Mobile World Congress 2014: 5 trends in mobile advertisement sphereMay 30, 2014
Marketing Week site made a list of 5 key tendencies of the year in the sphere of mobile advertisement according to the Mobile World Congress 2014.
Marketing experts develop mobile technologies for themselves
A big number of marketing experts who took part in Mobile World Congress 2014 and worked out of mobile sphere emphasized the increasing impact of mobile technologies on their activity. Coca-cola brought 15 of its marketing specialists in Barcelona, Unilever also has its powerful marketing team. Moreover Unilever held special event where the representatives of Twitter, BBC и Walmart made a speech.
The announcements that were made by the brands like these showed that there was a change in such sphere and mobile technologies take an important place in media plan.
Unilever made a progress in its initiative of digital marketing incubator Go Global and chose 7 start-ups, connected with marketing technologies in order to invest in them. As a result, instead of rely on agencies the company is going to create “new marketing platforms”.
Telephone producers choose the golden mean
Smartphone producers who took part in the exibition showed that generally they lost the battle with Apple (which doesn’t participate in MWC) and Samsung (which announced about launching Samsung Galaxy S5 in the course of the conference) and focused on the “golden meal”.
In the course of the exhibition Motorola didn’t present any new device, but held the evening event where it told about its strategic direction after the buying of Chinese company Lenovo (the price of the bargain is $2.9 billion), which create phones with “perfect correlation of price and quality”. Rick Osterloh from Motorola added that he is sure that the days of smartphones which cost 650$ per device are numbered.
Nokia also started working with Android having launched the line of inexpensive telephones Nokia X, targeted at developing markets and capable of liquidation of the decline in output. HTC also launched 2 inexpensive smartphones - Desire 816 and Desire 610 and claimed that it “sees a number of possibilities” in a mainstream diapason. Sony and LG also showed their inexpensive smartphones within the framework of the exhibition.
A shift to the sphere of native advertisement
The participants of Mobile Media Summit (one more event within the framework of the exhibition) told that their strategies in the sphere of mobile advertisement displace from pop-up windows and banners to more native forms of marketing.
According to the experts’ opinion this is happening because the cintent of the native advertisement for mobile devices is “better”, than small banners.
According to Mollie Spillman from Yahoo native advertisement is suffering from “misunderstanding in mobile sphere”. Spillman suggest marketing experts who are doing native advertisement for mobile devices pay to the context the same attention as to the content.
“Heads of marketing departments still think that screens of mobile devices are too small for serious creative while TVs are becoming bigger and bigger and it is easier to watch advertisements on big TV screens. This philosophy should be changed because marketing experts have had experience in mobile sphere and they know that what can be done in such sphere”, - she said.
Facebook gives the agenda to social networks, but the operators will hardly like this
The founder and CEO of Facebook Mark Zuckerberg told about his strategy at MWC. His time on the stage he used for telling about the initiative of Internet.org the aim of which is to offer an interntet access to every person in the world by the means of decreasing the cost of it, escaping from disadvantages in the networks or by means of free access to mobile internet in the developing countries.
Zuckerberg said that he would like to create a service which allows the inhabitants of the developing countries to get free access to basic information – the cost of foodstuffs, social networks, messages, weather forecasts and Wikipedia – for one click. He compared this service with 911 department in the USA and he thinks that Internet.org should become “a phone number of the internet”.
At MWC Zuckerberg came to provide himself support from operators’ side who can put this service into action and claimed that Internet.org needs “3-5 partners” to start the work in the nearest year. It is also probable that Facebook will try to thrust the operators free access to the mobile data of WhatsApp which company bought for $19 billion.
Carry technologies will be everywhere in 2014
Galaxy Gear Fit by Samsung stressed an increasing appetite to carry technologies and was awarded as “The best mobile device” on MWC.
Almost every brand producing mobile technologies presented some kinds of carry devices on the exhibition in the way they exist and also as a concept. Sony showed its SmartBand, Huawei launched TalkBandB1, Motorola and HTC promised to launch such kinds of devices next year.
Telefonica announced that it signed an agreement with Samsung, Sony and LG about the integration of its applications (smth like TuGo) in carry devices and claimed about its readiness to complete agreements with other companies, content providers and fashionable brands in order to prove that carry devices have commercial profit.
Mobile advertisement network Millennial Media forecasts that the amount of advertisements on carry devices will increase to 947% in 2017. Nevetheless, this sector hasn’t become a mainstream yet, but if big brands support carry technologies, then the popularity of them will grow in 2014. iWatch by Apple can only support this growth.