1. Mobile has been one ofthe biggest drivers of changein the media landscape in the last decade.How
canadvertisers make the most ofnew consumer’sbehaviourdriven by mobile?
Ina mobile-first world,users expect answersat their fingertips.They turnto the closest device to make
a decision, discoversomething new,or get something done. The use ofmobile device has incrementally
evolved but still is very different per user andgeneration: This is one ofthe effects ofa more fast-paced
lifestyle where the user is ultra-connectedto the World Wide Web. Social, TV, OOH,Radio and other
types of media have to be adjusted andmoulded in the new waysusers consumethe contenton-the-
go.In this essay, we will go throughmain areas torespond to the question:measurement &insight,
new targeting method, contentandfinally how agencies should adapt.
Nowadays,connectingthe dots arounduserbehaviour foradvertisers seem tobe more complicated
than ever includingthousandsof data points.Micro-moment analysis is necessary foradvertisers to tell
a single storyacross channels,devices and format.Forinstance, behaviour ofmillennial generation is
specific,starting the day by checkingmobile within 5 minutes after waking up,less than5 minutes
before goingto bed and over 20 times a day: this is the smartphone revolutionand the number of
available services throughmobile app have exploded suchas Facebook,Twitter and WhatsApp.Last
year, Alibaba announcedtheir sales recordof £9.4 billion forSingles Day and 73%of the purchase
occurredonmobile withinthe first hour (BBCbusiness,2015).
The technologyin measurement has improved allowing to define behaviour whichis extensively usedin
targeting criteria formedia campaigns.Advertisers are, in practice, able to follow usersacross devices
and multiple channels.Recognisingand targeting a uniqueuser to create the best brand experience at
the right time in the right environment is executed throughData Management Platforms and login-
based targeting whichcollects Cookie IDon computerand Device IDon tablet/mobile: this is
deterministic targeting and it uses over a thousandsofdata points.Big companies like
Facebook/Apple/Amazonaremovingtowardsareas beyond their traditional specialism and expanding
their services so they can attract more people usingstronger packages,collect data and ultimately sell
it to advertisers. Forinstance,I have recently worked withConversantbeing originally a large CRM
company.With new technology(DMP),weare able to follow a nicheaudience acrossdevices and
channelsresulting a higher amountof conversionandidentify opportunitiesin look-alike audiences.
However,targeting method has its limit and intrusiveness is in the centre ofdiscussionin advertising in
addition to ad blocking (mainly onvideo): this is the effect ofthe overuse ofsmartphone especially on
public transport, watchingTV,eating at restaurant or talking to friends (Deloitte ToucheTohmatsu
Limited (“DTTL”),2016).
Whilst targeting is key to find the right audience, contentis and still king. Brandstrategy needs totake
into consideration the shift fromdesktop to mobile traffic in order to create more engagement with
simple content.These days, majority of the contentconsumedonline is photo &video rather than text
particularly on social networkdue to the nature ofthe environment. Facebookis the world leader in
photopublishing taking 2 clicksto post a pictureand Snapchatusers sharing millions ofvideos per day.
Mobile appis an easy method to accessthe content and users wantto consumeeither this is a hook-up
app, social networkor gaming. Hence,the contentrelevancy to a predefined audience is important to

2. build preference andengagement via like, share and comments.However andas mentioned earlier, the
youngeraudience has become more aware ofthe intrusion ofmedia leading to anincrease ofad
blocking (AdWeek,2016).Consequently,publishershavealso evolved their traditional banner
advertising and moved to native format whichhas become successful.Thistype ofmedia being less
intrusive and appearing more consistentin the editorial layout. Additionally, it appears to be less
affectedby ad blockers as it’s recognisedto be part ofeditorial contentin the publisher CMS. The
impact ofthis type ofadvertising hasshownan increase of 53%purchaseintent compared tobanner
ads impacting the brandlift (Dedicated Media Marketing, 2013).
The changeof userbehaviour and contentstrategies have highly impacted advertisers and agencies.
Most media agencies have now tailored their services and appears to be more siloed: 78% ofthe new ad
money entering the online market was specifically for mobile in 2015whichis61.1%YoY.Hence,new
mobile specific offeringhave emerged suchas LightReaction in GroupMand Mobile5 in Omnicom. On
a bigger scale, Trading Desks are now a focusforGlobal Media Agencies,WPP invested 25Min Xaxis
technology(AdExchanger,2016)andhavealso evolved for the last 2 years with the availability of new
mobile inventory throughPublisherPMPsor Open Exchange.Through their programmatic technology,
we are now able to target usersindividually using deep data analysis (firstand third party data) and
real-time bidding(RTB).
So, what’sthe next step for mobile andadvertisers? It seems the technology will evolve even faster.We
are in an era of “Internet ofThings” in whicheveryday objectshave networkconnectivity,allowing
them to send and receive data. Users are and will be able to connectsmart watches,TVs, cameras,
home supplies and thousandsofother productstoa single device: the smartphone. Nearly $6trillion
will be spenton IoTsolutions over the next five years majority coming frombig companies and
government (BusinessInsider,2016).Advertiserswill have accessto a greater pool of data, more
complex,more diverse and dangerouslyintrusive: new ad formatswill emerge, new targeting using
geo-fencingorlocations services and better analysis tools. I believe that agencies will have torely more
onrisk, policy,E-privacy understandingand educateadvertisers to make impactfuldecisions from
planning to executionstage with an understandingofnew consumerbehaviourwhois more in control
than ever.

3. References
AdExchanger,2016. FlatteningTheWorld WithXaxisGlobalCEOBrianGleason.[Online]
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gleason/
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AdWeek, 2016.TheRiseof Ad BlockingIs ChangingDigital Marketing(Report). [Online]
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marketing-report/641940
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BBCbusiness,2015. China'sAlibaba breaksSinglesDayrecord assalessurge. [Online]
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[Accessed1511 2016].
BusinessInsider, 2016. HereareIoTtrendsthatwill changethewaybusinesses,governments,and
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Available at: http://uk.businessinsider.com/top-internet-of-things-trends-2016-1
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Dedicated Media Marketing, 2013. ThePowerof NativeAdvertising. [Online]
Available at: http://www.dedicatedmedia.com/articles/the-power-of-native-advertising
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Deloitte ToucheTohmatsu Limited (“DTTL”),2016. There’snoplacelikephone. [Online]
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