AdWeek Europe 2017: Leveraging the power of Programmatic Mobile

It has been ten years since the iPhone launched, and today research shows 1 in 3 people wake up in the night to check their messages. I learnt two simple facts on the mobile and programmatic track at my first day of AdWeek, that add momentous influence to any mobile-first campaign proposal. One, programmatic buying is increasing both cost and time efficiency, and two, consumers have naturally moved from desktop to mobile. On knowing this how can programmatic be leveraged in an environment where banners are less effective? A series of panellists and delegates divulged their insights over the course of the day.


The challenge is formats

The first talk of the day, ‘Programmatic mobile- Advanced tactics for maximising monetisation’ addressed this head on. Banners don’t fit the format to deliver a thumb-stopping-moment. Subsquently advertisers have moved to video, using AV formats to achieve what standard banners can’t. Yet publishers have a limited supply of video for pre-roll units, and repurposing TVC won’t work. So what’s the alternative? Is it in-app advertising? Or new formats altogether? While this much may still be up for debate, the panelled agreed the brand experience must be quality enough to be judged cross category.

Multiple data touch points feeding into DMPs, informs programmatic buying and enables relevancy for brands. Ian Haworth, ECD UK + EMEA at Wunderman asserted that consumers want their brands to provide the same relevancy as the platforms on which their ads may be served – such as Facebook – rather than delivering disruptive campaigns that lack relevancy. As such, brands are judged cross-category: a car company will be judged not only against its competitor set, but against platforms providing the ad experience. As such, programmatic mobile must deliver a seamless campaign.

Brands must amplify a global identity while being contextually relevant on mobile

While referencing the US’ mentality to business without barriers, borders, or limits, in the ‘Global Mobile Strategy’ talk, Greg Grimmer, COO of Fetch shared his thoughts on what he called “globile” marketing for brands. Globile is where businesses can be run from mobile and have international reach. Grimmer continued to say whilst local markets each have their cultural norms, brands must deliver mobile campaigns that acknowledge the brand’s global backbone. The importance of balancing a data-driven global backbone, with local distinction driven by both data and local teams may seem to be the obvious ambition, however when this is integrated into a small format where advertisers have less time to engage the consumer? Herein lies the challenge. To close, mobile experiences must be fully integrated – they cannot be a distinct silo from other elements of a campaign. Yet simultaneously, mobile must be delivered in a specific, locally relevant format that will call on the efficiency and effectiveness of programmatic buying to deliver a thumb-stopping-moment in an environment of constant-connectivity. How will this be achieved? Mobile ad formats will have to change.

Have a question or want to discuss something in more detail? Send us an email at emea@omd.com

 

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About Author

Zoe Coyle

Zoe is an account planner working on both traditional and digital media on the Infiniti account at OMD EMEA. Zoe has been with the agency for almost 6 months and prior to this worked for a hostel business in Edinburgh. In her spare time Zoe enjoys running, exploring new places and cultures, and cooking.

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