Scrutiny of the mobile winners at Cannes 2013, both the Mobile Lions and across the other Lions categories, reveals some encouraging trends. The first is the number of winners that use mobile Web in cutting edge ways, where in previous years we might have seen native apps used; the second is the number of winners that are related to good causes. Baring in mind that Cannes Lions is a celebration of all things advertising, where entries are dominated by multinational advertising/marketing/interactive agencies and the awards are judged, mostly, by big agency people, this is surely a good sign.
Smart TXTBKS is a project in the Philippines to put school text books onto old SIM cards, using SMS messaging, and it works on any phone, however lowly and however ancient. It is momentous that Cannes Lions, a celebration of the world of advertising, should honor such a worthy, long-term and inclusive mobile initiative.
Here is the video case study for Smart TXTBKS, that accompanied the submission from the Philippines-based mobile operator Smart Communications and DDB agency DM9 JaymeSyfu:
Gartner predicts that 245.2 million people will make a mobile payment in 2013 (an increase of 22.1 percent from 2012), making global mobile payments worth US$235.4 billion (up 44 percent from last year). But only 2 percent of transactions will be powered by near-field communications (NFC) – i.e. tap-and-go contactless payments – despite all the media hype about this technology.
Badly- and inconsiderately-built native apps are increasingly attracting criticism for draining battery life, sapping too much of the user’s data allowance and clogging operators’ networks. Enthusiastic amateur developers with little or no mobile experience are often blamed, but ignorance is only part of the story.
Last month, the Federal Trade Commission (FTC) updated its digital advertising guidelines to underline the fact that the same rules apply to mobile advertising, sites and apps as online (and offline). No big surprise, since the FTC has already taken action against several mobile publishers for deceptive advertising. What is really interesting is that the FTC places an obligation on Webmasters of PC sites and PC advertisers to ensure that any disclosures relating to sign-ups, purchases etc. must be explicit, obvious and readable, even if the viewing device is mobile and has a small screen.
mobiThinking was recently asked: What kind of information do advertisers (brands and agencies) want from mobile? It’s a common question. There’s not much in the way of research on the matter, so the following is opinion. We’d like to hear from you on the matter.
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