New research report identifies mobile best practices

by Nigel Hollis | December 14, 2015

A couple of weeks ago, the MMA published the 2015 Global Smarties Trends Report; the result of a collaboration between the MMA and Millward Brown. Based on case studies from the MMA’s Global Smarties Awards and Cannes Mobile Lions finalists (as well as those on the short list), the report identifies the characteristics of effective mobile advertising.

We all spend a huge amount of time on our mobile devices, for work and leisure, but the data suggests that advertisers are still struggling to find the best way to engage people on their mobile devices. According to AdReaction Video, mobile is responsible for 48 percent of our time spent looking at screens, but attracts far less than that in share of media spend.

So what does the 2015 Global Smarties Trends Report tell us? The analysis reviewed MMA’s Global Smarties and Cannes Mobile Lions finalists and compared Smarties winners to those shortlisted, but which failed to win. Given the extremely personal relationship people have with their phones, it is no surprise that marketers are utilizing mobile to further deepen their own relationship with their audience. More winners than finalists aimed to improve customer experiences and deepen engagement.


Two examples cited in the report, were the apps designed by Gatorade and Samsung designed to make a difference in people’s lives. Gatorade partnered with schools in Guatemala to get kids to exercise more by adding a new task to the school syllabus: “Sports Homework”. Samsung created the Backup Memory app to assist those with Alzheimer’s. When someone comes in close proximity, the app provides patients with reminders of the identity of the person in real-time.

The highly targeted nature of these two apps speak to the ability of mobile to reach specific groups of people, but people still have to know the app exists in order to assess its relevance. The report finds that even the most creative mobile executions are supported by other media. Winners were three times more likely to use four or more media channels to support their mobile efforts.

Finally, the report highlights that advertisers are getting creative with microvideo. Advertisers are stitching together Vines and other microvideo to tell an ongoing story. For instance, Gap delivered its Spring is Weird campaign as a series of 12 vines telling the story of a relationship (with the Gap spring line being prominently featured).

You can find more about the other trends and cases featured in the report by clicking on the link, or join Sheryl Daija of the MMA and Joline McGoldrick of Millward Brown Digital for a free webinar:  January 12, 2016; 2pm-3pm ET. Meanwhile, why do you think mobile spend is lagging so far behind the eyeballs? Please share your thoughts. 

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