Digital marketers gathered to hear the latest on mobile advertising at the Yahoo! Connect Forum
More than 50% of U.S. adults can now access the Web via their smartphones and tablets---they literally carry their Internet connection with them wherever they go and are always reachable online.
How marketers can connect with consumers on the move---even as they move from screen to screen---was the focus of the Yahoo! 2012 Connect Forum held this week in New York City. The event brought together thought leaders from advertising and media to share ideas and insights on how to market more effectively to the growing legions of mobile customers.
Judging from the list of attendees, mobile is top of mind for a wide range of agencies and companies. Guests from agencies including Mindshare, Draft FCB and Prometheus Global Media; brands such as Citi, American Express, and Victoria's Secret; and media companies including ABC, NBC and Disney all came to soak up new ideas on mobile marketing from the forum's speakers.
Here are some highlights from the day's presentations:
- "If mobile isn't part of your 2013 marketing strategy, you don't have a strategy," said Eric Weisberg, Executive Creative Director, JWT New York. "We're in a multi-screen world. As a marketer, you need to figure out how devices work together. One isn't better than the other."
- Joe Ruffolo, Sr. VP, ABC News Digital, agreed, saying that ABC sees all screens as equal and produces content for multiple devices. Mobile opens up new audiences for media and marketers, he added, and video is quickly becoming a key part of mobile experiences.
- Web usage by mobile users jumped 50% over the last year, compared to 29% for laptops and just 4% for desktops, said Tony Marlow, director, Strategic Insights, Yahoo!. Good news for marketers---Marlow said 66% of mobile consumers expect personalized and targeted ads on their devices.
The Connect Forum is an annual event sponsored by Yahoo!, which is a force in mobile marketing with more than 86 million smartphone users and 23 million iPad users in the U.S. accessing its premium content every month. To see real-life mobile ads run by major brands on Yahoo!, check out our new mobile showcase. To see more pictures from the Connect Forum, flip through our photo album.