I’ve been in mobile for almost nine years and have always been keenly interested in how context can be affected by mobile. At a minimum, I’m interested in things like:
- The location in which mobile is used
- How location can affect user’s modality (ranging from passive to task-driven activities).
- Which content people choose to consume
- How much content they will consume
- User’s receptivity to disruptive marketing messages
- The location awareness of the device and the opportunities that creates in terms of relevance of display advertising, search results, etc.
I’m privy to many of the question asked by agencies about geo-targeting. It has been very common over the last year for our team to be asked “Can you do geo-fencing?” This question often comes without the benefit of an understanding of the true client objective. More often than not, we are not in the room when this idea first came to mind and are not in a position to challenge many of the assumptions that drove it. Naturally scale is always an issue to consider with any targeting.
I like to go further and challenge the objective in the first place. A lot of the questions about geo-fencing ignore some basic things we already understand about consumers, how they move through the marketing funnel and the timing involved. For example, does a person move from consideration to intent just because they are 100 feet from a store? Can you affect this timing with a display ad on mobile? Is that ad best served in the same DMA, perhaps 8 hours before the consumer is front of the store? How does the process change when considering big ticket vs. impulse purchases? Much to consider.
This article is ADOTAS “Jumping the ‘Fence’ of Location-Based Mobile Advertising” by Gretchen Joyce does a good job of elevating this discussion to a more intelligent place. Have a read and let me know what you think.
U.S. iPad growth is staggering after only one year.
My friend and mobile media veteran, Trevor Hamilton at Velti, shared some iPad stats with me from Apple Insider about web browsing on various smartphone and tablet platforms. Yes, I guess we ARE mobile geeks if we are sharing iPad market stats over breakfast.
When combined, iOS accounts for a whopping 60.7 percent of U.S. mobile browsing. That’s almost twice that of Android. Blackberry accounts for 6.9 % while Symbian, Windows Mobile and webOS combine for less than a half a percent.
The implications for publishers and advertisers is obvious. This is iPad and iPhone Safari web browser traffic, not applications. If you’re not optimizing content, advertising and existing infrastructure for these iPad, iPhone and other mobile devices, you are missing an immediate opportunity and ensuring you’ll have to play catch up as it continues to scale. Will it continue to grow?
How will iPad scale?
Apple Insider provides additional compelling stats: Apple has already sold more than 25 million iPads in just the first 14 months. They go on to quote analyst Gene Munster with Piper Jaffray, who put the numbers even more in perspective, determining that Apple is selling about 87,000 iPads per day.
And how does mobile browser usage compare to app usage? Here’s some data from Comscore that has mobile browsing in a slight lead.
Get busy, people! If you’re on the sidelines and ignoring iPad, iPhone and other mobile devices, you’re blowing it.
We spend a lot of time working with our clients to better understand news content consumption over mobile and other connected devices. This article and video present some very interesting research about how the “where” and “when” we consume news affects our choice of subjects and which articles to read. The work day and social connections of the office may already be driving our habits. We all know that context is key for advertising and marketing….This broadens the discussion to all content. Will editorial decisions morph based on these emerging content viewing habits?
Here’s a great post and short video from The Nieman Journalism Lab at Harvard which mentions Pablo Boczkowski‘s new book, News at Work: Imitation in an Age of Newsroom Abundance. Thanks to Ron Diorio, our client at The Economist, for sharing.