Mobile Soundbites from OMMA Media Post London Panel April 2014

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Soundbites from a panel called Channels, Channels and More Channels, which focused on mobile and video content, I was on in April 2014. More on blurb.wordpress.com

Soundbites from a panel called Channels, Channels and More Channels, which focused on mobile and video content, I was on in April 2014. More on blurb.wordpress.com

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  • 1. London,  April  2014.   By  Nicholas  Gill  @nicholasrgill.   Planning  Director,  Doner  London.   Notes from OMMA Mobile panel 02.04.14. Soundbites.!
  • 2. The Panel was called Channels, Channels and More Channels and asked a number of industry “experts” to discuss what this meant for brands, specifically regarding the mobile channels and video. Watch full stream 45 minute video here: http://www.ustream.tv/recorded/45673900
  • 3. Why has mobile on video taken off? ! Fundamentally, we like to be entertained. That’s why there’s an enormous drive to be on the viral (even though the word viral makes us sick a little in our own mouths) video charts and the ease of a mobile device and the associated wireless technology has accelerated that. ! And of course while we can create lots of content, it has to be relevant content for the brand and the people watching it.
  • 4. Mobile First ! While mobile is undeniably important, it has a role in the jigsaw. And different content, and channels, play a different role dependent on what a consumer is looking for. TV still drives huge awareness but a journey beyond that into a mobile or a tablet is discretely different and video content allows people to discover more on these devices. Your content strategy is important, it’s not about putting your TV ad on a mobile device.
  • 5. Working  beBer  together.   Today’s  objec-ves. Mobile First ! People want different things at different stages in their journey and where the traditional funnel is no longer applicable, it forces brands and agencies to create more content to cater for an expanded journey across multiple devices. It also forces the production of the content for mobile devices upstream: a tablet edition of the Times requires a great deal more effort, planning and delivery than a simple banner ad.
  • 6. Responsive Design ! What we have learned is that people do not want to spend as much time or give you as much information on a mobile form versus a PC based form. You also need to re-design to suit the device (and it’s capabilities) to take account of the input mechanic. This can cause tension with clients who insist on replicating deep data entry forms across all devices. Make it easy for the consumer.
  • 7. User Generated Content ! There’s always a tension on releasing and policing the brand. Embrace the good stuff that happens and provide the tools as appropriate. But try not to make it too complex when you ask for involvement. Brands ask people to do too much even when there is a huge brand engagement level.
  • 8. Dual screening. ! It’s now mainstream. Perhaps two years ago you would see will.i.am on the Voice tweeting away and there was general disgust. Now it’s a key part of the show’s content.
  • 9. Dual screening. ! How do you take advantage of it? X-Factor is always a good example of that first 3- minute break during the first live show where brands can go big. It’s our SuperBowl moment because you have a huge audience for appointment to view TV. Yeo Valley Farmer’s is still a great example of the SuperBowl style ad and then super social activation around it in terms of content, engagement and re-mixing.
  • 10. Mobile is not just about apps or ads. ! Twitter is predominately mobile and as such, we’re trialling new tools like Twitter’s Lead Gen cards which have driven over 25% of leads in a client test last year. And because the data is digital, we’re able to learn very quickly and switch media spend or dial it up in near- time.
  • 11. Advertising fatigue. ! The 30’ spot became so ubiquitous we had to re-invent it and dial up the creativity. Digital banner ads are in that same place. Mobile is in danger of going the same way. It could become mobile banner blindness. ! It’s not about being always-on, it’s about being always relevant.
  • 12. One thing you would say to a client wanting to use mobile? ! Make sure it fits with the bigger picture. i.e. get the strategy right first.
  • 13. Nicholas Gill
 Planning Director
 ngill@doner.co.uk @nicholasrgill Further information.