"There’s an odd acceptance over the last few years that a significant portion of any mobile media campaign will be fraudulent," says Richard Downey, global business director of mobile at The Specialist Works. "People have buried their heads in the sand."
Customer data is set for a spring clean this May when the General Data Protection Regulations (GDPR) comes into force. According to a recent survey by Weve, a mobile media specialist, 23% of marketers expect their buying and planning behaviour to change ‘significantly’ in light of GDPR.
What will this really mean? Many facets of the mobile ecosystem are complex and fragmented, but as the opaque and largely unverified world of data collection comes under scrutiny, ignoring a data’s source is no longer an option. This is a new era of transparency, verification and consent.
The report, in partnership with Weve, leading provider of media and data services and the only telco-supported media owner in the UK, canvases the opinion of both brand and agency marketers, including Facebook and Grey London, to reveal how mobile insights are used successfully.
Here’s a snap preview of the report’s insights…
"Measurement is a still a challenge for mobile. Getting a people-based measurement system in place to ensure advertising is seen by real people is still a big technological challenge," says Facebook’s planning director, Ian Edwards.
"As long as the client is getting the numbers they want and agencies are getting the budgets they want, then everyone is okay," says Downey at The Specialist Works. "But I think now there are genuine moves from all parts of industry, publishers, networks, agencies and brands to fix this. It’s our number-one challenge, and the bigger the budget, the bigger the problem."
The demand for clearer, more transparent and verified data means those businesses with a direct relationship with the consumer will be in the strongest position to maintain consent post GDPR legislation.
Learn more from Facebook, Pizza Hut, Grey London and Ogilvy & Mather to see how to best harness mobile tech – and where its future lies post-GDPR.
Download our free report for all the details.
Mining for compliant data gold
As a growing force in the ad-tech space, telcos such as O2, owner of media and data provider Weve, are well placed to tackle these industry issues, underpinning the digital ecosystem by powering mobile’s connectivity and providing insight at an aggregated and individual level. Weve works from an opted-in, verified base and is transparent about data sources.
"Telco data is the most insightful data capture tool – it’s a goldmine and can help you find better ways to connect," says Christophe Castagnera, head of connected experiences at creative agency, Imagination. "[It] tells you human behaviour at a microscopic level. This is so valuable."
Find out here how to address these challenges by understanding where your campaign data really comes from.