Mobile is proving to be an extremely effective marketing vehicle for brands, solving the issue of weakening TV advertising impact together with giving consumers an opportunity to engage and make a digital purchase. Mobile content is richer than ever, and consumers are now spendingmore time consuming media on mobile devices than TV.
On a given day, some of the highest ranked mobile apps have daily active users that rival the audience of "Monday Night Football" and "The Voice," and taken as a whole, the addressable audience in the mobile app universe far surpasses TV. Keep in mind that today more than 87% oftime spent in mobile apps is in the entertainment category (games, sports, news, music etc.) and social. These environments are extremely effective; they offer brands the opportunity to deliver video ads with the impact and emotional benefit of TV combined with a call to action related to the brand. That mobile call to action could be to purchase, watch a longer form video, promote a social action, drive an install and more. Net-net, it delivers the ability to encourage a consumer to act, engage with or buy a product. This scenario is a beautiful marriage of the power of TV's emotional impact with the pull-through ability associated with retail or direct response.
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