers in 2012. Billboard was second.

What does this mean?

While RS are off to a great start, there are two clear takeaways for all of us in the industry who believe in their ability to drive value for brands:

Focus on education: publishers, vendors and agencies should spend time educating brands on RS and their value. In addition, more work should be done to understand which units are appropriate for different campaign goals.

Eliminate the gaps: there is a catch-22 situation happening with RS on the buy- and sell-side. Larger agencies are concerned about their ability to gain distribution, while publishers are concerned about lack of demand (and thus hesitant to do the needed website development to accept RS). More prevalence in agency RFPs could give the sell-side the confidence they need.

At the 2013 IAB Annual Leadership Meeting, Randall Rothenberg asked all in attendance to commit to supporting digital brand advertising. IAB Rising Stars are a fantastic place to start. For the full IAB Rising Stars Study, please go to http://www.undertone.com/risingstars/.

About the Author
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Eric Franchi



Eric Franchi is a Co-Founder of Undertone. He is responsible for the company’s thought leadership and media relations. He can be reached on Twitter @EricFranchi

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Understanding Mobile Discrepancies and the Technology Frontier

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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.

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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.


 About the Author

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Sabrina Alimi

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.

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Responding to the innovation boom and an increased focus on the burgeoning mobile revolution, the international IAB MIXX Awards has expanded its mobile categories this year. IAB President & CEO Randall Rothenberg explained how mobile is changing the industry in an Adweek interview earlier this year. “There is an unusual intimacy with mobile—literally a physical intimacy. You’re holding, swiping, pinching ads and content. That represents a real change in user experience and content and advertising. That requires rethinking,” he explained.

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In advance of the judging for the MIXX Awards, we asked the judges to share insights on how mobile marketing has developed over the last year.

1. Mobile Integration Across Platforms
It takes a period of experimentation to discover any medium’s true capabilities. Agencies and brands alike are finally discovering how versatile mobile can be as a marketing vehicle. Alberto Ferrer (@albertoferrer), Managing Partner, Marketing and Operations at The Vidal Partnership, says he “particularly likes the integration of mobile with other channels−controlling an experience on your computer via your mobile phone, interacting with a video or TV campaign via your phone.” MIXX Awards judges Lincoln Bjorkman, Executive Vice President and Chief Creative Officer, North America, Digitas (@viabjorkman), and Lori Senecal, Chairman and Chief Executive Officer, kirshenbaum bond senecal (@digitalori), mentioned campaigns such as AMEX Sync with Twitter, which integrates mobile and social, and BMW’s Evolve app, which expands the product experience of an electric car for consumers as good examples of work that’s out there. Work like this proves that mobile can be successfully integrated with other platforms and unify a campaign.

2. Branded Mobile Apps
MIXX Awards judge Alan Schulman, Vice President, Chief Creative Officer, of SapientNitro NY (@DIGschulman), is particularly interested in the growth of mobile applications that “bring brand messaging and transaction together in 4- 5 simple steps. This is the real opportunity—to bring brand messaging, service platforms, and CRM together in a simple seamless way that yields business results.” Andreas Combuechen, Chairman, Chief Executive Officer, Chief Creative Officer of Atmosphere Proximity, mentioned the Nike Golf 360 app, which brings together golf techniques and Nike attire, as an example of “mobile experiences that are being developed to deliver sales instead of just buzz.” Branded Mobile Apps is also one of the new mobile categories for this year’s MIXX Awards.

3. The Future of Mobile
We sensed an energy of excitement when we discussed what might be ahead for mobile with our MIXX Awards judges. Benjamin Palmer (@bnjmn), Co-Founder and Chief Executive Officer of The Barbarian Group, feels that mobile is “actually where the most movement is. We’re in the very early stages of figuring out how we as marketers can do something that’s effective for the brands but also appreciated by our audience.” Dyshaun Muhammad, Senior Marketing Manager of General Mills (@DMBiteandChew), concurs, adding “mobile is rapidly expanding beyond the ruthless focus on utility to embrace being beautiful and visual.” With more interest in mobile than ever before and a newfound flexibility to include form AND function, the future of mobile is powerful.

If you’re a mobile advertising innovator or are creating outstanding interactive advertising, be sure to check out the new MIXX Awards categories and submit your entries before our extended entry deadline on July 20!

*These campaign selections are independent of the MIXX Awards competition. They may or may not have been entered in the 2012 program.

About the Author

sp_keller_tracy.jpg Tracy Keller
Sr. Manager, Events Marketing, Interactive Advertising Bureau (IAB)

Tracy is responsible for the strategy and execution behind marketing all IAB events, including managing marketing partnerships.