InMobi boss Jon White has made an impassioned plea to media networks to be brave and get their collective heads around mobile or run the risk of losing their key value proposition of being trusted business advisors to brands.
Continuing B&T’s fierce feedback sessions, White has joined the likes of HCF’s Jenny Williams in giving agency land a harsh assessment. White told the audience of Rubicon Project’s Australia Marketplace Summit last week that agencies and marketers needed to be braver.
Here is an edited extract of what White had to tell agencies and marketers alike:
“While advertising agencies and clients like to think of themselves as brave, traditionally they’re pretty risk adverse. We can name on one hand the brave ads, because there are normally only five to ten brave ads in any given year. Most ads are pretty safe. They follow well-researched paths. They have been researched to death and they have been pre-qualified. They go to air and we hope to god that it’s within a plus or minus five per cent tolerance of what we expected. So we’re pretty risk adverse.
“I think we need to braver in terms of doing that. A lot of the things that we’re talking to clients and agencies about is about being braver in the mobile space. Mobile offers us some unprecedented opportunities. I talked about the fact that why aren’t clients getting there yet? I guess there are legacy systems, if you think about it, outside of programmatic, outside of digital . . . there are legacy systems in advertising.
“If you go back far enough it was newspapers, then it was radio, then it was television. And desktop is the last in a long row of legacy systems and those legacy systems were [it’s] expensive to produce content, it’s expensive to distribute content, you know expensive on whole bunch of levels, whether you needed printing presses or radio stations or television stations, whether you had to have actors and cameras and crew to make all of that stuff.
“In the new world, desktop started it and mobile has certainly followed it through, the cost of entry is incredibly low. User-generated content, content you can produce really, really cheaply. It can be distributed really cheaply. It can be commercialised really, really cheaply.
“So the opportunities to do some really interesting things at low cost with high return in mobile are already there, but those legacy systems are hard to get out of.
“If you’re a big Group M or an Omnicom Group and you spend 30, 40, 50 years getting in with the television networks, or you spend 80 or 90 years getting in with a newspaper group that maybe has Rupert Murdoch on the other end of it, it’s really hard to say sorry dude we’re going to cut your budget and put it into mobile – they’re going to hurt you, because they have a business to run.
“So a lot of companies are trying to back their new growth by going into new formats like mobile. And we’re in a particular time we’re growth in the world is very low. So if marketers are going: look I’m expecting five, six or seven per cent growth this year and I was going to put most of that to mobile, but I’ve got to cut some of my other channels as well in order to make that happen, you kind of get stuck in between. I think a lot of agency groups are stuck in between at the moment.
“The big groups in particular are stuck because they’ve got lots of big deals they’ve got to honour, lots of interesting new media opportunities like mobile that they really want to take on, but they’re just trying to figure out how they’re going to get that all done.
“[InMobi] can help them overcome that, and they have to overcome that because if they don’t clients are going to start getting to the market faster than agencies can and they will lose that really important role they have of being trusted advisors to brands.
“So I think there’s an enormous challenge for us as mobile specialists to make sure agencies understand the complexities of mobile, the fact that it is different to desktop, but that doesn’t have to be scary. We need to help them to give good advice to clients as to when is the best time to get into mobile is.”
Tomorrow B&T will continue White’s exploration of the advertising and marketing landscape where he discusses why agencies are like Han Solo.
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
Today Mars Food Australia has announced that Ben’s OriginalTM rice products are available in new packaging at Australian retailers nationally. The arrival of Ben’s OriginalTM on retail shelves will be supported by an integrated campaign to drive awareness of the new brand. The “Everyone’s Original” campaign focuses on the brand’s vision of inclusivity that celebrates […]
Agnes Media has appointed former Qantas marketer Jan Consul as senior performance manager, as the independent Sydney agency continues to record significant client growth. Consul will lead the programmatic trading and social management at Agnes Media and has extensive experience in digital performance marketing gained from a career spanning the Philippines, Singapore and Australia. After […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]