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With the shortlist announced, the countdown to our 2015 Effective Mobile Marketing Awards is truly on. According to Addison Lee, 82 per cent of its clients journeys are simple ones involving frequent locations, which makes creating a streamlined, intuitive app for a smartwatch that enables users to book a car in as little as three clicks possible.
The app provides users with driver tracking and booking updates, stores favourite addresses and lets them know the price of a journey before they travel. Lufthansa’s smartwatch app was one of the few to launch in tandem with the Apple Watch in Germany, and aims to assist passengers throughout the different stages of their journey, acting as a true travel companion and not just offering an alternative to a mobile boarding pass.
The Minicabit Watch App aimed to take a desktop experience and make it contextual, simple, quick and fun, enabling users to book an entire end-to-end cab journey in a way that feels natural for the wrist in 30 seconds. The app compares over 650 taxi providers for journeys then presents the four most contextually relevant so users are not swamped with information, while real-time details of journeys can be accessed with just a flick of the wrist. At Mobile Marketing we're proud to help tech companies showcase their cutting-edge solutions, whether it's on our website, in our magazine or at our Mobile Marketing Summits. The mobile marketing industry is ever-changing, and that applies to the people as much as the technology.
Pallad was previously Apple Music’s director of sales, and also held a management roles in the recently-closed iAd sales team.
Malloy joins from PubMatic, where she most recently held the role of VP, global agency relationships. Childs was co-founder and COO at Adfonic, the mobile DSP now known as Byyd, and has since held roles at MoPub and LoopMe. Macdonald was previously president and partner of Amsterdam-based Side Lee, and prior to that held executive roles at WPP, Havas and Publicis Groupe. Sociomantic Labs, a provider of programmatic solutions for enterprise advertisers, has named Adam Baker as UK managing director. Adam joins from Guardian Media Group, where he served as COO and oversaw the N0tice social product as it was spun out into its own entity. Cross-channel ad firm Marin Software has named Tim Collin as vice president and managing director, EMEA.
Collin has worked at Marin for nearly five years, helping to establish offices in France and Germany.
In it, you’ll find a major feature looking at the problems facing the mobile advertising business in the shape of ad blocking, ad fraud, viewability and brand safety. In our cover interview, we talk to Unique Digital UK MD Phil Stelter about the agency’s data-driven approach to mobile, and there’s also a piece looking at new research from Teradata on how retailers are failing to leverage the full potential of their apps.
UI and UX evangelist Simon Wheatcroft issues a rallying call to app developers to pay more attention to accessibility when developing their apps, while Jon Mundy, UK MD at Zapp360, argue that mobile advertising needs to go back to basics. At the time, then-marketing director Tony Moretta (who left the company in January) told Mobile Marketing the wallet would launch in the second half of 2014. In February, then-CEO David Sear (who also left Weve, in August) pointed to a 2015 launch date. Smartphones are everywhere and consumers are using them at every step of their daily lives. Mobile location is fundamentally changing the nature of marketing communications, and how we interpret and analyse the relationship between brands and consumers. Brands should be letting go of old habits from the desktop-centric world and investing in experiences that are meaningful to mobile users.
We think that where you go says a lot about who you are and the mobile device is about as personal and ubiquitous as it gets. The insights it can uncover on consumer behaviour allow brands to create campaigns that have real impact because they can be structured to meet the ‘moment-to-moment’ needs of smartphone users. These ads should be serendipitous – like a friend who appears at just the right time with a relevant offer or message of help – rather than a cold-calling salesman. For some that change will be painful – we are unlearning habits that from a marketing perspective, we’ve become accustomed to over decades, never mind years. The agencies and advertisers that pivot to buying audiences using data and technology as enablers, will win. Starcom and Airbnb have done just that, working with Blis using Play, our location-powered video display product, to increase brand awareness among home-owners in three key European cities.

The campaign utilised Path re-targeting to reach and identify the selected audience segments located in London, Dublin and Amsterdam.
Mobile has been playing a complementary role to PC-based ads for the better part of a decade. Microsoft is to begin testing native ads for its Bing Ads search advertising platform, with plans to introduce mobile app extensions and a retargeting tool during the first half of 2015. In addition, the company is looking into releasing a mobile app extension for developers, followed by an app install extension.
Microsoft is also planning on introducing a retargeting tool for Bing Ads, as part of the Universal Tracking Platform is launched in October. In that spirit, our Innovation Lab feature takes a step beyond the world of apps, ads and handsets with slightly bigger screens, in order to share some of the tech world’s innovative ideas. Samsung Unveils Mirrored and Transparent OLED DisplaysWhile Samsung has abandoned OLED in its consumer televisions in favour of Quantum Dot LCD, it’s found a new use for the technology in the commercial sector with these newly unveiled mirrored and transparent displays that resemble something out of Star Trek or Minority Report. The displays integrate Intel RealSense technology, enabling users to control them using gestures, while the clear and mirror designs open up a world of possibilities and applications. For some perspective, most conventional laser pointers tend to have a power of around two milliwatts, while the most powerful lasers on the UK consumer market sit at around one to two watts. The video shows off the power of the device, which pops balloons almost instantaneously and sets fire to ping pong balls, flash paper and a block of wood in a matter of seconds. Staring at the same terrible music channel or Sky News every time you run on the treadmill or use the rowing machine at a gym can be enough to make anyone question their fitness regime. The device uses smartphone accelerometers to monitor user activity then translate it into actions in a virtual world, enabling users to fly over the Moon, down the Amazon or through a crashing wave as they work out. The horizontally mounted set-up means that the device creates an immersive sensation of flying, while the articulated braces for your arms and legs allow you to work out your shoulders, abs and quads as your power yourself to Mars or swim into a volcano. The Holus, created by H+ Technology, aims to turn holograms into a family-friendly tech that everyone can gather around and enjoy, utilising a unique pyramid-shaped display to enable the projections to be viewed from any angle. The Kickstarter offers backers the option of a Pro model that includes an SDK tool, enabling developers to experiment with the limits of the device, but the main aim seems to be in creating something that can be used for family games, education and even holographic video calls. Teaching computers to identify images has been one of the famous long-standing problems in programming, but when those pictures are drawn onto someone’s arm or back, the issue becomes even more complex. That’s why the National Institute for Standards and Technology (NIST) in the US hosted a technology challenge earlier this week, asking computer scientists to help the government develop a way to automate tattoo recognition, enabling faster identification of criminals and victims of crime.
Current law enforcement systems for tattoo identification rely on manual entry and searches based on keywords, both of which are time-consuming, flawed and prone to human error.
Since its launch, the company has seen over 55,000 downloads, and substantial growth in average daily usage. The app has been downloaded 1.9m times since launch, and has been featured in Apple PR for the Apple Watch. Future updates are planned that will go even further, including advanced haptics and digital crown-based features. At Undertone, Pallad will be responsible for all aspects of the company’s revenue efforts, including sales and service, operations and marketing.
Malloy will lead Undertone’s relationships with trading desks and programmatic buying units at the industry’s largest brands. Based in Start’s London headquarters, Macdonald will take over from founder Mike Curtis, moving into the role of group president.
At Sociomantic, Baker will be responsible for driving the company’s UK-based service and delivery teams as well as overall commercial oversight and profitability.
Last year, he was involved in the company’s acquisition of French social ad platform SocialMoov.
We also take a look at what the future of social media might look like, and investigate Trinity Mirror’s new mobile advertising solution, pinpoint.
And Cory Haik, executive director, emerging news products at the Washington Post outlines the publisher’s approach to mobile in general, and the Apple Watch in particular. When the joint venture between operators EE, O2 and Vodafone was originally announced, it looked like a potential breakthrough for mobile payments in the UK, but as the months went by, there was no further word about the launch.

According to a Telegraph report, the involved operators have been unable to agree on how exactly a unified app should work, opting instead for individual apps. Just go out in the street or look around your office – we are all staring through the Looking Glass. Consumers are walking around with GPS-enabled supercomputers in their pockets and new data sets are being created at every stage of a consumer’s’ journey. It’s a new model of relevance and timeliness – one that requires a greater understanding of the user than ever before – an understanding available in real-time, but also based on historical behaviour. Every time someone picks up their connected device to view content or engage with an app, they are creating a ‘mobile moment’.
Successful brands will fit into the user’s day and ads will appear at the right moment in just this way. But the future is mobile moments – being there when the customer is ready, rather than the other way around. But with an increase in responsiveness and brand interactions based on ‘moments’ that reflect what the individual user is doing or has just done as that moment in time. The first building block to realising this vision is trust, and that means working with reliable tech partners. Blis looked at specific locations (real-life behaviours), including airport lounges, international train stations, business hotels and districts, art galleries, exhibitions, fashion quarters, sports clubs, theatres, concert halls, and museums. A video display ad was served across mobile, tablet and laptop devices, depending on the connection context of the intended ad recipient.
For marketers to be able to deliver relevant, location-targeted campaigns at scale, they will need the data to back it up. But as consumers’ time spent with their portable devices has exploded and marketers’ general attraction to capturing consumers’ smartphone screens increases, ad spend is finally starting to follow. Steve Sirich, general manager for Bing Ads product marketing, claimed that there were no plans to serve ads onto Microsoft’s Fit Band, but that an opportunity in the wearable area may exist, and the company is looking into other areas to extend the ad format. These tools will start rolling out in March, with support for apps served across Apple, Android and Windows phones. A pilot scheme will begin next week, selecting a small set of partners to test the technology.
They might be interesting, disruptive or just outright strange, but these are the stories that have caught our eye over the past week. The device projects eight laser diodes through a focusing lens to produce a single 40-watt beam, in the same way the choke on a shotgun funnels the pellets into a tighter pattern.
German design firm Hyve has come up with a novel solution with their Icaros concept home gym. An automated database could help law enforcement considerably, especially given the fact that one in five Americans now has a tattoo. And just like Alice, we’re discovering an amazing world of new possibilities for marketing – one where mobile location is connecting the physical and the digital environments. Ad brands are becoming interested in these ‘moments’ and regard them as opportunities to share relevant ads. The 30-second, skippable video performed incredibly well, with a 79 percent completion rate and 90 percent viewability – tracked by Innovid. That means accurate, first-party geo-data will only continue to grow in importance — and companies will be seeking the best possible providers to work with. It’s now about using historical and real-time location data to predict future behaviour and receptiveness to brand messaging across multiple devices.

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