On November 14-15, The ARF led the “Mastering Mobile Marketing” Conference at Facebook Headquarters. Here are some of the key takeaways from the event:

Keynoter Eric Zuncic, Crispin Porter + Bogusky, asked,
How is mobile transforming your marketing?:

  • New tools in geo-location, hyper-targeting, and validating consumer IDs make it easier for marketers to get the right message to the right consumer at the right time
  • Given the positive ROI of investing across platforms and the power of great mobile creative to build brands in the brain, the mobile marketing transformation has only just begun
  • But more and more consumers are raising a middle finger to block digital ads. Consumers want more control and more respect from advertisers
  • How can you orient your message so it inspires consumers to talk to each other; not just us talking to them?
  • Be customer-centric. Help explain how the purchase makes the consumer a better self

Drew Lipner, Millward Brown, discussed insights from winning mobile marketing campaigns:

  • Be emotional. You don’t have as innately captive an audience on mobile vs linear TV
  • Link to social responsibility and impact. Users are not on mobile for entertainment alone and heavy mobile user psychographics tilt toward more socially responsible attitudes and values
  • Leverage mobile innovation. What are the animations, experiences, personal engagements that are unique to mobile that cannot be replicated on mass TV?

Leslie Wood, Nielsen Catalina, discussed attribution:

  • Nielsen evaluated 1,400 campaigns for 450 CPG products that employed linear TV, magazine, mobile, display and digital video
  • Mobile was most effective on a gross impression basis. Incremental sales per impression (000) was $26.52 for mobile vs. $23.48 for digital video and $20.56 for linear TV

Lindsay Rutter, NBC Universal, and Rolfe Swinton, Reality Mine, discussed using viewing data from Olympics enthusiasts:

  • Mobile was more often a companion device than a “when TV was not available” device and its role in the mix was enhancing viewing, adding context, and filling the gap when attention span fails or falls
  • A note of caution. If the TV switches to a commercial break, the focus can shift to mobile. That shift may not necessarily be to advertisers-supported content

Editor’s Note: a series of infographics are provided in the article. These Athletes and Brands Created the Most Social Buzz During Rio – via Adweek (sources: Pixability and OMG)


Pixability, a video ad platform, looked at how sponsors’ videos scored across YouTube, Facebook and Instagram. Additionally, OMG examined the impact of social media mentions. “The conversation is always on, before, during and after these events,” said OMG’s Darrell Jursa.

Access full article from Adweek

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