Partner Spotlight is a series on our blog where we hear directly from advertisers, agencies, DSPs, publishers, and partners about industry hot topics, challenges, predictions, and more. In this edition we interview Mike Shaw , VP, UK & Ireland at comScore .
MoPub: What will advertisers be demanding from mobile measurement in 2017?
Mike Shaw: Independence. Having independent measurement can give the advertiser community the confidence they need to increase investment in a medium with amazing levels of consumer engagement.
MoPub: In your opinion, what’s the biggest misconception in mobile advertising right now?
MS: That it can only work for performance-centric campaigns. We’ve seen how digital advertising can deliver great brand-building results too, and the potential for mobile is no different. .
MoPub: How can mobile app publishers prove their value to advertisers?
MS: The definition of premium differs depending upon the consumer and the advertiser, but publishers can embed research & insight into campaign delivery and subsequent effectiveness to keep showing advertisers how their investment is working.
MoPub: Will we see TV budgets shifting to mobile this year?
MS: Yes, some – as consumers engage with more and more video content on mobile devices, advertising inevitably follows. The broadcaster community will continue to take some of that budget on mobile, but engaging premium video content is no longer the preserve of TV companies alone.
MoPub: Give us a prediction – what will be the “hot topic” in mobile advertising in the next 6-12 months?
MS: Applying genuine location-specific insight to both ad delivery and subsequent understanding of effectiveness, especially for the retail sector. Technology providers are now able to get to real store-level visitation, rather than users who walked past nearby without entering — which can make insights much more actionable.
Agree with Mike’s predictions? Have your own? Let us know on Twitter .
From comScore: comScore helps clients measure what matters to make cross-platform audiences and advertising more valuable. Learn more at www.comscore.com .
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