Brands should “adopt traditional brand metrics to measure mobile campaigns,” according to Telefónica Digital’s Charlie Hunter-Schyff

The Drum catches up with Charlie Hunter-Schyff, head of global ad sales effectiveness at Telefónica Digital, who is also a judge at this year’s MOMAs (Marketing on Mobile Awards), to discuss his predictions for mobile marketing in the year ahead.

What is the most exciting event in mobile that you expect from 2014?

The first mobile World Cup. Mobile will be an activating, complimentary and amplifying media channel for advertisers to engage with fans.

Google Glass – is it overhyped or worth the excitement? Why?

Google Glass is generating some great PR that paves the way for the wearables market and subsequently the B2C demand for the internet of things. This innovation of mobile devices generates even more real-life data. Data is the commodity, which consumers will recognise as the more they share the more they benefit as brands deliver greater personalised, contextualised and localised experiences.

According to the IAB, media agencies are diverting on average 15 per cent of digital spend towards mobile – how do you see that trend developing over the coming months?

It's a step in the right direction, though lots more work to do as according to comScore, 2014 is also the year in which there will be more mobile internet users than desktop users globally.

Mobile can be a problem for many marketers when it comes to judging how much to spend – is there any advice you would offer to them in determining how important it is for their marketing communications to run across mobile devices?

Time and again, I hear asked what the click-through rate was for a mobile campaign. It's really ill-advised to judge the spend of mobile based on a click- through rate. The immediate understanding is that you’re comparing the mobile click-through rate with the online click-through rate. That's really dangerous territory to be in because firstly, not all brands have mobile optimised websites. And secondly, mobile transcends the online world and the physical world where the call to action can be go to store to redeem a mobile coupon.

Here’s the challenge: if you look at a consumer’s shopping experience and you're judging which media channels influence people at buying their products, mobile features at all points of the purchase journey, both online and in-store but it can be judged as having no attribution to the actual purchase. My advice is to be less reliant on the metric of click-through rate and adopt more traditional brand metrics to measure the ad effectiveness of mobile campaigns. Such as how mobile can deliver incremental campaign reach, how it compliments other media to raise brand awareness, how it helps to shift product consideration/purchase intent and drives actual purchase.

What mobile devices do you own?

iPhone 4s, iPad Mini

If you could or planned to upgrade or change – which ones would you choose?

iPhone6, iWatch, iGlass… too much of a faff to set up new configurations and convert everything on to new operating systems.

What was your favorite mobile campaign or event in mobile of 2013?

LTE/4G roll out – that enhances the hyper-connected global consumers appetite to be always on.

Hunter-Schyff is joined on the MOMAs judging panel by Havas Worldwide London CEO Russ Lidstone, Indy Saha of Google Creative Lab and M&C Saatchi Mobile's James Hilton, to name just a few.

The MOMAs, which rewards effective mobile marketing campaigns and strategies, is now open for entry with a deadline of 28 February. All information on Awards registration and entry can be found on the MOMAs website.

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