Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

The “JiWire Mobile Audience Insights Report Q3 2012″ alsolooks into consumer use of mobile devices for research. Askingrespondents when they typically research a $100 product fromtheir device, the study finds that mobile owners most often doso at home (69%). That‟s not too surprising a result, givenrecent data from AOL and BBDO showing that 68% ofconsumer mobile phone use occurs inside the home―The gap between mobile‘s share of online minutes and ad spend isn‘t only down totracking difficulties, but tracking is definitely a barrier,‖ said Andrew Shebbeare,founding partner and chief strategist at Essence Digital, New York.Foursquare Has 10.4 Million Monthly Users―I‘ve lost track of the number of times a client has ditched a mobile effort because ofmeasurement difficulty or ROI skepticism,‖ he said.―I think that answering that challenge is key to driving up eCPMs in mobile forpublishers. The medium dictates that more ads are not the answer - we need better ads.‖Replacing the UDIDAdvertising on mobile is a growing business dependent in part on the ability of marketersto measure the success of their efforts so they can determine ROI and optimizecampaigns. However, because of mobile‘s relative immaturity compared to desktopadvertising and issues related to privacy, tracking users in mobile has been a thorn inmany a marketer‘s side.A survey conducted in August by Harris Interactive for The Search Agency found thatmore than seven in 10 US tablet owners ages 18 to 34, and more than eight in 10 tabletowners ages 35 to 44, looked up product information on their devices after seeingsomething interesting about it on TV. The behavior was significantly less commonamong older tablet owners (and, in addition, older consumers are already less likely toown tablets), but still, more than half of those 45 and older did the same.129