Last week, Magnetic hosted our Attribution Revolution: The Mobile Series at LA’s Mr. C Beverly Hills. Our panel of industry experts discussed the mobile challenges currently facing advertisers, best practices and how the industry can help to solve for cross-device attribution. The panel included:
James Green, CEO, Magnetic
Dwight Crow, Product Manager for Direct Response Advertising, Facebook
Ed Haslam, SVP of Marketing, PlaceIQ
Nick Jordan, SVP of Product, Tapad
Paul Pellman, Head of Adometry, Google
To kick off the conversation, James Green asked panelists why mobile is important and beneficial for marketers. Paul Pellman reminded the audience that most people have a mobile phone in their pocket, and are now using that phone to interact online. “As a marketer, it’s an incredibly powerful vehicle if used appropriately, to really reach customers,” said Pellman.
For Ed Haslam of PlaceIQ, mobile is all about the data. “Mobile is emitting a constant stream of data that helps us to understand consumers.” According to Haslam, by analyzing behavior on mobile when consumers are in the ‘real world,’ marketers can start to see consumers as real people, thus allowing marketers to cultivate a much more intimate relationship.
Green then probed panelists about the difference between having a cross-device strategy and a mobile strategy. All panelists seemed to be in agreement that mobile is most effective when part of a larger strategy, and not a standalone element. “You have to think about it as part of a greater, integrated campaign,” said Haslam. To expand on this point, Jordan reminded the audience, “You’re not just marketing to devices anymore, you’re marketing to people.” And while the individual message may be different across devices, all messages need to work together to ultimately drive a consumer action.
Facebook’s Dwight Crow approached the question differently, defending the strategy of “mobile-only”. “If you’re doing brand advertising, and you have a good offline measurement system…you can do just mobile.” That being said, Crow made sure to note that if you want to implement a brand-evolving narrative tailored to an individual, you need a cross-device strategy. DR advertisers also need to be aware that consumers often start their path to purchase on one device, and end it on another. Without a cross-device strategy, marketers will miss a large number of conversions.
Panelists went on to discuss further issues and challenges, including in-app vs. mobile web targeting, how mobile has changed attribution, and the future of mobile. Watch the full panel video to learn more!
Check out the full panel video and event pictures below: