Travis Johnson, presidente global de Ansible
Travis Johnson, Global President of the agency Ansible from IPG Mediabrands, presented in Mexico City the 2017 Mobile Index Study, that talked about the trends for the future of advertising. In an exclusive interview, he pointed out that the key is personalization. “Opportunities for advertisers are in thinking first about their audiences and in second place, about their products. Thinking who am I aiming at, what are their interests, how can I help them.”Johnson stated that people generally don’t have any problem in sharing their data, but they need something in exchange, whether it is a benefit with the brand or a great consumer experience. “I can be happy with giving my location in an app, but you have to connect the experience with me, it has to be relevant, understand where I am” he explained. According to the executive, virtual reality is still in a development phase, therefore his advice for brands is that, unless their foundations are well placed, and they have a good mobile experience and good applications, people should not go directly to that format.”What is going to work for brands is to respond to the consumers needs”he said.He highlighted that the creation of digital brand content that has the same quality as a TV commercial is a common mistake. “My advice regarding content is to make multiple and diverse ways to connect with the audience and test them, see how people are connecting and in one or two months, make more and longer versions of the topic that is being enjoyed. This is truly a testing and learning approach, instead of spending a lot of money on a few executions.”Watch video
