Corporate awareness of mobile advertising is growing in the new year, according to a group of executives speaking at the Mobile Media Summit 2013.
This year will see mobile ad agencies evolve the way they use the mobile platform for advertising. Things like branded apps and a better understanding of the way the industry works are starting to bring major brands to the platform, according to the executives.
"2013 was the year that some of our clients took their fingers out of their ears and got serious about mobile," said Mindshare Managing Partner Alexander Ouvaroff during a panel at the summit in San Francisco.
Brands are starting to discover the importance of mobile advertising, according to executives like Ouvaroff. Things like branded apps are beginning to see more frequent use in brands' advertising toolbox and interest in the platform is growing as a whole.
During the keynote for the Mobile Media Summit, group founder and chief executive Paran Johar reported that over 75 apps are downloaded on a smartphone during its lifespan.
Companies in industries like banking also see a large user base using mobile apps. According to a recent study by Juniper Research, over one billion consumers will be mobile banking within four years.
The growing uses of smartphones have added to companies' ability to use mobile as a form of powerful advertising. According to the panel's speakers, things like branded apps are a great way for businesses to create brand loyalty and awareness.
"A mobile device has a very personal usage," said senior vice president of mobile at Digitas Chia Chen during the panel.
While mobile is a growing platform, the experts at the summit say that to get the most out of mobile advertising you need to use it in conjunction with more traditional channels.
According to the panel, many companies are still neglecting their mobile space by not integrating preexisting platforms with things like branded apps.
Tapjoy's vice president of sales Geoff Hamm said during the panel that leaving your mobile advertising on an island is a surefire way to diminish its chances for success.
"The greatest success stories we've seen [in mobile] is when using other channels. Your TV, web, and in particularly social," Hamm said during the panel discussion.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014