Cannes Q&A: Mobile with Chris Wall

I find it fascinating that the term ‘mobile’ is still a thing. The more I think about it, I’m not sure what it actually means in the context of advertising.

How would you define the Mobile Lions category in 2018? 

I find it fascinating that the term ‘mobile’ is still a thing. The more I think about it, I’m not sure what it actually means in the context of advertising. It’s a funny one, ever since YouTube and Facebook bled into this space it was always going to remain hyper relevant. But after looking up something clever on the internet (using my mobile phone) and discovering that mobile ad spending worldwide will reach something like $176 billion in 2020, I’d say that it’s pretty important. However I’m still not sure if clients talk about the category in the same way that agencies and journos do.

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

Technologically, nothing that has blown my socks off. I think our industry has fallen out of love with ‘innovation’ or tech developments, which is a good thing in some ways. The interesting thing for me is the convergence of outdoor/social/mobile into pretty much the same canvas. Both creatives and media agencies are cottoning onto this. Even the big social networks are calling it ‘outdoor in the palm of your hand’. It’s created interesting touchpoints for marketers who can make it work cleverly. 

Also, I should note influence has very much grown up now and e-commerce is absolutely thundering onward in the mobile space. The trifecta of content, influence and e-commerce is something we have heavily invested in within the Ogilvy Social Content & Influence team and it’s bearing fruit for our clients and awards cabinet. On a personal level, it works extremely well in Instagram and is destroying my bank balance.

It’s much, much wider than people think. I imagine that’s a nightmare for entries.

What has most impressed you in mobile advertising over the last 12 months and what do you think the jury will be looking for in this year’s entries?

I think I love the little things more and more but they don’t usually get centre stage at big awards like Cannes. I don’t think I’ve been knocked out by one thing in a particular category. The jury, as always, will be looking for something that feels timeless, entertains them and is a little bit clever, in a way that both frustrates them (i.e. why didn’t I make that) and enthrals. Oh, and simplicity is always good. 

What are the most important things for brands and agencies to consider when thinking about mobile advertising?

That depends on what the brand or agency is trying to do. I’m not being evasive, I just think some people will want to get revenue or sell product, while some will want pure utility. 

What do you think is a common misconception about the Mobile category?

Er... It’s all about apps? The category has basically morphed, as devices have become more sophisticated, into what the digital category is or was. Mobile has just eaten that up. The category now consists of web builds/social/UGC/content/AR/etc. It’s much, much wider than people think. I imagine that’s a nightmare for entries.