cannes-iab

Cannes 2013 Video: IAB - Mobile Isn't a Screen, It's a Behavior

  |  July 2, 2013   |  Comments

ClickZ spoke with Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau, during Cannes Lions about the future of mobile and its large presence at the festival.

ClickZ spoke with Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau, during Cannes Lions about the future of mobile and its large presence at the festival.

The IAB hosted a panel at the Palais Des Festivals in Cannes on mobile around the theme of liquid creativity, with the goal of defining what mobile really is and how mobile is changing. The panel featured Digitas Chief Creative Officer Lincoln Bjorkman, Zumobi co-founder and Vice President of Product Design John SanGiovanni, and Foursquare Chief Strategy Officer Steven Rosenblatt.

Bager said the panel gave three different perspectives - one of the creative agency, one of the publisher, and one of the media vendor/technology company. "They all showed their view of what liquid is…and how you can reach the user in a much more intimate way with your message…[They also talked] about how you also need to change the way you work as an agency if you want to do good mobile advertising because you have to be much more in real time, much more of a user mentality," says Bager.

On the issue of challenges mobile marketers face in being creative on such a small screen, Bager says that marketers "have to think differently than you do with display advertising. It doesn't translate over to the mobile screen directly; this is a new way of doing it. I think you can do excellent brand building and advertising on a mobile screen, you just have to think differently and think about the message you put out there. At IAB we actually don't define mobile as a screen; it's about a behavior, it's about us as users moving across platforms, being mobile throughout the day and actually expecting to be able to pick up content wherever we are."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...