Mobile + Tablets Blog

Tablets, Mobile Devices

The time for mobile-specific advertising is now

05 February 2013 · By Dirk Barmscheidt

The audience for mobile advertising is ready and waiting for a campaign with a simple, focused, and clear benefit message — one designed for mobile. If you build it, they will come.

In 2012, smartphones finally took over the mobile device market. In the fourth quarter of 2012, Germany saw 68% smartphone penetration in the age cluster of 14 to 30 years.

The usage is fragmented: talking, texting, e-mail, video, music, social networks, games, and apps. Smartphone users are always on — on in the Internet and on mobile sites.

MillwardBrown has studied this behaviour in 6,000 interviews all over the world. The report shows us several lessons that will help us to develop the right advertising strategy on mobile devices. 

In general, mobile users reject mobile advertising. Only 23% of all users like mobile ads (as opposed to 51% for TV ads). The question is why?

The answer is simple but important: Advertising for mobile Web sites had to be made for mobile Web sites! It has to be simple, focused, and with a clear benefit message. These basic principles of a successful advertising campaign are too often forgotten.

Mobile ads are working much more efficiently than online ads, according to MillwardBrown, which reported higher ad awareness, higher message association, and better purchase intent.

Only positive numbers and effects. Why the hell is the advertising spend so low?

Advertisers and especially media agencies are aware of the next fragmentation of the media planet. This means more planning, new KPIs, new creatives.

Both need to invest in this new powerful media category. And they will get a highly profitable ROI — as the content providers and e-commerce companies showed us in the last month with their growth.

Advertising is now a multi-channel discipline. The faster the advertiser perfectly masters this new discipline,  the more successful it will be.

It’s time for your campaign!

print article send to friend

blog comments powered by Disqus
About this blog

As news increasingly goes mobile, this blog’s mission is to be the worldwide reference guide to growing and engaging news audiences via mobile devices and tablets; attracting mobile revenue via advertising, sponsorship, and subscriptions; and owning the market for mobile news.

Meet the bloggers

Dirk Barmscheidt
Founder and Managing Director
Brantalist - Digital Business Consulting
Hamburg, Germany
send message

Chuck Blevins
New Platform Development & Technology
Atlanta Journal-Constitution
Atlanta, Georgia, USA
send message

Mark Challinor
Mobile/Digital Consultant
Vice President, INMA
London, United Kingdom
send message

David Murphy
Founder and Editor
Mobile Marketing magazine
London, United Kingdom
send message

Stefan Savva
Mobile Director
Fairfax Media
Sydney, Australia
send message

Lorna White
Senior Planner Connect
London, United Kingdom
send message

Padraic Woods
Mobile Development Manager
Verdens Gang
Oslo, Norway
send message

Blog roll

Mobile Marketer

Mobile Marketing Association

Mobile Marketing Magazine

Mobile Business Briefing

Newspaper Marketing Agency


RSS feed

Blog archives

March 2015 ( 3 )
February 2015 ( 3 )
January 2015 ( 5 )
December 2014 ( 5 )
November 2014 ( 3 )
October 2014 ( 4 )
September 2014 ( 6 )
August 2014 ( 3 )
July 2014 ( 4 )
June 2014 ( 6 )
May 2014 ( 4 )
April 2014 ( 4 )
March 2014 ( 6 )
February 2014 ( 5 )
January 2014 ( 4 )
December 2013 ( 4 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 3 )

Mark's Twitter updates

    Join INMA Today
    Upcoming Events
    INMA Ideas Day on Advertising
    Paris, France
    24 April 2015
    INMA World Congress
    New York, United States
    10-12 May 2015
    INMA Ideas Day on Marketing
    Brussels, Belgium
    22 May 2015
    INMA Big Data for South Asia Media Summit
    New Delhi, India
    26 May 2015
    INMA Congreso Latinoamericano
    Bogotá, Colombia
    13-14 August 2015
    INMA South Asia Conference
    New Delhi, India
    19-20 August 2015

    More Events

    Member Profiles

    • Ronie Pires

    • Kurt Hower

    • Carsten Jensen

    • Fiona Roberts
      United Kingdom

    • Idupuganty Venkat

    • Therese Migan

    ©2015 INMA | Home | About | Contact | RSS | Privacy