Mobile advertising is not only alive and well but is fast becoming a key component to a growing amount of successful digital media plans. It’s been predicted that 1.75 billion people worldwide will own a smartphone by the end of 2014. Mobile phone users are rapidly switching over to smartphones as devices become more affordable and 3G and 4G networks advance. It’s this smartphone explosion that gives brands the opportunity to connect with consumers in a real-time, real-world environment. It’s an advertiser’s dream.
But it’s not all plain sailing, and in some ways, mobile is a complex advertising method. One of the reasons advertisers and marketers are faced with challenges is because, from an advertising perspective, mobile is so different to web. Browser cookies aren’t available to follow people and get to know their likes and dislikes; user attention is short and frequent, spread between apps and browsers, maps and messaging; and although smartphone users check their phones up to 150 times a day, it’s often only for seconds at a time.Read More