Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

mobile-centric ad unit? It seems clear that mobile needs a different and transformativeapproach to deliver impact and allow it to capture its rightful share of ad spend.While the small screen and modal nature of the device pose challenges to deliver theadvertiser message and consumer engagement, approaches to mobile advertising may beheaded in the wrong direction, chasing a misconception of the mobile device use case.Mobile is misunderstood. Location-location-location is the adage in real estate and inmobile, yet the importance of location outside of navigation and discovery may beleading to crippling mistakes for advertising in the mobile channel.Remember the movie Minority Report, with Tom Cruise experiencing location-based adstrying to turn his walking excursion into a shopping excursion? As he passed by,advertisers tried to lure him into their stores just because he was close. These merchantswanted ―Tom,‖ but none were really aware of what he wanted, and what it would take toget him to stop and shop.Does Home Depot want to wait until you are nearby to engage you and get you to stopby? Is this the best use-case to define the mobile device as a medium and a channel? Themost important item for an advertiser is to know you, your incremental sales potential,and what it will take from them to get you to make an unplanned visit.I would argue that proximity and relevance should not be confused. Just because I amclose to a merchant does not mean I have interest in making an impulse purchase, even ifI receive a discount or incentive trying to convince me to ―buy now.‖The mobile phone has become a constant sidekick -- you have it when you are watchingTV, in the office, seeing a billboard, or reading the news. You will consume manydifferent types of content on the device, and likely it is the go-to device at hand whenother content engages you and starts you on the inquiry or interaction that leads topurchase intent.In mobile, the transformative new ad unit must be concise and compelling and uniquelydata driven with a new type of content -- one that overcomes display and contextlimitations and aligns with the intimacy of the mobile device.Mobile ads need to overcome the modal nature of the device. People don‘t ―window‖well on mobile and tend to be task-oriented with messages or posts, consuming content,or searching. Advertising directly competes against the limited space available, so mobilead units must be concise.Being in a purchasing mindset is not always location-based. The most effective mobileads cause the consumer to start an unplanned shopping excursion, or can be triggered torelease based on other transaction activity regarding the consumer location andpurchasing mindset (i.e., if you just bought coffee at the Starbucks in the mall, it suggestsyou might be in the mindset to shop).102