Mobile Inspiration Conference 2015 (by Roderick Weener)
Last week I visited the Mobile Inspiration Conference 2015 in Amsterdam, organized by Sanoma Media, which is a leading publisher in the local Dutch & Belgian online industry.
It’s hard to keep up in the dynamic and fast-paced marketing/advertising market for mobile platforms. Therefore, many speakers from a wide range of area’s (e.g. retail, consultancy, publishing and computergames) were present on this event to share their insights on the latest developments.
Again, if one thing became clear to me based on the presentations that day, it is that developments within the mobile (advertising) market are moving much faster than was deemed possible. Consequently, the need for employees with specialized knowledge regarding this field is bigger than ever. Also, it was emphasized that much is to be learned from the mobile gaming industry. Online mobile games are now leading within the mobile market and this field is by far the most developed compared to its counterparts.
When considering the current mobile market, four key developments/trends are observed:
- Smart ads on new platforms. The advent of the smartwatch will only increase mobile device usage and offer advertisers interesting new ways to reach their target groups.
- Smartphones as thé central device for personal communication. The smartphone is becoming “the remote control to our lives”. This, as we will use this device for an increasing amount of daily activities; ranging from paying in stores and shopping online to listening music, watching your favorite television show, playing games or reading books.
- The processing and interpretation of ‘big data’. As more of our everyday activities are performed with the help of our mobile devices, the amount of data that can be collected is becoming truly endless. This development calls for the need to find ways to store and analyze these huge amounts of data.
- The tablet will not die. Despite the fact that 2014 was the first year that showed a decline in tablet sales, it is not expected that its usage is waning. Tablets are believed to remain popular as these devices are getting cheaper and therefore accessible to a wider public. Furthermore, the tablet remains the preferred mobile device to use at home, especially in the evening hours.
As the day progressed I attended two so-called ‘break-out sessions’, provided by relevant companies in the industry. Both presentations touched upon specific trends in the mobile advertising market:
First, I attended a presentation by Memo2, which is an independent research and consulting firm that specializes in measuring and optimizing advertising effects. They highlighted the fact that mobile is becoming a tool for mass communication, similar to television. In this sense, mobile advertising is a great tool to create brand awareness and proves particularly useful when conveying a rational message to users. It’s impact on users might be compared to that of rich media. However, logically, don’t overdo it because its effect will diminish as contact frequency is increased.
Subsequently, I went to a session given by Norwegian publisher Schibsted, that presented on the topic ‘how offline is becoming online’. They introduced the relatively new concept of geofencing and its facilitating beacon technology. In essence, the idea is that by placing beacons in, for example, shops, stadiums or any other public place, you will be able to exactly pinpoint (through bluetooth technology) a user’s location. Thus, by placing multiple beacons you can create a so-called geo fence, that allows you to create a geographical area to which you can attach targeted content. If you are interested in learning more about geo fencing, beacon technology and its uses, I suggest you have a look here and here. Considering these newly emerging and innovative technologies, Schibsted pointed out that “location is becoming the new cookie” in mobile advertising.
By attending the conference it again was confirmed that a great deal of the future in online advertising lays within mobile. As mobile devices are becoming highly accessible for a large array of people (and they are increasingly choosing their mobile devices to go online), we will have to focus more on these new ways of reaching target users. Many opportunities for business lay here. As the market for mobile marketing and advertising is fast-paced and continuously changing, it is essential that we keep abreast of its latest developments and trends.