Key Trends from Tune’s Postback 2018
13 September, 2018
Tune’s Postback is always an excellent marriage of entertainment and knowledge sharing, a true gathering of the industry’s finest minds ready to discuss its hottest topics, and this year was no different. From Individualization to Ad Fraud, here are just some of the takeaways our team brought back earlier in the summer.
Innovation and Individualization
Innovation was named a key to success. Now more than ever, users are willing to share their data with brands, but only if they feel they are rewarded for it. The consumer is looking for an experience that is individual to them, tailored by the data they provide. Achieving harmony with this expectation creates effective advertising, and it is up to marketers to think outside the box, innovating in platform and technique to deliver value. The customer must not only be reached but understood.
OTT was another big topic discussed at Postback. It is said to be where Mobile was a few years ago, on the cusp of a great boom, but not yet precisely understood. Marketers and the industry overall are spending more time in the OTT sphere and OTT audiences are increasing in volume. Many media and content companies are creating streaming platforms, and there are many OTT channels already, with more on the way. Alongside this, OTT targeting, personalization, measurement, and engagement is also evolving. That said, it is not yet perfectly understood how to buy inventory or effectively reach people through this platform.
Fraud, of course, is a constant issue for the industry. Echoing sentiments supported by M&C Saatchi Mobile, panellists at Postback spoke on the importance of coming together to fight fraud. Industry-wide, everyone has a different definition of Fraud right now, but in order to create better solutions, a more standard definition must be put into place. This should be worked on by all in the industry and will hopefully occur over the next couple of years.
Finally, our very own Eric Mugnier spoke on the agency panel at Postback. He emphasized that our agency’s skill at truly understanding client needs and desires alongside our ability to work together with clients and partners leads to our successes. “Working in very close partnerships is critical. The best results we can achieve is being an extension of [client’s] team. It is really important to exceed expectations and results.”
If you would be interested in hearing more about how we can support you with your digital marketing efforts, then don’t hesitate to get in touch.