Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Knowing where and when you shop -- and what incentive it will take to get you to makean incremental unplanned stop at a merchant -- requires a new type of science that learnsfrom both consumer behavior and response to incentives. Transaction intimacy andmobile intimacy are uniquely aligned, and can work together effectively to capture thepotential of mobile advertising and create a compelling ad unit. The mobile ad unit mustbe intimate, location-aware and capable of doing more with less to catalyze purchaseaction.Mobile represents the largest medium ever created, both in terms of devices and timewith the consumer. It is clear that the transformative ad units can help capture thepotential of mobile. However, the consumer intimacy of mobile needs an ad unit that isheld to a level of personalization not possible without a closed-loop system. This closedloopsystem has other data to inform consumer purchase insights and learns from theirresponse to incentives so that they are concise and compelling messages that arewelcomed.What Are the Options for Mobile Ads?Options for mobile ads include mobile video, media galleries, interstitial, cube images,360° viewing imagery, banners, expandable banners, landing pages, and rich media tabletads.You would think that users are watching videos on their mobile phones while on the go, butyou would be wrong. According to IAB‘s research (where IAB stands for the InteractiveAdvertising Bureau), 63% of digital video screening on mobile phones happens at home,with 36% of these home-based digital video activities taking place in a room where asecond screen — a TV, desktop computer or tablet — is also available. This in turn openssignificant cross-media opportunities for brand marketers when tying mobile digital video tolive TV programming or linking magazine ads to relevant mobile clips.The research also unveiled that an overwhelming majority (92%) of viewers share mobilevideo they have watched on their phone with others. And with mobile videos beingranked third on the list of high-time-spent (one hour or more per week) activitiesconducted on mobile phones, behind playing games and social media, the propensity forsharing video provides a strong vehicle for taking video ads along for the viral ride.In addition, IAB has also found the mobile video usage grows steadily throughout the day,peaking in evening ―prime time TV‖ hours. What‘s more, 22% of video interactions wereto access content viewers planned to watch, 18% were out of boredom, and only 3%because no other screen was available.103