Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

evenues in the third quarter after starting from scratch this year. Itgenerated 14 percent of its total advertising revenue from mobile.Facebook is just beginning to tap the potential in mobile. The socialnetwork says 60 percent of its active users log in on phones.Google, parent of Motorola Mobility, is the largest player in mobileads because of its dominance in the $2 billion mobile search market.The company says it's on track to generate $8 billion a year frommobile ads and apps and media sold through its Google Play store.A big challenge for publishers and other ad sellers is that advertiserspay less for ads on mobile devices than for online ads on desktops.There are several reasons. There is more supply of mobile ad spacethan there are buyers. And it is harder to track whether people makea purchase after they see a mobile ad.But smartphones offer marketers something that desktops don't: theability to target users on the go. Advertisers are trying to figure outwhat consumers want when they are on the train, walking down thestreet or sitting in a coffee shop -- and squeeze it into a small screen.Deerfield-based Walgreen Co. has used mobile ads to encourageconsumers to download its smartphone application for refillingprescriptions and editing and ordering photos. The drugstore chainalso is targeting special offers to its mobile customers. On BlackFriday, for example, Walgreen plugged in a digital "scratch off" gameinto its mobile app that provided discounts for Starbucks coffeeproducts.The goals of the app are to increase customer engagement and driveconsumers into stores, said Tim McCauley, senior director of mobilecommerce at Walgreen.The app, while it brings a lot of utility to Walgreen customers, alsoserves as an ad for the retailer, said Unkel of VivaKi."Apps are becoming the brand experience for consumers," Unkelsaid. "To me, that's the most compelling thing in mobile as it relates toadvertising."Also gaining traction in mobile advertising are targeting consumersby location to take advantage of GPS features on mobile devices.Foursquare, a mobile check-in app, has begun selling ads tomerchants to provide loyal customers with coupons or updates aboutnew products. The next big thing in location-based ads is matchingplace with consumer behavior so people receive relevant coupons or126