FMCG giant Mars is tasking start-up firms to assist it measure the impact of mobile advertising on chocolate sales, one of a host of organisations looking to hone their digital marketing as element of a central authority-backed competition geared toward encouraging young entrepreneurs.
Mars is tasking start-up firms to assist it measure the impact of mobile advertising on chocolate sales
Mars is participating within the Technology Strategy Board’s IC Tomorrow competition, which attempts to pair-up large organisations and begin-up firms, with as much as £100,000 of presidency-funding on offer.
Each of the participating contest partners, which also includes the IAB, UK charity Nesta and media agency Vizeum, will partner with the eventual winning start-ups, offering them a 3-month trial in their ideas.
The confectionary manufacturer, alongside it media agency MediaCom, will field pitches on how brands in its sector can better measure the impact of mobile advertising on sales figures, so it will probably channel advertising budgets more effectively.
Stefan Bardega, MediaCom’s managing partner and head of digital, says tracking the effectiveness of a digital campaign is increasingly hard to implement, especially as consumer purchase journeys occur across devices.
He adds: “Start-up firms are flexible, agile and collaborative inside the way they work, and offer yet another perspective on solving a longtime challenge. What’s more they’ll even have the chance to check their product on one of many biggest brands on earth.”
Similarly, Nesta is participating to locate “hyperlocal advertising” technologies which might be offered to local media owners struggling to transition to the digital media landscape.
Also participating inside the Technology Strategy Board contest is the web Advertising Bureau (IAB), which has asked participants to give new social media analysis tools to its Social Media Council – a body with representatives from Facebook, Google+, LinkedIn and Twitter.
Kristin Brewe, IAB director of selling and communications, says its members are increasingly seeking to build relationships with the tech community.
Meanwhile, Aegis’ Vizeum, an agency that works with brands including BMW, Burberry and Ikea, is likewise participating within the IC Tomorrow event to look for the way to exploit digital channels to enhance engagement with TV audiences.
The event is held in association with the IPA and deadlines for entry close on 6 January, 2014.