The Mobile Forum was unmissable and provoked input that will provide the basis for initiatives to improve AOP Members returns from mobile. Here’s a write up that can’t hope to capture the wit and skill of the Speakers but, give us 180 seconds of your time to show you clarity for the way forward.
Steve Ricketts (Consultant to startups industry bodies and earliest adopter ever) of ATAO began by setting out the challenge. Whilst mobile publishing is powering ahead in audience terms, mobile advertising has a lot of growing up to do. The data shows that, whilst platforms such as Facebook generate 79% revenues from a 75%+ mobile audience, AOP Members % mobile revenues is far lower that audience%. Steve showed that this is, at bare minimum, a £100m opportunity for AOP Members alone.
Next was Simon Andrews, Founder Addictive Mobile, creator of the must read Mobile Fix Newsletter (www.addictivelondon.com) and all seeing eye in the world of mobile. In ten concise points, Simon showed us just how mobile advertising is missing the opportunity and the barriers that need to be overcome. It was a passionately argued and ROI based call for greater creativity and smarter media thinking dedicated to the mobile space.
Assaf Grabinsky, Mobile Lead, Google, also showed the lack of progress in mobile ad formats in the last 8 years. By now we were all shaking our heads ruefully but next came a clear message, “by 2020 the vast majority of advertising will be native”. To that purpose, Google have built tools for native that allow collaborative format creation between agency and publisher and uptake has been enthusiastic. We saw a case study that proved ROI and simplicity of execution. Assaf developed on into Accelerated Mobile Pages to drive improved mobile search and UX. A question from the audience “is this the death of third party adsorbing” answer “yes it is”. Boom!
Lolly Mason, Head of Partnerships at Celtra, showed us improved formats and best practise for mobile ad monetisation. Lolly pointed out that mobile advertising is currently plagued by two major ailments 1) Mobile creative as an afterthought 2) Mobile as a click tool. Both of these thoughts resonated with Simon’s earlier call for true creative effort in this space, there is great creative opportunity and a truly compelling audience opportunity, now it’s time to invest in creating great mobile advertising.
Our final speaker Ilicco Elia, Head of Mobile, Digitas LBi, holds a fully integrated role across ad creation, media buying, site/app/service creation and CRM. Ili looked back on his time as Head of Mobile at Thomson Reuters in 2008 to agree with the rest of the panel, creativity has not moved on, and rather damning for the creative agencies suggested that Facebook and Instagram offered superior ad creation capabilities to the rest of the market. Their data integration, hyper tested creative toolkit and feedback loops give a clear reason why Facebook has earned a ratio of 79% mobile ad revenue. He had two pieces of advice to AOP Members . .
1) Get much closer to Facebook and Google
2) Get much closer to Agencies and Advertisers
The Panel Discussion was a snorter but if you weren’t there, a few words won’t do it justice. Suffice to say this, the AOP are creating two focused initiatives for progress
The creation of an Audience Development Group to look at distributed platform models and the way forward in the GAFA mediated ecosystem
Formal and ongoing discussions with ISBA and IPA to bring our Members closer to Agencies and Advertisers around solutions to making mobile first
That’s it, a big thank you to our Speakers, their presentation decks which are filled with great insight are available in our Knowledge Centre. Thanks for reading this article, if you have any questions or feedback just let us know here. We hope to see you at our next forum