The process is underway after the brands’ media agency MEC inked a deal with mobile ad network InMobi agreeing to implement the latter’s rich media ad serving technology, as a preferred partner, plus a separate accord to trial InMobi’s ad tracking service.
Jide Sobo, MEC’s head of mobile, says the agreement to implement the ad serving technology, InMobi Studio, means brands don’t have to ask their creative agencies to repurpose their ads for different platforms, such as Android and iOS, as it automatically renders it for the appropriate device.
Meanwhile, MEC is also trialling InMobi’s ad tracking technology which helps advertisers trace which media placements are driving traffic to their sites, or downloads of their branded apps – across a number of ad networks.
“This lets us measure, downloads, [app] installs and [anonymously see] which people are returning to the app, not just the number of clicks,” adds Sobo.
The announcement follows a similar deal struck last year by fellow GroupM agency Mindshare and rival mobile advertising technology vendor Celtra, to implement similar solutions for brands including Land Rover, Nestle, Three and Unilver.
This has helped increase the prominence mobile devices play in Mindshare’s clients’ campaigns according to sources within the agency, such as the dual-screening executions employed in its most recent Jaguar F-Type campaign.
Elsewhere, earlier today (14 June) Publicis Groupe’s ZenithOptimedia released a forecast indicating the growth of mobile advertising would propel the overall ad industry to 3.5 per cent growth (compared to 2012) and to grow further by 5.1 per cent and 5.8 per cent in 2014 and 2015.
ZenithOptimedia is forecasting internet advertising spend will increase by an average of 15 per cent a year between 2012 and 2015, and contribute 66% of all growth in ad expenditure across the world.
Mobile is the fastest-growing sector within this sector by some distance with ZenithOptimedia forecasting that spend on the medium will grow 67 per cent this year and eventually hit $29.4bn in 2015, when it will account for over 20 per cent of all digital ad dollars.