Mobile Media Summit LA 2014

Mobile Media Summit LA 2014


“LOCATION” turned out to be the keyword of the Mobile Media Summit on April 1st at SLS Beverly Hills. The big future trend will be geotargeting and how location data provides insights about consumers’ behavior over time. Other hot topics included ‘transparency’, ‘native marketing’, ‘exposure’, and ‘proximity’, ‘integration’ and ‘data measurement’.

The mobile media conference put ‘Cars and Stars’ at center stage, industries considered early adopters in mobile. Marketers across various industries recognize the potential mobile marketing and media offer, those in the entertainment and automotive industry have long understood its potential. So much so, Gartner predicts, mobile ad spending will hit $18 billion in 2014, rising to approximately $42 billion by 2017.

Many of the discussions also revolved around challenges marketers face concerning mobile. The biggest issues are transparency, use of consumers’ data and a uniform standard for location data to make comparison and measurement easier.

Our favorite quote from the conference:

“When millennials are asked: “When do you watch TV? they say: “When my cellphone is dead!” Mark Ortiz, National Interactive Marketing Manager of American Honda Motor Company, Inc.

“Mobile changed the way we do business!” John Najarian, EVP and GM Digital Media of E!


We had the chance to talk to Honda’s marketing manager and E! online’s director of mobile platforms. Their answers to our interviews are displayed below.

Mark Ortiz
National Interactive Marketing Manager 
American Honda Motor Co.


1. Where do you see mobile going in 10 years?

Mr. Ortiz looked into the future for us and sees a clear shift away from desktop to primarily mobile devices. According to him, there will be even more integration, especially in the auto industry. Working for Honda, he can see further integration of mobile in the actual vehicle, especially when it comes to verbal input leading to a large output of information for the consumer.

2. What are the 3 big trends in mobile?

  • Geotargeting
  • Retargeting
  • Integration into vehicles

3. What is the one app you cannot live without?

Mr. Ortiz’ favorite app is Waze. This app is a GPS based geographical navigation tool, developed by Waze Mobile, which provides user-submitted information about travel times and routes.

Phillip Broyles
Director, Mobile & Emerging Platforms
E! Online

1. Where do you see mobile going in 10 years?

For Phillip this is almost impossible to answer, since the mobile world is evolving so fast, considering that the first iPhone was released in 2007. The smartphone will become the most important device, the first thing you check in the morning and the last thing you check at night. Furthermore he expects everything to be in the ‘cloud’.

2. What are the 3 big trends in mobile?

  • Location
  • Beacons
  • Native Advertising

3. What is the one app you cannot live without?

Phillip told us that his favorite app is well known Yelp.


This article is written from the personal perspective of Linda Ebschbach and Juliane Elsner. The opinions and views expressed are solely of the author and do not necessarily reflect those of The Miller Group Advertising.


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