NEW YORK: Mobile marketing campaigns are now capable of reaching meaningful scale, overcoming a long-standing concern regarding this channel, according to a leading executive from Heineken.

Ron Amram, Heineken USA's senior media director, discussed this subject while speaking at the Association of National Advertisers' (ANA) Mobile First, Mobile Everywhere conference

"Mobile now has scale," he said. (For more, including further tips for successful marketing via this channel, read Warc's exclusive report: Four "mobile truths" from Heineken.)

"When you look at your campaigns, you can actually go completely mobile and still be successful with your campaigns, or just leverage mobile to build broader scale with your campaigns."

One reason for such a trend is that the usage of properties like Facebook and Twitter has moved substantially in this direction.

"You're still seeing dramatic increases in mobile usage. So you have massive scale on the mobile side, even for existing digital platforms which really sit in both camps.

"And what you're finding is that it's because of the engagement and the preference people have with the mobile experience.

"They're going to go to mobile-first. You have to think of all your content in a mobile experience, on a mobile screen, before you think about anything else: before you think about digital; before you think about television."

Newcastle Brown Ale's spoof campaign for the 2014 Super Bowl and a Heineken effort starring comedian Fred Armisen – two digital-only initiatives – both saw a significant share of views from mobile, he reported.

"What it really boils down to is that mobile can have an impact at any point of a consumer's experience with a brand: whether it's at the very beginning at the top of the purchase funnel or all the way through the bottom in terms of driving purchase."

"The size of the screen and the personalization that mobile has, the clean experience that brands can engage with content and the incredible targetability in mobile because the device knows you and is incredibly personal … makes it potentially the most powerful marketing platform ... that any consumer or brand can leverage."

Data sourced from Warc