Mobile marketing is pushing new standards in the industry say The Drum Marketing on Mobile Awards judges. This year, the Best Use of Location Based Services category stood out for the judging panel. M&C Saatchi Mobile EMEA commercial director, James Shepherd, said that location advertising on mobile has become much more sophisticated in recent years.
He added: “Simply serving an ad to someone because they were near a store used to be the norm, but proximity to a retailer does not signal purchase intent. It was good to see several examples that used historical location, competitor conquesting and behavioural data as proxies for intent.”
"It has certainly been interesting to see how different companies are leveraging location to build audiences, to drive footfall and to create unique synergies between the offline and online world," said head of Mobext, Patricia Lopez. "There's also been quite a lot of unique mobile first creatives, and good to see how we have evolved from using just TV assets and placing it on mobile to come up and design unique features that are bespoke for mobile and are now making impactful results."
The finalists for Best Use of Location Based Services include: GroundTruth and Mobext for Domino's UK; Weve for Carat & Gordon's; GroundTruth and Vizeum for Timberland; Verve for Netflix; GroundTruth and Manning Gottlieb OMD for Renault UK; Fetch – Dentsu Aegis Network and Shop Direct for Very.co.uk; BlisMedia Ltd for Bacardi, OMD UK and Blis; S4M and Factual for Pernod Ricard and Oath UK for Jack Daniel's.
Other areas that stood out for the judges included integration, innovation, ROI and use of data.
Chief strategy officer at Nimbletank, David Skerrett, said: “Mobile is a river not an island – it runs across touchpoints, channels and organisational silos to create new opportunities to innovate. Mobile in isolation isn’t as effective as mobile as a connecting tissue. The wisest entries demonstrated how brands can therefore create business impact led by customer experience and smart marketing, all powered by data and insight."
The finalists for Best Use of Data include: Spotify Ltd, AMV BDDO, ZenithOptimedia Ltd and MediaCom for Mars (Snickers); Weve for Carat & Gordon's; M&C Saatchi Mobile for BAND; S4M and Factual for Pernod Ricard; Taptica for YEAY and Mobile Journey for Action.
Chairman of the judging panel and founder of Too Many Dreams, Stephen Jenkins concluded: “The judging has been very enjoyable and there's been a healthy debate. When you do the first round on your own you are debating by yourself around what good looks like, what effectiveness really means, how innovative something is.
"So, to get into a room with more diverse range of skill sets and backgrounds, you can really start to dig into the detail of how effective and how award win worthy these campaigns were.”
The awards are sponsored by Verve Mobile.