Speaking with Mark Strecker and Gabi Schindler about Amobee mobile advertising is both exciting and worrisome. On one hand, new forms of media fill our digital and mobile devices as demand rises in developed and emerging markets. The quality of content varies, but consumers indeed have substantial news, sports and entertainment programs available.
In fact, people seem to have an insatiable thirst for multimedia, causing telecommunications companies to transition from hardware to software, from dumb phones to smartphones. Consumers’ demand for mobile smartphone apps increases.
Content producers–like mobiTV–deliver streaming video on a monthly fee basis through the carriers. Consumers willingly pay for some digital content–movies, sports, special events–but still shy away from most Internet services. That’s changing as customers mentally readjust from buckets of minutes to buckets of data. The carriers drool, content producers jump for joy and the mobile advertising folks happily wait for the next Gartner report.
But mobile hardware, like tablets, has mesmerized consumers. Amobee’s Gabi Schindler constantly sees flyers’ using iPads and other touchscreen devices. She comments in the podcast about her vision of wireless-enabled glasses, watches and mobile augmented reality, powered by mobile devices with faster processors, higher screen resolution, and mobile broadband. How about a pad computer with a detachable phone built-in for an evening out? These technologies and applications offer mobile advertisers profitable opportunities for sophisticated advertising campaigns.
Amobee Mobile Advertising Ecosystem
In the podcast, Mark and Gabi share their insights about the changing roles of mobile advertising. Like other firms, Amobee helps brands, agencies, publishers, ad networks and operators facilitate campaign creation, placement, and measurement. In a complicated ecosystem like mobile, filled with multiple players like real estate, having experts at the helm is the only way to pull it off. But with trust and greater ad spend come commitments.
Key brands and large agencies, for the most part, have blessed mobile as an effective advertising channel. After the blessing, though, comes performance expectations. Mobile advertising firms must show results. If brands and agencies are going to increase mobile ad spend, they expect to reach goals.
Mobile Advertisers Becoming Mobile Consultants
When Mark and Gabi speak about their business, they almost sound like consultants or adult counselors. They talk about “providing advice” to publishers and operators. “Building relationships” is now the mantra in the mobile ad biz.
So Amobee is targeting developed Asian countries, Latin America and, naturally, the U.S., a country that’s mobile hungry. The predicted 50% smartphone penetration in 2012 is only the beginning.
Listen to two forward-looking executives as they paint a picture of a mobilized, advertised world.
Amobee Mobile Advertising – Further Information
Mark Strecker has 20 years of mobile phone and high-tech experience. Prior to Amobee, Mark was VP of Solutions at Cellmania (acquired by RIM), a leading mobile content platform provider, where he focused on market development and account management relationships with mobile operators and strategic partners worldwide.
Mark has been instrumental in building successful startup companies, serving as the VP of Business Development and founding team member of MSX (acquired by Cellmania in January 2008), and co-founder of Convade, a rich media content management solution provider. His previous positions Director of e-Business and Strategy at Seagate Technology and Management Consultant with Arthur D. Little where he helped Orange and American Express develop their mobile phone strategies.
Gabi Schindler, Chief Marketing Officer
Gabi Schindler has extensive global marketing experience, leading marketing and communications efforts for Fortune 100 companies, start-ups, and medium sized companies. Formerly, Gabi was the CMO at Azingo, an open mobile platform company acquired by Motorola in 2010.
She was also the CMO at Saba, a global enterprise software company with leading people management solutions. As the Senior VP of Global Marketing at PalmSource, Gabi launched the first successful PalmOS smartphones with Palm, Samsung, Sony, Kyocera, and other leading global operators. Gabi was also VP of Marketing at AT&T and Senior Director of Public Relations at Apple.