Why Mobile Marketing’s Potential is Crystal Clear
Big Mobile’s Graham Christie quizzes PwC Australia’s Megan Brownlow about where mobile is headed.
Megan Brownlow is one of the most knowledgeable and influential people in media in Australia, and especially at this time of year, she has her hands really and truly on the pulse of the media and marketing sector as editor of PwC’s Annual Media and Entertainment Outlook, just newly published.
In PwC’s Annual Media and Entertainment Outlook report, you speak to stakeholders right across the broad media industry, and mobile seems very visible to all. What sort of mobile themes stick out as new or different?
Three quite contrasting things. The first clear theme relates to measurement. The potential for mobile is absolutely crystal clear, but how to measure its impact is unclear, this is a stumbling block for some. Mobile is being taken very seriously, so it’s a source of frustration that industry measurement is not yet here. The second theme is that consumers are now looking for more seamless experiences across mobile and tablet, and are looking to the industry to deploy solutions that assist this, for instance single sign-on access arrangements. Finally, within the marketing department there’s shifting attention and investment from paid (mobile) media, to also owned media, with marketers really seeing mobile as a marketing asset, not only an advertising one.
How would you characterise the willingness of digital marketers to exploit mobile?
There is clear, strong willingness to pursue mobile, and although there is some tension in client organisations between for instance the CIO, and the CMO, there is evidence of greater attempts at collaboration taking place to take a broader view on Mobile.
How would you characterise digital marketers capabilities whether in-house, or supported by partners, in exploiting mobile?
We’re seeing an eagerness for organisations to build mobile capabilities at a management level, but there remains a role for trusted advisers who have greater technical knowledge or have rare skills sets. This can be both individuals and companies, and it’s difficult to see how this will change in the medium term given the sector’s growth and complexities.
What historical challenges do you now feel are being overcome?
The mindset of organisations is that mobile is mainstream, so the challenge of ‘why’ mobile has been overcome, that is clear. So whilst some remain fearful, and some others enthusiastic, practically everybody is on the spectrum of mobile now being a must.
What are the most important challenges you see in the medium term?
The most important challenge for all is talent, the lack of it, retaining it, and avoiding the disruption when it gets poached and walks out of the door. There has been quite a churn in people and specialist companies over the last few years and although this is a function of a young but maturing sector, it’s affects all.
Is the prevailing client/agency structures and relationships a help or a hindrance to growing mobile as marketing channel?
Structures seem relatively fixed so seem unlikely to change in the near future, so I think the industry needs to alter fee models and what is being asked of service-side companies, then remunerate differently. For instance, to pick up on the earlier topic, if marketers are seeing mobile as a broader marketing asset, then remunerating on a media buy transactional basis is limited, with alternatives being more around marketing strategy or customer outcomes.
Why is digital comparatively undervalued and mobile more so, whilst traditional media is said to be “overpriced”, is it simply supply/demand or more nuanced? And can this change?
I think these sorts of comparisons are not useful as in many ways mobile’s real strengths in the marketing mix, be that geo-location or real-time, are largely untapped at scale. A valuation that contrasts CPM’s across channels serves only one purpose and probably not mobile’s as we need to develop mobile beyond that dimension.
Should the mobile sector be worried or empowered by the dominance of Google and Facebook?
I do understand the concerns that dominance by very powerful players generate whether that’s in digital marketing or elsewhere. What should be remembered is that Google and Facebook disrupted some very significantly entrenched traditional models. What they have injected is a more customer facing, big investing mentality, that’s focused on creating good products.
Where is the Mobile market heading (spend) in the next few years?
In Australia the Mobile Advertising market we forecast to grow from $468m in 2014 to reach $835m by 2018 recording a CAGR of 19.6%.
How does that size and growth compare internationally?
That’s obviously pretty healthy growth, but is very comparable internationally.
Lastly what’s the one recurring word on the lips of those that PWC spoke to about mobile?
The goal is mobile marketing.
My thanks to Megan for sharing these insights and thought starters.
Please login with linkedin to comment
Cole Influential Brands Internet Radio Ipsos MasterChef Australia Project Clever Buoy s AppleLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.