Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Lockhorn continued that monetary challenges aren't just coming from the clients, but "Publishers, too, are still figuring out how tosupport from a technology perspective, and how to price it."5. Remember — tablets are different than phones:Not all second screen experiences are created equal. Sure phones and tablets are both "mobile," but screen size and functionalityshould lend themselves to different user experiences."One challenge is understanding and educating how tablets are different from phones," Greene said. "People typically think aboutricher ads (like iAD), which comes with a host of caveats."Vale agreed, stating:"Both devices should be treated differently when planning for a campaign – the user experiences, audiences and engagement oftablet devices are very different from mobile. Tablet is far more of a laid back, immersive experience, whereas mobile istransactional snippets of information.Tablet devices also tend to be one piece of a multi-screen experience and are predominantlyused in the home (while simultaneously using other media). The type of content and activities performed by users on tablets isoften long-form such as reading news articles and watching videos. Not understanding, integrating and then tailoring tablet adcampaigns based on these insights is a detriment to brands."6. The creative needs to get more ... creative:"The vast majority of ads are simply taken directly from the magazine – static imagery," Lockhorn said. "Beautiful, but notcapitalizing on the inherent interactive capabilities of the device."7. The ads need to be more of a streamlined experience:"Interstitials, forced slideshows and auto-starting videos may drive page views and impressions, but they can create awkward anddisruptive user experiences," Greene said. "Recently I saw a takeover ad open within a web window inside of Twitter, whichrendered the ad impossible to close. It's unlikely that the ad server was aware of where it was serving the ad, but we need to dobetter than this."52% of marketers report that they are experiencing greater ROI through mobilemarketing than through any other medium. That‘s a huge step forward in mobilemarketing. We‘ve jumped from the rabbit-in-the-headlights moment to actually making areturn on investment. With 48% of mobile owners admitting that mobile marketinginfluences their purchasing decisions, it‘s time to act (if you haven‘t already).132