Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―Mobile is becoming one of the foremost mediums for consumers to discover and interactwith new brands, and they‘re increasingly as comfortable with mobile advertising as theyare with TV and Web ads,‖ he said.―For marketers, this presents a huge opportunity to engage attract and engage newcustomers."Increased competitionAs the appetite for mobile media continues to rise, mobile is becoming a fundamentalpart of consumers‘ communication needs. Unlike traditionally print or TV advertising,the always-on aspect of mobile creates an opportunity for brands and marketers to engagewith consumers throughout the day.The InMobi study reveals that 48 percent of mobile users surf the mobile Web whilespending time with family, 45 percent surf the mobile Web when at a social event, 60percent do so while commuting and 43 percent turn to their handsets when they shop.Another key finding is that 27 percent of respondents stated they have actively used 6-10apps in the last 30 days, averaging to 6.5 apps used over 30 days. This points to theopportunities provided by apps to engage with consumers.The report also found that 54 percent of respondents have noticed ads while engaged inan app. Eighty percent were influenced by a mobile ad to download an app and 67percent went on to visit a brand‘s Web site immediately afterwards.Globally, 54 percent of users discover mobile ads via apps, 40 percent on a search engine,27 percent on a retailer Web site and 23 percent on a video Web site.―That there are great opportunities with mobile advertising is not new, but, withconsumers now more receptive to mobile advertising than ever, marketers should expectincreased competition in engaging mobile users,‖ Mr. Latkar said.―Marketers need to deliver mobile ads that transform the ad experience and deliver rich,relevant and timely content to users,‖ he said.Shopping toolsWith many consumers now using mobile as their primary means of going online, this hasresulted in mobile devices becoming important shopping tools. Consumers are using theirdevices throughout the research and decision-making process of a purchase.69