Mobile can be used to keep content with consumers at all times: ad:tech

via: Mobile Marketer

NEW YORK – New technology, such as mobile, is changing the way brands are rolling out product integration.

A panel at ad:tech, New York titled The Branded Entertainment in the Digital Age explored how marketers are adapting to the changing media landscape to reach consumers with branded entertainment. However, some panelists disagreed on the power of the mobile platform.

“Mobile is awesome,” said Jared Hoffman, partner at Generate, Los Angeles. “Mobile allows you to take stories with you to more and more places.

“I think the interesting thing that presents itself now is a storytelling challenge,” he said. “Consumers can interact 24 hours a day.

“They can never step away from content.”

Mike Trigg, vice president of marketing and business development at hi5, San Francisco, said that mobile integration has always felt like it has been two years away for the last 10 years.

Mr. Trigg said that stores sending offers to a consumer’s mobile device as they walk down the street could be a great feature great feature, but it is not quite at the level yet.

With mobile, Mr. Trigg also said that consumers will be guarded.

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