Cross-screen to be central in 2015, but brands must push mobile strategies harder, says IAB's Alex Kozloff
With just 64 per cent of the top 100 brands having mobile-optimised websites, there is still a way to go to make sure brands are “delivering the basics” in mobile, said IAB head of mobile Alex Kozloff, one of the judges for The Drum's 2015 Mobile on Marketing Awards (MOMAs).
The MOMAs, sponsored by Weve, is now open for entries for its third year, and looks to celebrate the most effective and innovative work carried out in the mobile industry.
Kozloff believes that 2015 could be a bumper year in the mobile industry. “It looks like 2015 is going to be another important year for mobile. For many brands the majority of consumer usage is already, or will be, via a mobile device, and we are heading to a point where the majority of digital ad spend will be on mobile.
“With mobile becoming a leading medium for advertisers, we’ll see brands focussing more on the cross-screen opportunity in 2015, and exploring the different technologies and tactics that can help them deliver that.”
With an IAB/PWC digital ad spend report showing that mobile accounted for 31 per cent of digital display advertising spend in the first half of 2014, Kozloff predicts that this could rise to over 50 per cent in 2015.
This, she said, will make mobile “the dominant digital medium”.
Her comments chime with figures from BBC World News research, which found that mobile advertising is twice as effective as desktop among the general population and up to four times more effective when targeted towards affluent consumers.
Meanwhile with the rise of wearables and the internet of things, there is so much more that mobile can do.
“It will be really interesting to see how the market changes as we see the increased uptake of connected devices through our homes, cars and clothing,” she commented.
“It seems mobile will have a central role to play with these new technologies, but how marketing will evolve isn’t too clear yet. To my mind though, if we can get to a model where both the advertiser and the consumer benefit from a marketing message on any connected device, there is an opportunity.”
With connected device apps seeing a 50 per cent increase in aggregate downloads for iOS and Google Play combined in the US, and many new wearable devices such as Apple Watch set to be made public, this opportunity could become a reality in 2015.
When asked what she will be looking for as a judge, Kozloff said: “The MOMAs are a fantastic moment to celebrate the best and most imaginative mobile campaigns from the last six months. With this in mind, I’ll be keeping an eye out for two important elements in the award entries. Firstly examples of mobile delivering real results and effectiveness to advertisers, and secondly those that demonstrate best in class creativity specifically for the mobile device.”
If you think that you have delivered mobile work that meets the results and creativity specifications of Kozloff, enter the MOMAs now.
The entry deadline for the awards is 20 February, with the winners to be revealed at an awards ceremony on 28 May in London’s Marriott Grosvenor Square.
The Drum Mobile Awards celebrate the brands and agencies at the forefront of mobile. Open for entries from around the world, they continue to identify the great work being produced on mobile and rewa...Find out more