Mobile and Creative Strategy Must Go Hand in Hand According to New MMA Report

IAB 50 Percent of Marketers Now Buying Mobile ProgrammaticallyMobile Marketing Association (MMA), the leading global trade association for the mobile industry, together with Kantar Millward Brown released its 2016 Global Mobile Trends Report outlining how marketers are missing the mark on their creative strategies by not balancing strategy, media, and creative.

Data extracted from the report outlines how the most successful campaigns top all overs, often due to a cohesive execution of combining mobile creative with other creative endeavors. Some suggestions from the report include:

  • Leveraging mobile platforms by increasing the brand perception as personally relevant and differentiated from its competitors.
  • Solving a problem or providing an experience is far more engaging and effective in driving emotional connections
  • Maintaining a focus on visually compelling ad formats
  • Building ad campaigns from a mobile-first mindset

The report goes on to outline some especially crucial areas in which marketers have the most potential to improve and adapt these new trends including:

  • Shifting sales goes from sales to engagement using mobile
  • Balance in focus between targeting and creative endeavours
  • Focusing on new technologies to reach consumers such as augmented and virtual reality

Sheryl Daija, Chief Strategy Officer of the Mobile Marketing Association goes on to summarize. “Brands have a wonderful opportunity to learn from campaigns that were courageous in pushing the creative and story-telling potential of mobile, while still executing on a strong strategy.”