July 2012 Archives
So - it’s here, it’s happening and amazingly the transport appears to be working- but what do the Olympics mean for the digital advertising industry? We’re only on day four, and already digital channels have made their impact on the occasion. From Tom Daley’s twitter trolls to the Australian swimmer Emily Seebohm blaming social media for missing out on her gold- digital, social media and mobile are all an integral part of the experience for many athletes and Olympic supporters. To give some more insight into this Mojiva, in partnership with the IAB US and UK, has released a piece of research that looks at the role of mobile during the Olympics across both sides of the pond.
The study reveals that for both countries mobile is a key way to keep in touch with the games- roughly three out of every four of both the US and UK respondents said they would follow their nation’s team on their mobile device in some way. It’s fascinating to see some of the differences between the two countries when it comes to what exactly they use their phone for. For example, Americans are 58% more likely to use their mobile to check their medal count than Brits- but seeing as of 12.28pm today the American team have 466% more medals than GB perhaps that isn’t too much of a surprise. (I suppose at this point I should declare my American passport and potential bias in writing this blog post.)
There are some activities which look very similar in both countries. Approximately 50% of both US and UK respondents will use their mobile device for Olympic-related activities while watching live events on TV. There is clearly a strong appetite for Olympic video content in both countries, as 22% of both US and UK respondents plan to actually stream games live on mobile device. Fascinatingly, in the UK a healthy share of respondents (26%) expected to use mobile video in tandem with TV and PC/laptop video, too, suggesting consumers’ desire to keep up with an event where a lot is going on in different venues simultaneously.
Lastly, there are some interesting cultural differences in what attracts US and UK consumers to interact with ads. US respondents are more inclined to interact with mobile ads featuring an athlete they like than UK respondents (18% vs. 6%), but UK respondents are more likely to say they respond to mobile ads from official Olympic sponsors (13% vs 8%) & ads featuring sport of interest (36% vs. 22%). It’s difficult to escape the messages from official sponsors in London at the moment, and clearly the home crowd are reacting positively to the investment and support the sponsors are lending to the games.
The results overall paint a clear picture of two countries that are similar in terms of mobile adoption and usage, but with differences in terms of Olympic interests and priorities. If you’d like to find out more about this report, you can download it here. In the meantime, best of luck to both the GB and USA teams in what I will now be referring to as the “Mobile” London Olympics 2012.
About the Author
Alex Kozloff is Senior Mobile Manager at the IAB UK.
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.
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.
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
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.