The Connected Consumer: Mobile’s role in the Connected Consumer mix

The opening panel at MediaTel Group’s Connected Consumer event on Monday gave some useful insight on mobile’s role in this world, but recognised that – despite the massive potential – we are still some way from bridging the huge gap between mobile usage and mobile advertising spend.

“Mobile represents about 20% of our time online, but only 1% of spend, said Tamsin Hussey, group account director at mobile specialist, Joule.

The debate led into second screen opportunities. Hussey observed: “77% use second devices with the TV, but 75% of these are doing something else. We do see spikes of usage around TV ads, but we are still trying to push people along the right path to purchase.”

Anna Bateson, marketing director for media and platforms, EMEA at YouTube, pointed out that Google engineers made a clear distinction between mobile and tablet. “These are often bundled, but we think of them separately as in home and on the move… The focus is on getting people more engaged with the programme via a second device.” But Bateson felt that there was also a gap in our knowledge when it came to video consumption on mobile.

Michael Bayler, strategist and author, agreed, but also warned – “the consumer on a mobile is usually not in consumption mode.”

In a later panel session, Steve Bignell, sales director at ITV, described the company “as a fan of second screen,” (ITV is in an exclusive sales deal with Shazam currently – so that’s probably a good thing!) but recognised it is not for everyone.

An interesting twist on engagement was provided by Ed Uzzell, proposition development manager, Sony Europe: “Is the TV actually the second screen?”

Nigel Walley, managing director of Decipher, added a “black and white TV” touch to the proceedings. “Second screen is completely unimportant now. It’s been happening in various forms for years. My granny used to knit whilst she watched TV.” Walley did however look forward to full remote TV apps being available on the second screen – “much more interesting.”

Tom Weiss, former MD of TV Genius, brought a further bit of consumer thinking to the mix, and took everyone back a couple of steps further in the process.

“Ambient TV is ok.”