Soundbites from a panel called Channels, Channels and More Channels, which focused on mobile and video content, I was on in April 2014. More on blurb.wordpress.com

1. London, April 2014.
By Nicholas Gill @nicholasrgill.
Planning Director, Doner London.
Notes from OMMA Mobile panel
02.04.14.
Soundbites.!

2. The Panel was called
Channels, Channels and More
Channels and asked a number of
industry “experts” to discuss what
this meant for brands, specifically
regarding the mobile channels
and video.
Watch full stream 45 minute video here:
http://www.ustream.tv/recorded/45673900

3. Why has mobile on
video taken off?
!
Fundamentally, we like to be entertained.
That’s why there’s an enormous drive to be on
the viral (even though the word viral makes us
sick a little in our own mouths) video charts and
the ease of a mobile device and the associated
wireless technology has accelerated that.
!
And of course while we can create lots of
content, it has to be relevant content
for the brand and the people
watching it.

4. Mobile First
!
While mobile is undeniably important, it
has a role in the jigsaw. And different
content, and channels, play a different role
dependent on what a consumer is looking for.
TV still drives huge awareness but a journey
beyond that into a mobile or a tablet is discretely
different and video content allows people to
discover more on these devices. Your
content strategy is important, it’s not
about putting your TV ad on a
mobile device.

5. Working beBer together.
Today’s objec-ves.
Mobile First
!
People want different things at different
stages in their journey and where the
traditional funnel is no longer applicable, it
forces brands and agencies to create more
content to cater for an expanded journey across
multiple devices. It also forces the production of
the content for mobile devices upstream: a
tablet edition of the Times requires a great
deal more effort, planning and delivery
than a simple banner ad.

6. Responsive Design
!
What we have learned is that people do not
want to spend as much time or give you as
much information on a mobile form versus a PC
based form. You also need to re-design to suit
the device (and it’s capabilities) to take account
of the input mechanic. This can cause tension
with clients who insist on replicating deep
data entry forms across all devices.
Make it easy for the consumer.

7. User Generated Content
!
There’s always a tension on releasing and
policing the brand. Embrace the good stuff that
happens and provide the tools as appropriate.
But try not to make it too complex when you ask
for involvement. Brands ask people to do too
much even when there is a huge brand
engagement level.

8. Dual screening.
!
It’s now mainstream. Perhaps two
years ago you would see will.i.am
on the Voice tweeting away and
there was general disgust. Now
it’s a key part of the show’s
content.

9. Dual screening.
!
How do you take advantage of it? X-Factor
is always a good example of that first 3-
minute break during the first live show where
brands can go big. It’s our SuperBowl moment
because you have a huge audience for
appointment to view TV. Yeo Valley Farmer’s is
still a great example of the SuperBowl style
ad and then super social activation around
it in terms of content, engagement and
re-mixing.

10. Mobile is not just about apps or ads.
!
Twitter is predominately mobile and as such,
we’re trialling new tools like Twitter’s Lead Gen
cards which have driven over 25% of leads in a
client test last year. And because the data is
digital, we’re able to learn very quickly and
switch media spend or dial it up in near-
time.

11. Advertising fatigue.
!
The 30’ spot became so ubiquitous we had to
re-invent it and dial up the creativity. Digital
banner ads are in that same place. Mobile is in
danger of going the same way. It could become
mobile banner blindness.
!
It’s not about being always-on, it’s about
being always relevant.

12. One thing you would say to a client wanting to
use mobile?
!
Make sure it fits with the bigger picture. i.e. get
the strategy right first.

13. Nicholas Gill
Planning Director
ngill@doner.co.uk
@nicholasrgill
Further information.