Mobile and advertising go hand in hand to create a compelling opportunity, says Microsoft Advertising's Mandeep Mason
In an era where more and more aspects of life are integrating with technology, strong importance is being placed on the central role of mobile in advertising, according to director of mobile and Windows 8 advertising at Microsoft Advertising, Mandeep Mason.
Comments: Mason spoke of mobile advertising opportunities
Speaking ahead of the IAB Mobile Engage 2013 conference in London on Thursday, Mason said the mobile phone had the potential to influence many parts of a user's life and was a vital advertising opportunity.
"A mobile phone is arguably the most personal piece of technology that we use and the industry has learnt that consumers expect seamless experiences across mobile onto other platforms, with no disruption," said Mason.
"Everything is impacted by the mobile phone; it’s in our pockets, always on, highly personal and increasingly context-aware. Smart-devices and apps put content and experiences anytime, anywhere. This evolution is forcing a complete rethink about how brand content and advertising is created and consumed.
"We are writing the new rules of cross-screen customer engagement - tapping into increasingly sophisticated new approaches to data and analytics, content creation, distribution strategies, new engagement metrics and a greater focus than ever before on user experience and design.
"Advertising goes hand in hand with this mobile interaction," he continued. "Now, more than ever, advertisers have the opportunity to reach consumers with relevant advertising experiences in the context of their daily lives. The advertising opportunity to craft authentic and immersive story telling experiences, which invites and engages consumers, has never been more compelling."
Mason said after 15 years in advertising, Microsoft had a reach of 870 million people globally and 57 per cent of all internet users.
"We have entered an era where virtually every facet of life is enriched by technology," he added. "We are accessing and consuming more content via more devices - and in greater variety of environments - than ever before.
"Consumers today are surrounded by screens – TV, mobile, laptop, tablet - and are increasingly using them at the same time to multi-task. To build on this, we are learning more about the importance of mobile as a vital touch point within the consumer’s multi-screen journey."
Microsoft's presentation at the IAB conference is expected to discuss mobile advertising trends and feature exclusive insights and best practice findings from its multi-screen consumer research.
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