Cannes 2016; Suthisak Sucharittanonta; Mobile

In the run-up to the Cannes Lions International Festival of Creativity 2016, we've asked a variety of venerable agency heads to dissect and discuss the awards categories, giving a considered overview of how the categories and competition has changed, as well as plucking their top picks for prizes from the creative crowd.

How would you define the Mobile Lions category in 2016?

Mobile is king. Mobile is the true mass media. There are more mobile users than desktop users now and this should begin to reflect the energy and amount of focus directed towards this medium. This category has the potential to be extremely innovative and inspiring, which is why it’s definitely a category I’ll be watching in 2016.

What developments or changes have you seen emerge in this category in the last year?

There has been a lot of refinement within this category, both in what’s being offered and how users are engaging with it. You can see this global shift just by looking at Facebook’s new ad formats, for example, which are now primarily optimised for mobile. On-demand services and live streaming are back, more efficient and reliable than ever before. Mobile messaging apps are also evolving, further pushing the creation and utilisation of chat bots, payment apps, taxi, hotel and travel booking apps and food/beverage delivery. Additionally, VR technology is emerging once again, but in its true form and, as it evolves, it could change the way that brands communicate with consumers in the near future.

What has most impressed you in mobile advertising in 2016 and what are you looking for in this year’s entries?

Stepping back from just looking at it under the microscope of advertising, I’d say the mobile industry as a whole has been quite interesting. Again, the chat bot revolution is redefining the rules of engagement and it will be exciting to see how this technology evolves and will be applied, from both a brand and a global perspective. I’m expecting to see more of VR technology, but the biggest challenge will be how to transform it from just a piece of novel technology to one that brings genuine substance to the user’s experience.

How important do you think mobile advertising is for brands?

At this point in time, the significance of mobile advertising is undeniable. Mobile devices are the primary media devices used by the majority of people around the world. To ignore this would mean ignoring one of the most personal and connected mediums in existence.

What are the most important things to consider when thinking about mobile advertising?

Data is the new insight. The use of consumer data to create more relevant and enjoyable customer experiences will result in more effective advertising. The golden era of mobile apps is already over. Most mobile users have all the apps they need and only use a select few messaging and social networking services, so instead of focussing on trying to enter an already saturated app market, we need to try and find a new angle. Brands are finding ways to engage their target audiences on platforms they already use.

How do you expect the category to evolve in the future?

As technology advances and mobile capabilities increase, so will the category. More attention is now being given to this category, which is only encouraging greater advancement and more possibilities.

Are you attending Cannes this year and what are you particularly looking forward to?

Yes, I will attend this year’s festival. I’m looking forward to seeing great ideas across various platforms, listening to many great speakers and also catching up with friends from around the world.