Breakthroughs in Polish mobile marketing in 2014
Michał Włodarczyk, Head of Publishers & Ad Networks Team
Event of the year
Finally, the potential of mobile devices has been noticed. First off, by marketers – which resulted in boosting the visibility of ad campaigns using this channel and its unique possibilities (coupons through BTS? Super!). But also by publishers and business, who rolled up their sleeves to prepare and release mobile apps in effort to create their mobile alter-egos.
Success of the year
iBeacon. This is pretty obvious – a good ¾ of my vote go there. And the remaining ¼ for… the well-known sailor who had this interesting idea which is now conquering the consumer electronics world with a combination of a screen with wi-fi and mobile app.
Disappointment of the year
QR codes on outdoor hoardings? The early launch of Google Glass? Or perhaps the million dollars wasted away on Ring? Hard to say.
Personality of the year
I’m a fan of the bitten apple branded products: ½ of my vote for Tim Cook for the successful new iPhone and iPad versions. The other half for Polish engineers, whose mobile solutions easily compete for crowdfunding in foreign portals.
Trends of the year (2014)
Innovation: in Poland and abroad. The varied technologies emerging are ever more interesting, they often carry an avant-garde twist. Some of them turn out successfully, some end up as a failure, but there’s no doubt that the mobile market offers a great deal of opportunities for intriguing ideas to ripe – and a whole bunch of producers and start-up businesses are eager to tap into this trend.
Predictions for 2015
The share of mobile page views will continue rising, so will mobile ad spends, and all that the beat of the standardisation of mobile traffic measurement on mobile websites, or mobile advertising. You can’t forget the wearables. It will be all about the wearables.