Event Recap: Top Themes From IAB Mobile Marketplace 2015

On Monday, the Lab attended the Mobile Marketplace 2015 event organized by Interactive Advertising Bureau (IAB) to hear what industry leaders have to say about some of the biggest challenges in mobile marketing, including measurement, programmatic, and personalization:

Break Down Data Silos To Solve Cross-device Measurement
Cross-device measurement has been problematic, saddled with a reported 30% overstated reach and only 59% accuracy in demographic targeting, according to Mark Trefgarne from Facebook. As George Ivie pointed out during his session on common issues in mobile measurement, “There’s nobody accredited for mobile viewability”. As audience fragmentation will continue with increasing multi-device usage, cookie-based tracking is no longer reliable.

Instead, “mobile is the key to mapping devices back to a single user”, declared Gabriel Chen from M&C Saatchi Mobile, before recommending marketers and brands “break down the data silos” to better understand consumer behavior. Similarly, Trefgarne emphasized the importance of people-based marketing in his presentation: Facebook’s social login equips brands with targeting tools to measure user activities across multiple devices.

Bridge The Gap Between Online And Offline With Actionable Data
Besides difficulties in cross-device measurements, another key point of discussion at the event was how to use mobile-generated data to gain actionable insights into real-world user behaviors. It is estimated that, by 2020, consumers will own an average of 10 connected devices, whose omnipresent network of connectivity could essentially eliminate the concept of “being offline”, according to Mark Trefgarne from Facebook.

But we don’t have to wait for the future: Jeff Malmad from Mindshare pointed out that in our mobile-first age, location, sensors, and context are already providing brands with opportunities to connect with consumers. Similarly, Ravi Pahilajani from MEC also recommended marketers use a wide range of mobile-generated data—location, behavioral, or even devices’ meta data—to paint a holistic digital footprint that bridges the gap between online and offline behaviors.

Engage Mobile Users With New Media Tools
Mobile is driving growth in real-time bidding ad spending, noted Ravi Pahilajani, and as a result, brands can deliver targeted messages at the right moments and places, which has led to alternative forms of mobile engagement. Video ads, for example, can create rich consumer experience with interactive ad units.

Similarly, audio serves as a seamless way of engaging with audience. Karina Montgomery from Pandora encouraged brands think about their sonic brand images—a distinguishable aural identity that can help brands stand out to consumers suffering peak distraction.

Balance Digital and Humanity With A People-First Approach
The Lab’s Josh Shabtai explained how “we’re approaching a new era of intimate commuting” during his presentation of The Lab’s 2015 Outlook. People use their devices in such intimate ways that it has begun to have an actual emotional impact in the brain. Brands must find ways to be empathetic and truly understand the emotional context behind ad messaging.

Similarly, Y&R’s David Sable stressed that it is important to “build experiences for life, not experiences for machines”. There is such a reliance on algorithms to form bonds with consumers that story telling gets lost or forgotten. It’s not a question of digital vs. not digital, but rather, a question of what people genuinely want.


Top Five Trends From Today’s Apple Event

There’s no dispute that Apple is a market trendsetter, and today’s “Spring Forward” media event will undoubtedly keep people talking until the new products hit the shelves. Here are the five trends from today’s event that marketers need to know:

Wearables Peak With “Glanceable” Notifications
With the Watch’s official launch set for April 24, the wearables market is poised to hit a historic boom as all wearable makers gear up to capitalize on the forthcoming public attention. And as notifications move from mobile devices to the user’s wrist, it will become more important to provide “glanceable” content that can be easily addressed or ignored. Brands will need to experiment to deliver the right notification at the right moment or risk overwhelming the consumer.

Tech and Fashion Continue To Converge
The Apple Watch has three different collections, each with two finishes and six watch bands made of different materials. Among all these stylistic options, however, the one that stands out is undoubtedly its 18-karat gold edition—priced at $10,000—which marks Apple’s official entry into the luxury goods market. By limiting distribution, Apple is clearly taking a page out of high-fashion brands’ playbook, furthering the convergence of tech and fashion.

Further Integration Across Interfaces
Besides continuity between the Apple Watch and new MacBook, Apple is also making a play for the connected car and smart home. Not only are all major car manufacturers committed to integrating Apple’s CarPlay into new models, Apple also mentioned it is working with leading brands in home automation to expand the reach of its HomeKit platform. During the Watch demo, for example, Apple showcased a remote garage door control powered by alarm.com.

The Quantified Self Connects With Healthcare
Further integrating self-generated health data and healthcare, Apple highlighted a new ResearchKit that could potentially revolutionize the field of medical research. By partnering with several prestigious medical institutions, Apple’s new open-source platform will allow medical researchers to easily create apps that gather medical data. The company is also carefully balancing privacy concerns by making all studies opt-in and hiding results from Apple.

Displays Keep Getting Thinner And Sharper
Apple also stunned the crowd with the thinnest and lightest MacBook to date (13.1mm at the thickest and weighs just 2 pounds), and improving image quality with a 12-inch Retina display. As more and more devices upgrade to retina screens, brands need to make sure they are developing high-resolution content.

Header image taken from Apple.com

IPG Lab Releases 2015 Outlook

Check out our brand new 2015 Outlook here.

Every year here at the IPG Media Lab, we round up the ideas that animate us: the market forces, new technologies, and consumer shifts that are changing the ways we evaluate, buy, and create media. And today, we are happy to present you with our 2015 Outlook– “Let’s Get Intimate”—which takes a look at the increasingly personal (and important) world of contextual media placement and the challenges and opportunities for marketers. Trends and themes covered include:

  • The Internet of Thrills – You are emotionally and physically connected to your devices
  • Peak Distraction – In this mobile age, it’s harder and harder to be heard
  • Measurable Intimacy – Focuses on performance-based advertising, where results are measured by total business outcomes, not just conventional metrics
  • Next Level Awkwardness – How do brands fit into a world in which media is hyper-personal, data is everywhere, and our ability to target is ultra-precise

Take a look and let us know what you think @ipglab; we’d love to hear from you.

Check out our special interactive Outlook webpage here: https://www-stage.ipglab.com/outlook2015/

If you prefer, you can also download our Outlook 2015 as PDF file here.