The Mobile Upfront Conference: An Overview
Mobile expertise needs to be integrated throughout the agency
Instead of chasing shiny new objects, mobile needs to be leveraged according to the campaign goals and objectives. Everyone needs to understand mobile to be able to properly advise clients, develop compelling creative, and execute media buys. Isobar has taken bold steps in this direction and now has 150 mobile specialists spread throughout their 3000-person organization.
Mobile web is the future
We heard this from Brand in Hand but most eloquently from Sony Music who believes in the mobile web because it reaches across all platforms and countries and "hits more people." Panelists believe that HTML5 will change the course of mobile and lessen the focus on apps.
Mobile ad networks still dominate
Media buyers want scale and to achieve this in mobile they've worked with ad networks. Brand in Hand spends 65% of its budget through mobile ad networks and prefers to work with just a few organizations and publishers to manage resources. Premium publishers expressed a clear desire to sell direct and offer greater value to brand advertisers with sponsorships, cross-platform buys, and association of brand with premium content.
Creatives need to understand mobile
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