On July 13th at the IAB Marketplace Mobile in New York, Paran Johar, CMO of JumpTap, said "The mobile internet is the internet on steroids." For consumers, mobile offers convenient information, entertainment, and exclusivity because advertisers can track location and demographic data, subscriber information, the day of the week, and the time. There is also less clutter and mobile is still seen as a novelty. Joy Liuzzo, Director of Marketing and Mobile Research at InsightExpress added that engagement is the "it" factor. The fact that consumers pay as much attention on their mobile phone as they do on the internet PLUS all the factors listed above, is why mobile is making such an impact.
The event was informative and showcased some innovative mobile campaigns from brands including Taco Bell, Dockers, and Nike. The best advertising campaigns keep the user experience in mind. The key to success is tailoring campaigns that offer the aforementioned information, entertainment, and exclusivity for the consumer.
That same day, the IAB released its first Mobile Buyer's Guide. The guide is timely, as four out of five people in the U.S. have a mobile phone, and usage has grown 25% per year over the past three years (InsightExpress, Pew, Nielsen, and comScore). The guide helps those who are new to mobile advertising, walking them through the steps of starting a campaign. It includes key definitions, an overview of how to buy on mobile, an explanation of common short codes and methods for activating mobile, and shows some examples of different types of mobile advertising executions. In the guide, the IAB explains that although the platform has its own vernacular, the buying process is similar to other platforms including the internet.
The Mobile Buyer's Guide was developed by the IAB Mobile Advertising Committee, which is comprised of over 120 member companies, working to educate marketers on the strength of mobile advertising.
As someone in the industry who does not buy or sell media, I found the material easy to read and informative. It's a good 101 for those new to mobile; and it can be used as added fuel in the argument advocating investing in the space to your boss.
