Brandon Starkoff - Mobile Entertainment Live! Insight on Advertising

Starcom VP and global account director Brandon Starkoff suggests there are four critical elements to mobile advertising campaigns:

• Mobile advertisers must invest and test, defining the role of mobile relative to their brand, setting clear objectives and success metrics, identifying tools to measure each metric and being definitive about the advertising target.
• Mobile advertisers must enforce measurement standards, employing audience data inputs, results-based behavioral metrics, cross-media attitudinal captivation and ongoing industry benchmarks.
• Mobile advertisers must offer consumers value, which is determined by relevance, which requires data about consumers, their behaviors, their desires and so forth. Advertisers must identify partners that can supply this data.
• Advertisers must consider mobile a platform, not just a tactic, and consider all aspects of mobile that impact the consumer segment.