Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

nearest place to get a wake-me-up fix – the nearest, that is, in the chain of coffee shopsthat built the watchful app.You‘ve just finished a run, and as you log your workout data into a fitness app, up pops areward: a coupon for a free sports drink.Your baby is irritable. Her high-tech diaper sends an alert to your phone that explainswhy, courtesy of your favourite diaper-cream brand.Welcome to the brave new world of advertising.While the episodes just cited are more cutting-edge than mainstream, mobile devicessuch as smartphones and tablets are already transforming Canadian behaviour and, withit, the very nature of advertising. And as advertising changes, it will work its way into thevery DNA of businesses that need to perpetually reinvent their interface with customers.As for the media business specifically, the acceleration of mobile augurs well for thelikes of Google and Facebook, and poses yet another challenge for the digitally batteredpublishing sector.Advertising‘s age-old ―push‖ model of broadcasting messages to all and sundry, in thehope that someone pays attention, is being replaced by micro-targeted ―pull‖ campaignsthat effectively co-opt the customer into accepting messages and even bonding with theadvertiser. That means businesses must learn, with the help of their ad agencies, toleverage data about the characteristics, preferences and even real-time location of mobileaddictedconsumers.The speed of change adds to the urgency for business. It was only six years ago that theiPhone was launched. In the past two years alone, the number of Canadians who ownsmartphones has doubled from 33 per cent to 67 per cent. According to a forecast frommarket researcher IDC, this year tablet sales will outpace laptop sales for the first time.Tablets are expected to surpass total personal computer sales in 2015.Until now, advertising dollars have not kept pace. In 2013, out of an $11.5-billionadvertising market in Canada, spending on mobile-dedicated campaigns will reach only$215-million, according to media buyer ZenithOptimedia.That figure does represent growth of about 65 per cent from 2012, but it‘s still only asliver of the digital advertising pie. Traditional online display advertising – those bannersat the top of a website, or boxes in the corner of the screen promising to reduce belly fat –is worth more than $1-billion.The new mobile ―pull‖ methods vary wildly, with similarly divergent results, as willhappen on a fast-changing frontier.„Subtle‟ mobile ads6