Home  › Media › Mobile
mobile-video-view

MediaCom and Google Collaborate to Develop a Mobile-First Mindset

  |  August 5, 2014   |  Comments

Global media agency MediaCom has teamed up with Internet giant Google to create a mobile-oriented training program for the agency’s employees. This move indicates the growing importance of mobile advertising.

As mobile is attracting more and more ad dollars, an increasing number of agencies have started to educate their employees on best practices for mobile. Recently, MediaCom did just that, partnering with Google to customize a training program for the WPP company's planners and strategists to enhance their mobile expertise.

The new program, called Mobile Ignition, will cover both the new opportunities that mobile offers and an in-depth understanding of how mobile fits into a multi-channel communications plan.

It will also include how to use Google Analytics, as well as how to select the best channels and mobile techniques for clients by using Google data. MediaCom's mobile planners, buyers and strategists in core markets are expected to complete the course by 2015.

Although some agencies have already integrated mobile into a more comprehensive digital marketing training package, MediaCom seems to be one of the few agencies that offers employees mobile-specific training.

Perhaps this move makes strategic sense for MediaCom, as mobile has been evolving. During a mobile breakfast discussion hosted by Nielsen and The Advertising Research Foundation last week, Ken Lagana, senior vice president (SVP) of sales, entertainment, sports and news at CBS Interactive, referred to industry reports that mobile will account for approximately 10 percent of advertising bugets in general at the end of this year.

And Raymonde Green, vice president (VP) and director of media activation and partnership at DigitasLBi, noted at the session that although few brands today consider mobile as a separate ad practice, more and more have incorporated mobile into their overall digital marketing strategy.

Obviously, MediaCom has spotted the opportunity in mobile, and has been ambitious in the mobile space. But will this training program give MediaCom a competitive edge over its agency peers?

Ben Phillips, global head of mobile at MediaCom, says, "Pooling expertise from within the group and leveraging the mass market insights from our partners give us a leading edge," indicating that through this program, MediaCom wants to position itself as "the most mobile-aware media agency globally."

According to Phillips, MediaCom will launch this training programm globally and will improve it for local market nuances in the coming months.

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. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

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.

WEBINARS

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...