Mobile leader interviews from Mobile World Congress 2014

GSMA’s annual Mobile World Congress event is billed as the biggest mobile industry event in the world and this year’s event certainly didn’t disappoint.

As part of the event on Wednesday 26 February, Rubicon Project’s Advertising Automation Theatre Session featured senior representatives from Adelphic, Dstillery,  Fetch, M&C Saatchi Mobile, Somo and StrikeAd, as well as myself and my colleagues Josh Wexler, Joe Prusz, Oli Whitten and Jay Stevens.

We chaired two discussions at the event, and you can read quotes and find links to detailed interviews with some of the speakers involved below – all posted on Jack Myers’MediaBizBloggers.com.

“Mobile First DSPs—Why? And Why Now?”

Jay Sears, SVP, Marketplace Development, Rubicon Project with Michael Collins, CEO Adelphic, Gareth Davies, CEO, AdBrain, Lauren Moores, VP Analytics Dstillery and Gavin Stirrat, COO, StrikeAd.

“Ad Agencies, Mobile and the Automation Opportunity”

Jay Sears, SVP Marketplace Development, Rubicon Project with James Hilton, CEO M&C Saatchi Mobile, James Connelly, CEO Fetch and Andrew French, VP EMEA Somo.

 

James Connelly, CEO of Fetch

SEARS: Why is direct deal automation so important? Is it important?

CONNELLY: It allows optimal usage of impressions based on data which will drive a better yield per impression.

Read the full interview here.

 

Gareth Davies, CEO of Adbrain

SEARS: The mobile web world suffers from an inability to track users and is waiting for better targeting and more brand dollars to arrive in mobile, yes or no?

DAVIES: This is certainly the perception, particularly considering the challenges around cookie tracking in the both the m-web and in-app worlds. However, the reality is different. We’re seeing brand advertisers react strongly to the opportunities that fully transparent, brand-safe private marketplaces and multi-screen audience identification offer, so expect more audience dollars to follow in 2014 and beyond.

Read the full interview here.

 

Gavin Stirrat, COO of StrikeAd

SEARS: The mobile web world suffers from an inability to track users and is waiting for better targeting and more brand dollars to arrive in mobile, yes or no?

STIRRAT: Yes. There is a perception out there that mobile tracking is difficult and that does hold back spend. But there are great solutions out there covering the metrics that matter to performance and brand advertisers, and solid app and site analytics solutions. Plus there are solutions that enable us to track real world behaviours, even detecting when a consumer is at a store till after being exposed or interacting with an ad – that’s something that digital has been unable to do until now.

Read the full interview here.

 

Lauren Moores, VP of Analytics at Dstillery

MOORES: The perception is that apps are just CPI but the reality for Dstillery is apps as a vehicle for brand engagement. At first we had clients who wanted to pay pennies for CPI and even then, at the very start of mobile RTB with tons of supply and little demand, those economics were not going to work. As one of the early mobile audience providers, most of our campaigns have been brand related not direct response.

Read the full interview here.

 

Q&A: Andrew French, VP Client Services of Somo

FRENCH: Advertise on the platforms where your customers are.

Read the full interview here.

 

Q&A: James Hilton, Global CEO of M&C Saatchi Mobile

SEARS: What are M&C Saatchi Mobile’s three biggest initiatives for 2014?

HILTON:

1. Programmatic

2. Wearable tech

3. Pushing the boundaries for trackable mobile media solutions

Read the full interview here.

 

Q&A: Michael Collins, CEO of Adelphic

SEARS: For mobile, what will this number [how much of each $1.00 spent on mobile media will go to automated or programmatic channels] be in 2015?

COLLINS: $0.75. With the exception of branded content executions, home page takeovers and similar executions, the rest of the spend will be programmatic.

Read the full interview here.