The key question at dmexco
DMEXCO More and more people are using mobile devices such as smartphones and tablets for information and entertainment. How can publishers monetize this increase in user numbers? This question was the subject of heated discussion at dmexco 2013 in Cologne.
The Congress Hall at the dmexco in Cologne.It was a summit meeting in the Congress Hall at the dmexcoEurope's largest digital marketing trade show in Cologne. Big names like F. Scott Woods, Commercial Director of Facebook debated the question that preoccupies the digital marketing industry: How can the great potential of mobile devices be turned into money?App distribution trend"There's a trend toward app distribution," said Facebook's Scott Woods. His company helps customers actively promote their apps via Facebook. As a showcase example, Woods cites lead generation in the auto industry, where users are "guided" directly to the nearest dealership via a virtual map, for example. However, Woods also warns against advertising overkill on mobile devices: "User interests on Facebook have to be balanced with advertisers' interests." Or, in other words, with mobile, less is sometimes more.Mobile spends from three to 30 percent?Maximillian Pruscha from YOC, Europe's largest mobile advertising network, highlighted the benefits of HTML5 technology. "It will significantly simplify mobile advertising," Pruscha said. "However, advertisers still have some catching up to do in dealing with this technology." Finally, Pruscha ventured a prediction for the future: "Mobile spends will increase from three to 30 percent in two years." sw
