Written By: Brittany Lee, Integrated Communications Associate
As another year was about to conclude claiming to be the “Year of Mobile” in media, I was beginning to doubt if it would ever actually be a truthful phrase. Although mobile accounted for over 12% of all media consumption in 2012 and swiftly rising as people always have their phone or tablet in hand, advertisers only spent about 2% of media budgets on mobile that same year.
That mindset quickly changed after my sunny three day trip to the Digiday Mobile Innovation Camp in Bonita Springs, Florida that I was gratefully able to attend with John Lee over the week of November 19th.
About 200 professionals from the mobile advertising industry – media, sales, development, creative, etc. – took part in what we considered the mobile marketing version of the Hunger Games. We were broken up into teams and competed in physical, mental and collaborative challenges, complete with a brand hackathon where fictitious marketing briefs were given to us to complete, similar to that of a real pitch.
Throughout my short stay in Florida, I was not only able to help secure my team a first place victory in the camps team rankings (Team Orange, yay!), but more importantly, I was able to learn several different capabilities of mobile advertising, especially outside my comfort zone of media.
It was fascinating to see the amount of creative and technical development that went behind mobile advertising – from custom built apps, to location and personal device precision targeting, to the number of steps it requires to execute one single rich media placement. The brains behind these processes were incredible and I realized how pivotal of a role they play in the success of a brand’s campaign. It also opened my eyes to see how much success could come out of all of these different types of professionals coming and working together, for it unfortunately tends to be segregated between media, creative, tech, etc.
Overall, the camp not only expanded my knowledge of the mobile capabilities and tactics, but it actually transformed my perception of mobile advertising as a whole. If 2013 wasn’t the “Year of Mobile,” my bet is 2014 will be, for the talent behind the scenes and technology are only getting smarter and more efficient.
The brand hackathon presentations and more on the camp as a whole can be seen here on the Digiday website: http://digiday.com/announcement/brand-hacking-digiday-mobile-innovation-camp/