Video, Personalized Ads and Mobile conversions – 3 challenges from MAD Convention, TLV

July 15, 2015 Asaf Rothem

The MAD (Marketing/Advertising/Digital) convention took place in Tel Aviv today. The convention is hosted by Globes, Israel’s leading business newspaper, and brings together local and international speakers to discuss the latest developments in – you guessed it – marketing, advertising and the Digital. Smaller companies get to showcase their tech alongside power brands such as Youtube. This is Youtube’s Ad meter, on that huge screen in the back:

Screen Shot 2015-07-15 at 7.06.42 PM

I was fortunate enough to take part in a few great conversations, on some of the issues that I thought were pretty evident. I walked away with 3 great quotes, that perfectly capture the spirit of these challenges.

Here they are:

1- Marketers are still struggling to connect the dots on Video

Making a performance based video campaign is a touch cookie. I’ve met with one Marketing executive, however, who told me that he loves video campaigns. His rationale: “when Video campaigns work, I can present it as using the most advanced media (video) leading to performance. That is the height of marketing. When they don’t – I can always say the goal was brand exposure.”

2- Advertisers still do not grasp the possibilities of Personalization

Advertising was always about the masses. As long as media production is a big chunk of the costs, the business of advertising will always gravitate to make as little production as possible. Now, the industry has been segmenting the audience for a while. And it even understands the benefits of several layers of segmentations. But that is still not 1-to-1 advertising. Online Personalization is fully dependent on technology, and too counter-industry to be taken as a whole by advertisers. The industry will need to evolve into being much technological and much more individual oriented – or it will be taken over by Marketing Tech, as Marketo’s CEO Phil Fernandez thinks. Why is this taking so long? Well, as Upton Sinclair once said, “It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”.

3- Mobile conversions are still a challenge

Content consumption is moving into mobile. That is undeniable. That is okay under the context that the average prospect consults with an average of 10.4 sources before making a decision (source: Google). But what about premium content and actual conversions? Lead generation is obviously the main reason for producing costly and time consuming premium content. Making prospects leave details on the mobile screen remains a challenge, or, as another marketer told me, “Who ever thought that the width of the human finger will be such a crucial factor for conversions for anything other than a wedding ring?”

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