We’ll explore the biggest growth opportunities in mobile today and how to overcome the barriers that prevent user adoption, engagement, and monetization.
- Attribution and transparency of mobile media buying (see talking points)
- Targeting and recognizing mobile users (see talking points)
- Advertising formats (see talking points)
- Game monetization (see talking points)
- Analytics tools & strategies (see talking points)
- Wearables (see talking points)
- Infrastructure for the enterprise app (see talking points)
- Local mobile commerce (see talking points)
1: How can the mobile ecosystem gain transparency and more accurately attribute conversion for ad campaigns?
The mobile advertising industry still has a “Wild West” feel to it, with hundreds of ad networks and agencies competing to claim conversions. Feuding and fickle platform standards (Apple’s IDFA, Google’s AID, etc.) and blind ad exchanges are providing little transparency for advertisers. Mobile marketing spend will continue to increase over time but only if advertisers clearly understand the ROI of their mobile campaigns.
- What are the most effective ways for advertisers to monitor then optimize mobile marketing spend and channel distribution?
- What can be done with mobile ad identifiers on each OS, and what are the most accurate ways of tracking conversions?
- How can the mobile industry work around the big OS platforms and app stores to get the information they need to inform advertising decisions?
- What are the biggest barriers to understanding multi-touch attribution? What tools/approaches can help advertisers with this new approach?
- What are the various players of the media buying landscape doing to improve transparency and limit practices like arbitrage and “daisy chaining” of media buys?
- What are the biggest industry changes/trends that will affect marketers’ ability to track mobile attribution over the next 12 months?
2: What are the best ways of delivering effective targeted experiences on mobile devices throughout the lifecycle of a consumer?
Mobile makes available new data about the users and their context, that can be leveraged to make a message more relevant. It allows advertisers to leverage a new screen, with its own behaviors and rules for engagement. But reaching the right user at the right time on the right device requires to keep up with fast-evolving technologies.
- How data from DMPs like Acxiom, Datalogix, BlueKai, reach from companies like FB or Google, and technologies like GIS can enhance targeting and retargeting strategies?
- In the absence of cookies, what tools can be used to effectively target and retarget users across mobile apps, websites and devices?
- How accurate are the targeting approaches based on statistical assumptions like Drawbridge’s, as opposed to deterministic tracking of the user?
- What are some of the best ways to approach different types of campaigns, between ads that drive app installs vs. brand advertising vs. driving m-commerce?
- How is location playing an increasingly important role?
3: What are the most effective ad formats for app developers and media publishers?
The new interfaces of mobile devices are forcing publishers to adapt, and turn to novel ad formats to monetize their content across underlying platforms that also work differently from the web.
- How are developers seamlessly integrating contextual advertising into mobile experiences, making ads an integral part of the user experience?
- How can we create relevant mobile advertising experiences that simultaneously engage and delight consumers while delivering for advertisers?
- What does the future of advertising look like on the mobile web? What will it take for mobile web impressions to catch up to in-app advertising, or convert mobile traffic to apps?
- Which formats are best suited for each user experience, and yield the best eCPM?
- Will video draw big advertising budgets from TV to mobile?
- Native, interstitial, in-stream, incentivized downloads, coupons and rewards, in-app virtual goods… what is the right mix to monetize mobile traffic?
- How are the expectations of users and their propensity to pay varying throughout their lifecycle, across genres, and how to read the right signals to best segment and optimize LTV?
- How can tablets deliver yet a different type of ad experience compared to phones?
4: What kind of monetization strategies are working for game apps and what can non-games developers learn from these strategies?
Games are strong drivers of the mobile economy. As the games ecosystem gets increasingly crowded, both large and small game studios are refining their monetization techniques to sustain the growth. How is the monetization landscape changing for mobile games vs. non gaming applications?
- Paid apps, videos, cross-promotion, in-app virtual goods, real world rewards, native ads… Which formats work best for which types and genres of games
- How can publishers claim control over the ad experience, keep the user experience positive, and still deliver value to advertisers that maximize revenue?
- How are the expectations of users and their propensity to pay varying over time, over their lifecycle of game play, across genres?
- How can games developers interpret the signals they receive to best segment users and optimize LTV?
- What can non-gaming companies learn from the ways games developers are monetizing and engaging users?
5: What are the three or four best analytics strategies for improving a mobile product’s user engagement?
Data about how a mobile app (web or native app) performs can be used to make the product better, and thus more effective at monetization.
- What are the leading tools developers can use to measure engagement, tracking things like user swiping and clicking and other actions, and then responding automatically to boost engagement with things like in-app messaging?
- What specific strategies to detect and prevent churn, in order to improve conversion? What patterns should be tracked?
- How must these tools evolve to ensure consistently positive user experiences on apps that are growing more complex?
- What is the gold standard in measuring user retention and engagement?
- How important is the need to segment users, in order to treat them differently according to their needs?
6: Wearables: What will be the state of the wearables industry next year, and how will marketers need to interact with wearables to achieve growth?
Digital experiences are reaching beyond mobile phones and tablets to wearable devices. Connectivity will enable information to flow back and forth between consumers and their environment, and marketers will need to adapt to the new form factors.
- How can we leverage the new types of data that are being generated by wearables – like location, context, and personal awareness – to further user engagement and business growth?
- What are the best ways to incorporate new screens — such as those on wearables — into a seamless and scalable mobile strategy?
- Where are the other untapped opportunities for advertisers to leverage wearable devices?
7: What infrastructure is needed for B2C enterprise companies to serve thousands, or millions, of customers over mobile devices in an engaging way?
Mobile apps for large companies require a whole new thinking around architecture and delivery, from real-time analytics to cloud architecture, caching, API integration, and full instrumentation.
- How exactly do enterprise companies need to design their back-end to ensure the proper engagement and immediacy necessary to please customers over their lifetime?
- What are the interfaces and underlying technologies that decrease friction, and keep consumers engaged?
- What are successful apps doing to support content management efforts on the front-end, while offering support on the back-end to track engagement and results?
- What else should developers be thinking about differently when designing mobile experiences that target massive audiences?
- What can we learn from disruptive new services like RelateIQ, Boxer, Mynd, Easilydo, Google Now and Humin?
8: What are the biggest opportunities for achieving growth from local mobile commerce? And how does “attribution” work in this setting?
Mobile technologies are enabling businesses to engage their customers locally — including understanding context, intents and expectations.
- How are customer expectations changing about the services that they can get on their mobile phones while at the store, commuting, traveling?
- From frictionless payment, to local search, to loyalty and rewards, what are the opportunities to improve touch points with mobile customers in their physical context?
- How can adding mobile touch points help businesses better understand what drives consumers to their business? How does discovery and search work and what can businesses do reach customers where they are located?
- What are the most effective ways to engage Mobile Millennials? Will future generations continue to demand their own tailored retail experiences?