Mobile best practice: Five insights from ad:tech London

Cila Warncke

Social media aside, much of the focus of ad:tech London, a conference held in September 2012, was on mobile advertising and apps, with brands and agencies keen to share and learn how to make the most of the growing ubiquity of wireless devices. The five themes that emerged from the conference – Functionality, Technology, Media Planning, Integration and Opportunity optimisation – provide a best practice guide for brands seeking to maximise their effectiveness in the mobile world.

1. Functionality

Superb functionality attracts time-pressed consumers who have multiple information and entertainment options. Brand advertising needs to offer value through function, argued Scott Seaborn, executive creative director at mobile marketing agency XS2. One of the cornerstones of a strong mobile campaign is that it will use the unique features of the device in a meaningful way.