Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―Make one Web – ensure content and functional parity between mobile Web and desktopWeb,‖ he said. ―Make sure people can transact with your brand via mobile device.―Otherwise, mobile performance marketing is a non-starter.‖Context kingIn 2013, the context dream will come true.The great promise of mobile marketing was always that a better understanding of aconsumer‘s context would be able to give brands the ability to identify key moments andconnect with them in hyper-relevant ways, per Mr. Chen.For example, brands could target special offer messages to people who are close to a bigbox retailer.―Unfortunately, the reality has been that mobile device users generate a ton of data thattake an enormous amount of processing to turn into targetable segments,‖ Mr. Chen said.―That said, we‘re seeing companies like PlaceIQ, Jiwire, Qualcomm, the wirelesscarriers, and the social networks starting to map the raw data into actionable triggers andattributes.―And they are using more than just location and location-based meta-data to determinecontext,‖ he said. ―We refer to it as the mobile graph, a mapping of all of the mobilegeneratedconsumer data to targetable intent.―2013 will see mobile graphs being generated and used at scale.‖Next year will also bring about a mobile-triggered CPM crisis.Mobile is adding hundreds billions of impressions to digital media inventory. However,demand is not keeping up with supply.―For many media companies, the proportion of visitors coming from mobile devices isgrowing very quickly – in September, for example, about 49 percent of visitors to ESPNsites came from mobile devices – and outstripping their ability to monetize theimpressions from those visitors,‖ Mr. Chen said.―Consistently lower CPMs from mobile impressions will cause blended CPMs to declinesignificantly for multi-channel media companies,‖ he said. ―Lower mobile CPMs willalso contribute to consolidation in the mobile media networks in 2013.‖Furthermore, the executive believes that 2013 will be the end of the mobile Web.142