Are you being followed? – Mobile content and Advertising
By: Chris Ragobeer
Session: Are you being followed?March 27 3:45pm
Moderator:
- Sébastien Chorney, Interactive Media Producer and Strategist
Panelists:
- Salim Ismail, (former) Head of Yahoo! Brickhouse (USA)
- Bart Nickerson, Director of Account Management, MyThum Interactive
- David Raissipour, Product Unit Manager, MSN Mobile (USA)
- Clyde Wagner, Founding Partner, Sweet Caesar
Mobility allows information to be distributed at a faster rate because mobile devices have made it easier to consume and disseminate information. Given the current state of technology and media, what will be the next big idea in mobile content and advertising?
Sebastien delivered a presentation on the evolution of successful media distribution using different mediums:
A short history of context:
“People don’t hate advertising they hate bad, intrusive and annoying advertising”
He uses the following contexts to form his discussion:
Context 1.0: Print
Context 2.0 : The web
Context 3.0 : Mobile
Where will the future lie? Some of the suggestions that were posed were social networking, multi-player gaming and multi-platform extensions of brands.The panelist discussion started off with the biggest challenges with Location based services, that being geo-coding and user security.
Example of best LBS application includes a service that pushes relevant information, at the time and place the user needs it. Internet has been highly corporatized where the mobile space has the ability to become the open space just like the internet was when it first began.
A great comparison between advertising and coupon discussion : people don’t like advertising, they want what they want.
The discussion was a hybrid between advertising and LBS. Mobile device is a very personal device and being intrusive to the user will have negative impacts on what the user wants to receive or be pushed to them.
People find that they are bombarded by too much advertising when they don’t get any value out of it. One ad can be too much when it’s not relevant. The key to mobile content and advertising is providing value to the user. The companies that can do this successfully will be the biggest players in the market.
Ending thoughts on the future: data plans falling, more smart phones, more videos and sound, bringing awareness to Location based services , giving users the control on their privacy.
