Former MediaCom global head of mobile and Blis VP on board as mobile-first platform drives brand and agency uptake of cross-channel advertising
London — 5 March 2021: Mobile industry thought leader, Ben Phillips, is to join TabMo as the company’s first non-executive director (NED).
The move is a key part of the strategy to capitalise on market opportunities across TabMo’s global network; demand for its mobile-first platform Hawk continues to grow as data and technology advances increasingly make mobile the lynchpin for cross-channel advertising.
Phillips has spent 17 years working in the mobile advertising space, from creative platforms and technology to developing and activating mobile and digital strategies for global brands; he has won various awards, including five Cannes Lions, in the process.
His career-path includes five years at the UK’s largest media agency MediaCom as global head of mobile, spanning the period of the channel’s widespread expansion and adoption. This was followed by the role of vice president of strategic accounts at mobile location data company, Blis, where Phillips worked with agencies and brands direct to overcome challenges and drive return on their advertising investment.
Phillips’s hands-on experience of mobile’s evolution will support TabMo as it continues its expansion. The company currently has offices in the UK, France, Germany and the US; the newly-created NED position is one of several hires planned for 2021 to support clients’ increased use of its Hawk platform.
TabMo consistently broadens the scope of its offerings to present advertisers, agencies and brands with new opportunities. The new ability to unify formerly siloed channels within Hawk is twinned with the release of proprietary products including In-Store Impact; launched in 2020, this is first self-serve technology to show incremental store visits and footfall data in real-time and across mobile, audio and digital out-of-home (DOOH).
Renaud Biet, co-founder at TabMo, says: “In connecting the different advertising screens, mobile is becoming more and more central to the success of all campaigns. Ben’s extensive experience of working across the mobile ecosystem will feed into Hawk’s proven technical capabilities and the company’s industry knowledge. This will support us as we continue to open up opportunities with agencies and brands throughout the world as they look for advertising solutions in a complex multi-channel environment.”
Phillips says: “With direct experience of using TabMo’s platform while at MediaCom, I have seen first hand the reliability of its platform and the results it delivers; this is combined with a culture that actively encourages inspiration and innovation. I jumped at the opportunity to work with such a robust business during its dramatic growth and development.”
TabMo’s Hawk platform enables advertisers and agencies to activate campaigns and overlay mobile device data to optimise placements and increase targeting efficiencies. Hawk is the only platform to enable brands and retailers to track incremental store visits in real time, and also unlock a host of actionable customer insights via its In-Store Impact dashboard.
Headquartered in Paris and with offices across Europe and in the US, TabMo’s proprietary platform, HAWK, enables advertisers to execute multi-channel strategies across mobile, audio, digital out-of-home (DOOH) and connected TV (CTV).
Using a wealth of Device ID data to power and execute these strategies, TabMo’s unique proposition is perfectly placed to help retailers recover from the coronavirus lockdown and connect brands with relevant consumers whether they are looking to generate site traffic, undertake brand-building exercises or encourage users back into their stores.
TabMo is able to create bespoke end-to-end strategies for each advertiser and campaign using four key components — Data, Location, Channel and Creative — ensuring that the most relevant users are reached in the most relevant locations with the most engaging formats regardless of the media they are consuming. Using these core components allows TabMo to create strategies that transcend formerly siloed media environments and create greater efficiencies in the process. TabMo is also able to attribute the effectiveness of these strategies in a number of ways including being able to track footfall uplift to stores in real-time through its new and exclusive product, In-Store Impact.
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