Page 21 - Mobile World Daily - Day One
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MILLENNIAL MEDIA | FEATURED INTERVIEW
“In mobile, automation can support advent of an increasingly connected world, that advertisers will be able to build up a
the more advanced needs of the with mobile at its core, I expect to see a deeper, enriched, picture of audiences that
buyers and sellers in premium number of new innovations throughout the can be targeted at scale.
advertising inventory” show.
The next key issue is enabling advertisers
These rules also apply when it comes to the and the better outcome for advertisers and MWD: WHAT WILL THE COMING 12 to utilize their own data, and the resulting
topic of native advertising, a hot topic which publishers alike. MONTHS BRING FOR MOBILE insights from mobile across the marketing
means different things to different people. In ADVERTISING? sphere – what we call “Data In, Data Out”.
many cases, people think of native ads as MWD: WHAT DO YOU EXPECT - OR This means providing a brand with an open,
elements in a newsfeed. While perhaps the HOPE - TO SEE AT MWC THIS YEAR? MB: There are three key areas of fully transparent platform that doesn’t lock
most scalable version of the native ad, it’s consideration for any brand looking to them into running campaigns in one place,
really only the beginning. Native ads are MB: I will again be spending most of my engage audiences on mobile in the next 12 but supporting them to use their data in the
deeply integrated, look and feel like the time in the App Planet experience with our months. ways that suit them best.
content surrounding them, and can play out peers and friends in a thriving app industry.
in a number of ways, based on the type of It’s these mobile developers – from the solo First is the evolution of the mobile centric And finally, there’s the issue of viewability
app in which the ad is delivered. geniuses in their rooms at home to the global Data Management Platform (DMP). As in digital advertising, as advertisers place
brands trying to engage target audiences – marketers aggregate more data from more greater emphasis on where their ads are
For example, in a gaming app, as a user that are driving disruption and changing the sources, this centralized platform can help to placed and how they are being viewed in
swipes through screens to select opponents, ways consumers interact with their mobile realize the full value of those large volumes of digital media. While the MRC and IAB
every fifth swipe may present an ad that fits in devices. data. The next phase of mobile advertising standards don’t yet apply in mobile, we are
the same “frame” as the previous screens. will involve increasingly sophisticated working with these and other partners to
The ad should look and feel like part of the Throughout the wider show, I’m expecting layering of data, and it is only through DMPs define best practice in the critical areas of
game, and could drive even better to see more examples of how mobile is brand safety, ad verification, and viewability.
engagement (and yield to the developer) if improving previously “dormant” solutions
delivered as a video. In a music app, a brand’s and giving them a “smart” injection – think “The next phase of mobile advertising
custom, sponsored channel could be Oral-B’s connected toothbrush from last year. will involve increasingly sophisticated
classified as native. The more integrated, the With more attending brands and media layering of data”
greater likelihood of consumer engagement, agencies seeking to better understand the
MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com Monday 2nd March PAGE 21
