Mobile devices have been at the heart of an annual innovation showcase organised this week by Australia’s largest media agency, GroupM.
The mLab event exposes the emerging priorities of many media agencies, which account for almost 50 per cent of all advertising spending decisions for news media publishers.
The focus this year has been on social channels such as Snapchat and Tumblr, mobile ad companies Celtra and InMobi, plus best practice use of data and measurement.
Fairfax Media and APN Outdoor featured in last year’s event but only News Corp was present this time with presentations by its social media player Storyful and video ad tech company Unruly.
GroupM’s chief digital officer, John Miskelly, said in the next 12 months his agency would accelerate spending on mobile. It was “under-indexed versus the time spent”, he said.
“We want to try to make advertising work that little bit harder,” he said.
Ad technology presented by Celtra at the event include virtual reality and in-video transactions on handheld devices.
Mr Miskelly said such demonstrations illustrated that it was insufficient to repurpose TV ads for mobile.
GroupM gave its own presentation on the importance of viewability of digital advertising and what it meant to clients and their online campaigns.
The agency crunched more than 1.1 billion rows of viewability data to create interactive data visualisations. Its emphasis on viewability follows an announcement early this year that clients would only pay for ads that had been seen, rather than those featured on a website but never rendered on screen.
The agency has partnered with market analytics platform Moat to monitor viewability.
Chief investment officer Seb Rennie said viewability standards should be at the forefront of publishers’ thinking when designing websites.
“We’ve invested a lot of money and time in creating a partnership with Moat and also analysing a huge array of data,” he said.
“What that allows us to do is understand which domains are delivering the best return in terms of viewability.”
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