The world of advertising is changing at a dizzying pace. New
media are transforming advertising, and consumer
expectations have changed accordingly. In this dynamic
environment, no communications platform holds more promise
than the mobile device.
Mobile platforms present a unique opportunity to reinvent
advertising. With mobile, the perception of advertising will
shift from interruptive broadcast messages to targeted
information services of real value to consumers and positive
interactions that have an immediate top-line impact.
Advertisers care about two basic metrics – reach and
purity. They want to communicate with as many people
as possible (reach) and they want to reach the most
accurately targeted audience possible (purity). In the past,
advertisers have tried to compensate for a lack of purity by
casting a wider net, spending inefficiently and often
failing to reach their target audience.
With mobile, advertisers can deliver the right information
to the right target at the most opportune time; delight the
consumer with instant gratification; complete transactions
and measure direct correlations between advertising,
transactions, and return on advertising (ROA). With the
power of real-time metrics in hand, advertisers can
scientifically design, measure, and alter their campaigns
and deploy strategies for one-to-one relationship building
with customers.
Mobile is having a significant impact on local advertising.
The attributes of immediacy, location, always-on
connectivity, user profile and segmentation, and the viral
nature of the medium make mobile the best channel for local
advertisers to engage potential customers.
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