This Is The Year Of Mobile Content! How To Advertise To Mobile Consumers
Advertising to the mobile consumer is not an easy task. They are in a hurry, they have far more important things to do (like update a status), and, as with all advertising, they do not want to be advertised to. So what is a marketer to do? The answer is... Get Clever!
To advertise to this demographic, you need to include your ad content as seamlessly as possible into the experience of the consumer. It needs to be relevant to their "here and now" and if possible enhance the online experience. It has to give them something they want, and it has to do it without them feeling like they have been interrupted. Research has shown* that 85% of mobile phone users are most likely to pay attention to graphic adverts. This includes videos, banners and adverts that require interaction. The same report states that 70% of mobile searches lead to action within one hour, while online searches take about a month for the same percentage to be reached.