Mobile marketing is seeing an incredible focus from agency and direct customers around improving mobile page speed, said Google’s agency head, Max MacIntosh. “We are all aware that shoppers demand a fast-mobile site experience,” he explained. “These days, it's essential that all marketers and brand owners design faster mWeb experiences across all vertical sectors. Slow page loading times means you can’t complete.”
This year’s panel includes: Alex Luff, founder and director, Rarefied; Amanda Glasgow, creative director, SapientRazorfish; David Skerrett, chief strategy officer; Nimbletank, Greg Carroll, director of programmatic advertising UK, King; Max McIntosh, agency head, Google UK; Patricia Lopez, head of Mobext UK, Havas Media and Mobext; Rachel Townsend, agency director, Kargo; Rob Weisz, chief executive officer, Fonix and Steph Amies, director, GroundTruth.
MacIntosh wants to see innovation from the classification of a conversion. He believes that the industry should not only be looking at just the number of installs or costs per conversion, but more about the reach and attention that campaigns have garnered from customers and for their brands.
He said: “Please tell us how that 'converted user' brought value to your brand and products over time post campaign, but crucially, how you smartly communicated with them across your products and services post campaign.
Amanda Glasgow wants to be surprised and to see something which makes her think ‘I wish I’d thought of that.’ She believes there are many reasons to enter and win at the MOMAs, from gaining industry recognition for great work, attracting new business or talent to your company, and gaining accolades for the hard work of your account teams and creatives. She explained: “Having now judged and won a few awards myself, I think most importantly it’s about setting a benchmark for the industry. The work entered which wins at the MOMAs should be the best of the best, inspiring and provoking others to do better and move the industry on.
Sponsors of the awards are Verve.