Alberto Pardo from Adsmovil: It’s Going to Be More Important to Locate Consumers Than Knowing Who They Are

For Alberto Pardo, CEO and Founder at Adsmovil, analytics is becoming a priority, because users are more and more multiscreen. During his talk: Issues to consider when shifting from web to mobile, held in the IAB Digital Day, he noted the increase of online users, where 9 of 10 connects via mobile device, according to comScore Latinoamérica. “You can’t communicate the same way for web and for mobile, because the users are different. It’s going to be more important to locate consumers than knowing who they are” he said. Women have been the engine driving purchasing via mobile, he added. “There is less engagement on mobile, because not all the content is mobilized. Different screens are being used at different times to perform different activities.” He mentioned that measurement strategies must vary depending on the analyzed screen. “Mobile entails location and this is the main distinction with desktop. Mobile advertising allows to use native functionalities of the device, compared with desktop.”