Once again, we would like to give a big thank you to all our guests and speakers who attended the 2nd Annual Omnicom Philadelphia Showcase. It was a night full of insightful discussions about Mobile Monetization, including information on where the industry is heading next.
Our event featured about 100 guests from over 51 different companies, making for a diverse room of professionals.
The key topic of discussion was Mobile Monetization, and with the help of our interactive group of panelists, we were able to highlight the various aspects of how to make money with mobile.
The moderator for the night, Alan Rambam from TPG, kicked off the showcase by discussing the growth of mobile search, adding that tools such as Aardvark are able to determine your next purchase simply based off who you’re friends with. This hot-button issue generated a small debate among the panelists over what they felt was more important between social and location based apps.
Jerry Rocha, of Nielsen, stated that the recommendations from social is a growing trend and has also started to influence the ways in which individuals make purchases. He also pointed out that Hispanics and women are the leading target demographics in this market. He went on to highlight Amazon as a brand that has been able to successfully take advantage of their mobile shoppers.
The next topic was mobile marketing and the ways in which it can be utilized. Jerry Rocha explained that some products/services thrive better than others on mobile, so understanding this difference is key. He used car insurance as an example of an industry that is not a good fit for mobile. Anna Petric disagreed with this notion, pointing to “click to call” as a major growth sector for auto insurance.
Lars Mark touched briefly on mobile search and the ease at which it can be used to reach customers while also being cost effective. Anna Petric added to this by mentioning the importance of synergy and unifying products for a better user experience. Intuit, Walgreens and Delta were all named by the panelists as companies that have done a great job at providing a superior user experience through mobile.
Another topic brought to the table was privacy issues. The panel agreed that the power is in the hands of the consumers as they are capable of turning features such as “location” off, to gain privacy.
After a lengthy analysis about Apps, Mobile Web and HTML5, the night came to an end with one last question. Where is it all going? Unanimously, the panelists answered “HTML5”.