Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

4. Mobile advertising performs poorly in Me Time on key ad effectiveness metrics. This isbecause the vast majority of messages are not relevant to the use at that time, are easy toignore, or get in the way.Based on these findings, AOL and BBDO have identified the following recommended actions tohelp marketers, agencies and brands improve their mobile interactions with consumers:1. Think about mobile as part of something bigger. Move beyond theconventional surface view of mobile behaviors to align your messagingwith the underlying motivators that propel mobile interactions.2. Focus on "Me Time." Think about ways you can redirect mobilecommunications to help users indulge and enjoy themselves.3. Recognize there are other mobile motivations. Targeting communicationsto capitalize on these motivators can increase engagement."Many in the industry tend to focus their messaging on the nature of the devices consumers areusing, as opposed to the mindset they are in when using the device" said Christian Kugel, VP,Consumer Analytics and Research at AOL. "This study was designed to uncover what's going onbeneath the surface so that marketers can better understand what roles smartphones actuallyplay in the lives of consumers. That includes realizing that much of use occurs when people areon their couches, not away from home."Added Simon Bond, BBDO's Chief Marketing Officer, "In the end, it's all about helping agenciesand creatives create the most compelling content. And based on our findings, that compellingcontent should be me-based, home-based, entertainment-based, not solely geo-location based."Additional findings from this study are scheduled to be revealed at the Mobile MarketingAssociation's "Smarter Mobile Marketing" Conference on October 3, which is being held as part ofAdvertising Week 2012 in New York City.Financial services firm Cowen and Company surveyed 50 major US ad buyers invarious industries in September and found that eight in 10 planned to increasetheir mobile advertising in the next 12 to 18 months. By the end of that timeperiod more than three-quarters of respondents expected to devote at least 5% oftheir total ad budget to mobile.But devoting more spend to mobile is as much about putting more ads in thechannel, as it is a result of rising mobile ad prices as advertising in the spacematures.The highest percentage of respondents believed the fast adoption of smartphonesand tablets was the No. 1 factor driving up the price of ads on mobile, at 70%,indicating that mobile penetration is the most important factor determiningadvertising value. Improved ad formats on mobile was also an important factor146