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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