Campaign UK

LIBBY ROBINSON

MANAGING DIRECTOR, EMEA M&C SAATCHI MOBILE

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2017 will be a big year for mobile. Mobile is now driving digital adspend and is greater than print and out-of-home media combined. Today, almost half of UK ecommerce transactio­ns take place on mobile – and this is projected to grow even further. These statistics highlight that mobile is becoming the default online gateway and is therefore critical for consumer engagement.

It’s imperative that brands invest more heavily to connect with an increasing­ly mobile-first audience. Current investment isn’t reflective of consumer behaviour and brands that do not take a mobile-first approach to digital will increasing­ly struggle to capture consumers’ attention.

Another important trend is recognisin­g the role mobile plays throughout the customer journey. A linear, single-device path to purchase is a thing of the past, and it’s crucial that we end the obsession with lastclick attributio­n modelling on mobile. Until that happens, we fail to capture the breadth of mobile engagement that takes place throughout the customer journey.

At Mobile World Congress, we expect to see significan­t discussion around the increasing importance of artificial intelligen­ce, alongside the real challenge of ad fraud. The industry still thinks desktop-first when it comes to fraud, so standards and platforms need to evolve to mirror the mobile-first consumer. We’re already adopting machine learning to detect patterns in data that indicate fraud. Through this approach, we have been able to counter extensive fraud on mobile that would otherwise be unidentifi­able by industry standards.

We also expect to see discussion­s around the role of creativity. The time is ripe for brands to tap into the opportunit­ies afforded by mobile to engage with audiences in increasing­ly dynamic and innovative ways. Once brands adopt this mindset, the opportunit­ies for diverse and exciting brand experience­s on mobile are limitless.

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