/// Mobile Trends for 2014 at ‘Mobile Monday’ with Condé Nast and Medialets
(Hal Danzinger, VP of Digital Products and Platforms, Condé Nast)
The year of 2014 is expected to bring about revolutionary changes
The year of 2014 is expected to bring about revolutionary – yet long-awaited – changes to the mobile advertising industry. At the January 27th Mobile Monday event, mobile trends for this year were at the forefront. Experts on the space included Eric Litman, Chairman and CEO of Medialets, and Hal Danziger, VP of Digital Products and Platforms for Condé Nast. The professional taking on the role of interviewer was Andrew Whiting of Solstice Mobile.
Litman began the evening by speaking to the economic inefficiencies that currently exist in the mobile advertising space. According to Litman, traditional Internet metrics don’t work for mobile success tracking due to several reasons, including the fact that cookies aren’t as readily available, mapping between different operating devices is clumsy (as mobile is “sandboxed” from talking between platforms), and there is no equivalent for efficient retargeting. All of these barriers are culminating with the collision of entering into an economy that’s burgeoning to shift economic value from the traditional digital space to the mobile world.
In turn, Litman did point out that there are a few tactics to weave around these mobile inefficiencies. Facebook is brilliant for advertising across platforms because it is tied to individual user IDs. Most of the time, Facebook visitors are logged in, which in effect creates a prime advertising profile. Statistical modeling can also be derived from information off of mobile devices’ operating systems. The tasks associated with mobile usage are insightful for user behavior and can be applied to monetization efforts.
“Mobile is becoming less about a device and more about people.”
Mobile usage is not purely a statistics game, however. Litman illustrates that while the tech-savvy consumer is becoming expectant of a seamless experience between desktop and mobile, the needs of an individual consumer are subtler. For instance, user requirements differ between home and work profiles. A standout statement from Litman’s time on stage: “Mobile is becoming less about a device and more about people.”
As Litman presented the technical aspect of the mobile advertising landscape, Danziger of Condé Nast introduced the perspective of the publisher to the conversation. Native advertising plays a big role in the Conde Nast business. The borders between content and advertising are blended successfully if done correctly. However, it needs to be clear to the audience that it is paid content. Danzinger made sure to explain that they are not in the business of misleading readers and that they draw the line at bringing editors into the native advertising campaigns.
“Storytelling is less about the multimedia aspect and more about the direct interaction with the reader.”
Danzinger went on to explore the biggest barrier to advertising distribution: the fragmentation of devices. Aspect ratios of display advertising across different devices are a pain point in the market. Not only does the content have to be rendered to be as visually beautiful across digital screens as in the print magazines, but the advertising artwork is expected to be optimized as well. This creates friction for both the publisher and the advertiser. This is a blue ocean of opportunity for the solutions provider who can tackle this mobile conundrum. Danzinger ends on the note that “storytelling is less about the multimedia aspect and more about the direct interaction with the reader.” The same viewer consumes content in different methods at different times – not all at once.
Keep the audience experience in mind at all times and the success of advertising will follow.
Author: Marley Kaplan, Founder/CEO at mkThinkTank and Talk NYC Contributor