Reveals New Research: “Mobile Is the New Remote Control of Human Experiences”

On September 13^th and 14^th, MediaVest USA teamed up with the ANA to host the first ANA Mobile Conference to discuss mobile and its possibilities for brands in this ever-changing landscape.

At the pre-conference hosted at MediaVest’s 1675 Broadway location on September 13^th, nearly 100 MediaVest employees, clients, vendors and marketers attended. Presenters including David Marine from Coldwell Banker, Laura Barger from American Express, as well MediaVest executives Richard Hartell, EVP, Managing Director of Human Experience Strategy, and David Shiffman, SVP, Director of Research and Analytics.

David and Richard unveiled new mobile research identifying mobile as “the new remote control of human experiences.”

With over 82 million Americans owning Smartphones, mobile devices now guide and connect people’s experiences–with content, brands, real-world, and each other–24/7.

Key learnings from the research study included how mobile brings us connection, convergence, and navigation in one device. Connection is synonymous with mobile and dominates use within phone, text, IM, social networks, and more. Entertainment through convergence has increased exponentially along with the rise of smart devices, including phone, video, gaming, camera, web, email, magazine, clock, shopping, etc. Mobile’s evolution in the area of (life) navigation is most significant – we can create value through navigation.

At the conference hosted at 583 Park Avenue in NY on September 14^th, nearly 400 attendees participated in person or via live stream. MediaVest speakers included Bill Tucker, CEO, who kicked off the day, and Amanda Richman, President of Digital, who partnered with Comcast’s Pepper White to present how mobile drives acquisition and impact. Additionally, MediaVest clients Wendy Clark from Coca-Cola and Greg Warren from Walmart attended. Rounding out the agenda was Hewlett Packard, eMarketer, the Hershey Company, and Sprint.

One theme that emerged from both days: mobile is central to our lives. Some insights from the day via #anamvmobile on twitter:

Bob Liodice @ANAmarketers: 70% consumers comfortable w mobile ads-more so than any other platform

@scottberg @HP: product reviews make the biggest impact in consumers purchasing through mobile

@amandarichman @comcast P White: mobile allows for always on customer service via @comcastcares = more customer retention

Mobile is broader than a channel, but should be viewed as an experience when planning. @amandarichman @MediaVestUSA

@geofframsey @eMarketer “Think before you app. Think utility and fun. Think consumer’s needs”