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IABNZ Mobile Council discusses Opportunities & Challenges in Mobile Advertising

Thu, 11 Jun 2015

IAB New Zealand’s Mobile Advertising Council (MAC) was launched in 2011 to inform and educate the New Zealand advertising market about how to run a mobile advertising campaign, highlight best practices and provide local and international case studies.  Since the formation of the council the local mobile ad industry has seen phenomenal growth with YOY growth of 198% in Q2, 2014. Currently 7 different organisations are involved in the MAC representing the wider industry.

We asked some of our current council members to share their thoughts on the mobile advertising environment:

Sean McCready| McCready Bale Media| What do you think are the key challenges to improving the mobile ad market in New Zealand?

Some premium inventory is priced too high to make it attractive to clients, mobile ad networks need to improve their overall resource and service in NZ, banner formats are restrictive often leading to an ineffective use of the medium, user experience is poor in some cases which means we need to do a lot more in the area of mobile creative (which many are).

I think general understanding and skills of mobile amongst all sectors of ad industry, including media agencies, would go a long way to improving things but at the same time clients need mobile optimised sites that are dedicated rather than responsive so there needs to be effort placed on educating clients in this regard.

I think unlocking data and location targeting opportunities will really open things up.

Dave Nash | Creative Director, Sugar & Partners| The mobile ad market has had incredible growth over the last 2 years, can this continue?

Naturally over time I can imagine there will be a plateau, but for the near future as we consume more and more of our daily entertainment, social media and communication on the small screen, mobile ad placements will continue to grow and need to innovate.

Mitchell Mak | Mobile, Tablet & Video Product Manager, Fairfax Media | Why are you involved in the IAB Mobile Advertisers Council?

In my current role at Fairfax I am the key mobile stakeholder for the NZ Business, with Fairfax currently holding the largest mobile audience in NZ - it made sense that I represent the publisher category on the MAC.

Sean McCready| McCready Bale Media| In your opinion, what is the most interesting development in the mobile ad market at the moment?

I think mobile social media is still the most interesting and effective arena.  Facebook have nailed mobile advertising (native, integrated, quantitative and runs off self serve platforms). I personally find Snapchat really intriguing from a marketing point of view.

Mitchell Mak | Mobile, Tablet & Video Product Manager, Fairfax Media | What do you think are the key challenges to improving the mobile ad market in New Zealand?

I believe that the key challenge lies with engagement of creative agencies early in the media cycle, publishers have an innate understanding of their audiences and creative agencies are always wanting to work on the next thing that will get them another award.

If publishers and creative agencies collaborate at the ideation and conceptual level, we would most definitely see a stronger performing mobile ad market.

Mitchell Mak | Mobile, Tablet & Video Product Manager, Fairfax Media | The mobile ad market has had incredible growth over the last 2 years, can this continue?

Yes the market will continue to grow, mobile advertising in NZ is really only just starting to come into its own, I expect that the growth will continue to go from strength to strength as advertisers become more accustom to the concept that audiences are becoming increasing mobile - a behaviour that is rapidly becoming a norm as the saturation of technology continues to enable the behaviour in more diverse ways.

Dave Nash | Creative Director, Sugar &Partners| What do you think are the key challenges to improving the mobile ad market in New Zealand?

Depending on what you determine improvement?  Growth wise it’s going great, but with little or no creative thought placed on the messaging, relevance or location of the media is where I can see improvement.  While year on year growth is great, we are mostly using mobile like any other media placement - not utilising its inherent advantages as a device.

Dave Nash | Creative Director, Sugar &Partners| Why are you involved in the IAB Mobile Advertisers Council?

Personally it is to have a creative voice in the media crowd.  The rest of the members (who are fantastic) drive the media recommendations for the major networks and media agencies in NZ. What I intend to bring is a creative agency point of view, focusing on the message and the medium - ideally creating some IAB initiated case studies to inspire NZ creative and media agencies to think a bit more about mobile and its ability to deliver a message.