Speaking with Beet.TV in this video interview at Mobile World Congress, Adam Shlachter, president at Publicis’ PMX division, says mobile is no longer a single thing.
“Mobile has disappeared at this conference,” he says. “It’s not as handset-forward, carrier-forward or network-forward. It’s more much about connectivity, personalisation, the way we live our lives, operate our businesses and how we connect.”
Shlachter will be keynote speaker at the Beet.TV executive retreat in Vieques, Puerto Rico, next week.
Mobile World Congress is no longer just the world’s largest mobile expo and conference. It has grown rapidly in recent years to become one of a clutch of four or five global mega-conferences attracting execs and hangers-on from all kinds of industries.
Beside distinctly non-phone hardware on show, MWC’s main headlines were Nokia’s reintroduction of its classic 3310 handset (a move suggesting mobile launches themselves have run out of steam) and new smartphones that have less bezel and more screen.
But TechCrunch writes MWC is now about “general connectivity as well as the devices and services which will connect our world in the future”. And, just as brands and ad agencies flock to the Consumer Electronics Show these days, so, too, is Mobile World Congress now a big draw for ad-land.
Shlachter, who recently moved to PMX after a stint as president at sibling Zenith’s VM1, says advertisers must respond to a world in which mobile phones now jostle with voice assistants and connected fridges as just parts of an overall connected experience.
“The next big leap for brands is to figure out how to live in that world – how to take advantage of all the signal, how to create more personalised experiences that are unique for different platforms they’re being consumed on,” he says.
“We have to stop thinking about it as a silo or independent channel, we have to think about how it can have access everything else.
“Navigating this world is becoming increasingly complex. Brands have to figure out the role they want to play with the relationship they have with their consumers in these environments.”
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>The leader of one such team is Rob Newlan, Facebook creative shop EMEA director.
Newlan has been in the job for six years, after helping to manage Guinness and Coca-Cola brands. And he sees the mobile video opportunity in three-fold fashion.
Here’s what Newlan told Beet.TV in this video interview at Mobile World Congress:
Facebook’s Creative Shop is a team of brand marketers, creative directors and strategists who build ideas to help clients grow their business.
“The thing I look for for all great video is value exchange,” Newlan adds. “What is the reciprocity I get back from the brand and the brand gets from me?”
]]>“It’s a completely different way of thinking about marketing,” Randall Rothenberg says in this interview with Beet.TV at the Mobile World Congress 2017. “All marketers are kind of overwhelmed.”
With some two-thirds of U.S. consumers’ time spent on mobile devices, the biggest overall opportunity is “truly a one-to-one connection,” Rothenberg explains.
He offers an anecdotal observation about the extent of change in the mobile marketing world by noting that one of the MWC participants, Leonid Sudakov, used to be Chief Marketing Officer for the Mars pet care brands. “Now he’s President of Connected Solutions. That transition alone speaks volumes,” Rothenberg says.
In addition to figuring out the one-to-one consumer interface, brands and publishers are grappling with the question of how to integrate mobile media with preexisting media, according to Rothenberg. For example, how do Nielsen ratings for traditional television viewing mix with one-to-one metrics in the mobile environment?
On the publishing side, the classic advertising model continues to move to “some kind of post-advertising model.” Gone are the days of strictly thinking of advertising units as consisting of “boxes and time slots.”
For one thing, you just can’t fit enough of the boxes and time slots into the mobile space to make up for the volume of revenue that publishers enjoyed in the pre-mobile world. “The actual value that’s being created is through this one-to-one connection with the end user,” Rothenberg says.
Citing Turner Sports, CNN and Cartoon Network, Rothenberg notes that people will always want sports, news and entertainment content. These are “the kinds of things that publishing companies have specialized in since before the dawn of print,” he adds.
While the mobile train clearly has left the station, its potential has yet to be fully unleashed.
“You know you that you’ve got to start changing the wheels on the train but how you do it, what the new wheels are, what the time frame is to put the new wheels on is difficult to discern,” says Rothenberg.
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>That is according to a marketing chief from one of the biggest brand groups in the world.
“Mobile is not a device anymore – it’s a lifestyle shift,” says P&G EMEA marketing VP Sophie Blum, in this video interview with Beet.TV at Mobile World Congress. “That’s what is exciting.
“Of course, it’s challenging – it’s a small screen, 12 seconds is a luxury. It requires mastery of technology together with the art of understanding.
“What is exciting is the opportunity for brand masters and tech to collaborate in order to create better answers to consumer needs, wherever they want at their own terms.”
Mobile World Congress is no longer just the world’s largest mobile expo and conference. It has grown rapidly in recent years to become one of a clutch of four or five global mega-conferences attracting execs and hangers-on from all kinds of industries.
Beside distinctly non-phone hardware on show, MWC’s main headlines were Nokia’s reintroduction of its classic 3310 handset (a move suggesting mobile launches themselves have run out of steam) and new smartphones that have less bezel and more screen.
TechCrunch writes MWC is now about “general connectivity as well as the devices and services which will connect our world in the future”. And, just as brands and ad agencies flock to the Consumer Electronics Show these days, so, too, is Mobile World Congress now a big draw for ad-land.
Those bigger screens may give brands more real estate through which to reach consumers. But, speaking with Beet.TV at Mobile World Congress, Sir Martin Sorrell – CEO of the world’s largest ad agency holding group, WPP – says mobile ad spend lags behind consumers’ on-device time because the technology is not yet attractive enough for the buy side.
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>“That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas from that app then branched itself out into the linear space and branded content and other areas,” Donna Speciale explains in this interview with Beet.TV.
“It’s not a one-size-fits all, because every client is going to be using mobile and it’s created very differently,” Turner’s President of Ad Sales explains during a break at the Mobile World Congress 2017.
The data-centric CNN Politics app was designed by CA Technologies to track the latest polling, delegate, voting and fundraising data behind the 2016 presidential race. With personalized alerts and notifications, the app provided users with comprehensive election results, breaking news, enterprise and video reporting.
CA Technologies was a technology sponsor of the 2016 America’s Choice Election on CNN. On digital, CA was the exclusive sponsor of the CNN Politics app, as well as the hub on CNNPolitics.com that housed the app’s content and included CA branding.
Asked about Turner’s view of the upcoming TV Upfront negotiating season, Speciale talks about the shift from Nielsen age-sex demographics to audience targeting specific to clients’ needs and objectives.
“We are now able to hone in a lot more on who our fan is,” Speciale says of Turner’s audience targeting capabilities. “We’re now getting a lot more into who our fan base is and the behaviors of our fans and how we can marry that to our brands and their objectives coming together in the right environment.”
Speciale attends MWC for a glimpse of the future, given that the U.S. isn’t always ahead of trend curves like, say, China or Europe. It boils down to figuring out “How do I have to alter the organization or our thinking with clients, knowing in the next two or three years the next iteration of innovation is what? I think you can find that here,” she says.
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>So what’s the difference? While millennials were digital natives, Plurals are mobile natives with an expectation of seamless content consumption across devices and platforms. “Kids want what they want,” Miller says in this interview with Beet.TV at Mobile World Congress 2017. “It’s not about changing habits. They’re born into it.”
Plurals “have the capacity for choice and control in a way that maybe millennials didn’t,” Miller adds. “Multiplatform by design is really what we’re doing. We’re doing it in our marketing and we’re doing it in our content creation.”
While millennials were more prone to expecting lists of digital offerings (top 10 this or that) the next generation wants to mix and match on its own, according to Miller. Desire and control are key, as ADWEEK reports.
“If you give them your content and you let them experience your brand and participate they will evangelize for you. They are your greatest asset I building fans,” says Miller.
Plurals are highly visually oriented, to the point of live streaming their activities whereas millennials were better known for rapid-fire texting.
Asked for examples of successful multiplatform development catering to the visual generation, Miller cites the “reimagined version” of the globally successful Ben 10, which was launched with a Hero Time app at the end of 2016. Then there is Mighty Magiswords, which started life as 15-second content on CN Anything and has blossomed into a linear TV and gaming offering linked by an app called MagiMobile.
“You hold it up and it collects it off the TV every time there’s a sword that pops up,” Miller explains. “You’re able to move around and tie that vertical together. It gives a very deep robust immersive fan experience.”
Miller’s team keeps tabs daily on activity on Cartoon’s VOD platform, video mobile app and on-air programming, which provide a “plus plus plus multiplier. We see extremely high engagement across those platforms.”
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>The soft drink brand creates and publishes about extreme sports activities around the world to amplify its tagline, “Red Bull gives you wings”, the most notorious of which was a skydive from space.
So what is the secret recipe for content marketing success? Speaking with Beet.TV in this video interview, Red Bull Media House chief technology officer Andreas Gall explains – it’s about social, not analogue.
“It’s like a formula,” he says. “Keep the people in your network, make them happy, produce the right content, and go step-by-step with these learnings in to the next successful area.
“When you’re distributing your content through social media platforms, you get perfect feedback.”
Last month, Red Bull Media House unveiled a raft of extreme sports experiences available via virtual reality.
Gall says Red Bull is hot on performance media.
“We try to avoid broadcast – it’s much more complex,” he says. “In the digital world, you have direct response. These numbers are so relevant for us.
“You see how many views, you see people switching from one category of your channel to another channel. You are learning every second.”
This video was produced in Barcelona at Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>The organisation has rebooted its app line-up across phones, tablets and smartwatches, now including live and CNN Go on-demand video plus HLN streams for US users, as well as authentication via users’ pay-TV providers.
“We re-imagined how our consumers are connecting with us on mobile,” says CNN chief product officer Alex Wellen, in this video interview with Beet.TV from Mobile World Congress, the world’s largest mobile industry show.
“We had to go back… where is the consumption happening, why mess with the app?”
The answer is an interesting one.
“On the web, we have 10 times as many users as on apps,” Wellen says. “But the individuals that are on our apps are reading 13 times more page views and 17 times more video.”
Was it worth spending so much effort retooling the apps for an audience that is one tenth the size of the web user base?
Absolutely, Wellen suggests: “This audience that is one tenth of mobile web is actually larger, because of the engagement. So apps are an opportunity to engage very deeply with the audience.”
In one way, the stat is self-evident – websites are likely to have more drive-by page views by searches and social referrals, whilst app users have already taken the time to purposely invest in downloading a news brand for ongoing consumption.
So CNN is keen to better serve its most loyal mobile audience. Now the apps include a lot more video – not just news, but also shows like Anthony Bourdain’s.
And the organisation has found some success from letting CNNgo, its premium video offering, go free for promotional days, driving 20% to 25% conversion, Wellen says.
This video was produced in Barcelona at Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
]]>Lisa Donohue offers this observation as she attends the Mobile World Congress 2017, the global intersection of all things mobile.
“Currently people think of mobile first,” she says in an interview with Beet.TV. “I really think that it is now mobile throughout.”
Thinking about mobile along the consumer journey encompasses such routine activities as seeking information, watching content (a brand building opportunity) and purchase/conversion, according to Donohue.
The shift must be accompanied by a new mindset with regard to looking at mobile and only seeing “advertising” potential because such thinking “hurts the mobile device,” she adds.
This is because when most people think of mobile advertising they are constrained by traditional formats like 30-second commercials, which are a “negative” on mobile devices. Instead, stress the positives: a near and personal screen, easy and seamless connections to commerce.
“It’s messaging rather than advertising,” Donohue says.
As with most ad/media industry gatherings these days, how brand marketers can harness artificial intelligence and augmented reality are big topics of discussion. “We’re only at the tip of the iceberg,” is how Donohue describes AI.
Nonetheless, many marketers are already using AI in their products or in how they conduct customer service. The challenge is finding what works best for a particular product or service.
Asked about the upcoming television Upfront negotiation season in the United States with regard to video content, Donohue stresses the need for a greater understanding of how people continue to shift their viewing across devices.
“What really needs to happen is the right measurement that actually shows how we can follow those consumers, understand who they are across the devices and get more personal with them,” Donohue says.
This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.
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