Mobile is rapidly becoming its own marketing channel, rather than an ‘add-on’ that replicates desktop and TV ads, to mobile video programmatic platform TabMoUK's managing director, Chris Childs.
Looking ahead to 2018, Childs said: “We’ll see a huge rise in mobile-specific strategies now being developed by brands, with a strong focus on mobile-led data, creatives and better access to premium content.
"Expandable screens and built in projectors in the next generation of handsets offer options for new ad formats – with 3D screens and holographic image projection not far away. The key is to ensure that advertising keeps up with the technology.”
Childs stresses that brands are continuing to recognise the unique opportunities that mobile presents as an advertising channel. However, this also presents many unique challenges and to help brands overcome these, Childs believes that it’s vital that the industry acknowledge the work being done within the industry.
He said: “The MOMAs bring the mobile community together and reminds us that we’re all trying to achieve the same thing, helping brands to be more effective with their mobile strategies."
David Skerrett, chief strategy officer at Nimbletank has joined the judging panel for 2018, for a second year running, with many more to be announced in the coming months.
Skerrett said: "People love their mobile. It is arguably humanities most personal device. This means the opportunity is massive to delight via heightened empathy and utility. This in turn let’s marketers create almost magical experiences and achieve sublime results. And this only happens if the mobile product stays fresh, is marketed well and continues to create value in your audience’s life.
"If one element is wrong, the whole endeavour can fail. It takes smart minds, hard work and great creative craft to create mobile success in this competitive arena. Furthermore, mobile experiences are creating business impact, so recognising and awarding work that works is always a pleasure."
The MOMA Awards return for 2018 to celebrate the brands and agencies delivering the best campaigns and strategies that are leading the way in mobile.
What categories will you enter? There is a wide variety of mobile marketing areas you can choose, including: most effective brand on mobile, most effective mobile agency, best use of mobile payment and best use of data.
To enter, submit your application before Wednesday 7 February.