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Maddies 2017: How to overcome the challenges of mobile advertising

09-October-2017
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Maddies 2017: How to overcome the challenges of mobile advertising

With 'mobivity' or 'mobile creativity' as its central focus, Maddies, exchange4media group's annual awards property which honours the best work in mobile advertising is back. With mobile fast becoming the preferred screen - creatives on mobile are becoming increasingly important to grab the fleeting attention of the consumers. Personalisation, short form videos, and the agility to adapt to the fast changing scenarios can define a winner in the mobile marketing world. Maddies 2017 will put the spotlight on a few broad topics of mobile advertising like using mobile-rich media, differentiating between mobile web and mobile app adverts to the best practises in creating a mobile video that overrides all other media.

Our esteemed jury has taken a look at the entries this year and is impressed by the advances made in the field of mobile advertising. The jury discussed the challenges of this medium and how advertisers can overcome the limitations of the medium.

One of the key points that the jurors made was about mobile beyond app. “Thinking of mobile beyond app is critical as we need to solve discovery, consumption and engagement for diverse market like India. Designing for next billion users operating across multiple device, data scarcity and fluctuating bandwidth is key. This needs to factor multilingual, secured, interactive, hyper personalised and AI-powered experience. This is a more complex balancing act than anything you can imagine,” said Deepak Sharma, Chief Digital Officer, Kotak Mahindra Bank.

The balancing act will need to leverage technology without becoming a slave of the tools. “Most of the creative work done for mobile advertising, seems to be in awe of technology. It needs to focus more on its actual purpose - that of triggering consumer imagination,” felt Aditya Save, Co-Founder, Agilio. He added that the real challenge of mobile reach is not of numbers, but of the sheer diversity of consumer segments. “Brands can only tap the real potential of mobile reach in India, if they can also fathom the multitude of consuming classes.”

One of the main concerns that jurors voiced was that of creating memorable ads for this medium. “While mobile phone penetration is fast growing in Asia and, in some countries, nothing short of a cultural phenomenon, mobile phones appear to be used as little more than a functional device with not as much brand play as more established markets. We don’t tend to create the kind of mobile ads that people remember, or even look forward to, the way they might with a John Lewis Christmas campaign. You can have a high-impact or really creative format on desktop and still let the user access the content at the same time. But within mobile, really, to get a good experience, it has to be full screen, and that overlays everything the user is doing,” said Dhiraj Soni, Head PC Marketing, HP India.

Soni added, “Sometimes I feel that we are making it worse on mobile, by continuously giving the creatives new tools and new formats, which puts the focus on those rather than the creative itself.” He said that brands should be on the lookout for three key trends to take mobile advertising to the next level. “Retailers that take advantage of mobile payments with a branded app have a unique opportunity to bolster loyalty by improving the shopping and checkout process as well as utilising rewards and customized product offers based on user data. Retailers and brands not offering mobile payments are currently missing out on this unique opportunity,” he said. The key for the future of VR will be in understanding and meeting the needs of consumers, and incorporating VR into their personal and professional lives, he said. Adding that retailers and manufacturers must understand the real-life uses of wearables and continue to tap into the trend of health and fitness monitoring.

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