The excitement and buzz around mobile continues unabated. And this week the IAB reported that spending on mobile advertising in 2012 surpassed the half a billion mark and that investment in the channel was up an amazing 148% on the year before. One word: Wowsers.
Tim Elkington, Director of Research and Strategy at the IAB attributes such unprecedented growth to marketers realising the ‘always on’ nature of the channel and looking to benefit from that. It’s true that smartphones have become a central part of our everyday lives, but it is important to understand the context in which people are browsing the web and interacting with brands via their mobile.
A quick look at purchases being made across our network shows that the peak time for mobile purchases is during the morning commute. In the evening mobiles are gazumped by tablets and during lunch people are far more likely to log in from their work PC. Our point here is that whilst mobile channels might be ‘always on’ are consumers ‘always viewing’? Not necessarily. Our very own Paul Brown warned in The Drum write up of industry reaction that it is important companies don’t get what he termed ‘mobile goggles.’
A truly impactful campaign will be based on an understanding of where people’s eyeballs are at a certain point in the day and tailor content and channels accordingly. Mobile is hugely exciting and more innovations will continue on this platform, but it’s not the only channel. Everyone needs friends and mobile is no exception.
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