What Brands Need to Know About the Mobile Future
Jason Parker at the Mobile Media Summit Chicago
Jason Parker, Leo Burnett Chicago SVP, strategic innovations director, was invited to participate in a panel discussion at the recent Mobile Media Summit in Chicago. The summit is the largest mobile media and advertising conference series in North America and Europe.
Together with other creative technologists from the industry, Jason shared his thoughts around the panel's topic, “Creativity and the Mobile Future.”
The questions below, as well as Jason’s comments, are from the session.
How should brands start to think about mobile and creative designed specifically for that screen?
Brands should think of mobile as a means to an end. People use mobile to do something or they’re looking up information – mobile is just helping people do what they want. Rather than thinking of what we can put in front of people so that they’ll interact with the brand, let’s ask how can brands help people do something, not only differently, but also better. What problems can brands help solve?
Are there any unique mobile behaviors that have emerged in the past 12 to 18 months that you’re building into campaigns?
Brands need to think of the “behaviors” that they want to tap into. And that includes “behaviors” that aren’t so good.
For example, we are working with several brands looking at how they can make driving better and safer through mobile, to actually use the device that is the cause of so many problems in driving to be the solution to those problems.
Has your agency developed any ways to tap into device sensors for the benefit of stronger advertising?
This morning, someone asked us to raise our hands if we were working on beacon technology. We’re working with Google on their physical web development. The intention is that you no longer need an app to start interacting with things for a more seamless experience. They’ve just updated Chrome to allow for that technology to work even though brands can’t start doing anything in the market yet. We’re starting to play around with it and getting a chance to experiment within our agency even if it’s not in the market yet.
By prototyping and giving people ways to test it, we’re learning that these simple interactions can provide something really interesting and profound for brands.
Do you have any advice you’d like to share with the audience on mobile?
We should prototype and experiment. Think from a mobile experience standpoint. The more you try things, the more you can learn what works and what doesn’t.
You don’t have to worry so much about scale. Just seeing how mobile technology has advanced so rapidly, by the time you’re done figuring out the technology, it might have already scaled. It’s either done on its own or other brands have done it. So rather than waiting for something to scale, start playing with it and see what works, then build it off there.
More about Jason:
As SVP, strategy director of innovation at Leo Burnett, Jason helps bring new platforms, partners and ways of working into the agency. With a background in brand and digital strategy at several agencies and across myriad categories for the past 14 years, he now works to make sure innovation is practical and strategic, with an eye to solving the business problems that the agency is working on with its clients.
And in the video below, Jason Parker summarizes his biggest takeaway for brands when it comes to creativity and mobile.