In situations where consumers search for
products and services on a mobile device, Bradford explains, they should be able to find what
they need quickly and efficiently. This is the
most straightforward and natural progression
from Internet advertising to mobile integration.
“The next thing is working on the format.
So ad format integration, sponsorship packages,
which are a little bit more difficult because
you’re just starting to see where the inventory
is, how to get it to be predictable, what kind
of creative things you can do and what users will tolerate, what they
won’t tolerate ... That’s just now happening across the industry,” says
The most difficult challenge, she says, is the predictability of
measurement and the effectiveness of those ads.
“Do [mobile ads] work better and should they be worth more? Do
they produce fewer results and [therefore] should be priced less? It
hasn’t stabilized from what it’s worth to a marketer’s standpoint like
Web-based and PC-based advertising has,” Bradford says.
Since Apple’s iPhone was introduced in 2007, the U.S. has
quickly become a nation of mobile consumers. Almost half of Americans own a smartphone, and according to eMarketer, they’re spending an average of 82 minutes per day searching the Internet, using
apps, playing games and listening to music — twice as much time as
they were spending two years ago. The report also shows the slowing
growth rate of time spent online with desktop and laptop computers,
Internet-connected TVs and other non-mobile devices. eMarketer
estimates that time spent on non-mobile devices will grow just 3. 6
percent to an average of 173 minutes per day in 2012, compared to
7. 7 percent and 167 minutes per day in 2011.
Little tablets, big
smartphones — and sizing
up the mega opportunities
of today’s mobile