Mobile Advertising Claire Valoti MindShare Interactive Advertising Agency

I have been to several events where MindShare has presented, but always managed to have another meeting at the same time. So this was the first time I had seen the Agencies assault on mobile.

I have to say, I thought that it was realistic and interesting. First of all, Claire Valoti stated that her major goal was to secure ROI for brands. She said that she had to justify and media planning and selling and where the money is going. Delivering measurement and optimisation and value is vital.

Basically, if ROI was delivered – then more purchases in the mobile space would follow.

Another interesting point was that the consumer is vital. They are ones that brands want to attract and mobile is just a different way of attracting the same consumer. I liked that notion and could see how advertisers would like that as well.

I have to say, I don’t agree with it. I think that the mobile consumer is very different to the regular audience and a different method of engagement is required. But saying that in this early stage of mobile advertising I did think that Claire was talking a very good argument for getting brands on board.

She went through some great ad campaigns and mentioned that Pot Noodle was the latest client and mobile MVNO Blyk were on board.  The campaign is targeted to young male slobby types.

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