Tierney Rocky's Blog

Tim Reis, head of mobile display for Google, explains why mobile ads are the next big thing. Please watch the video at the link below! I am unable to post the video directly as it uses Flash.

Source: http://www.businessinsider.com/a-googler-explains-why-mobile-ads-are-the-next-big-thing-2012-8

In summary, Reis says that cell phones are “extraordinarily personal devices” and therefore must be treated as such by advertisers, to maneuver around the protective and guarded attitudes that consumers have towards their phones. Reis calls this the attempt to break into a consumer’s “circle of trust”.

To successfully do this, mobile advertisers can’t spam or mislead its targeted audience, otherwise they will become defensive and thus unreceptive to any further mobile advertising attempts. Instead, marketers have to offer mobile-users content that is seen as relevant and eye-catching; whether that be through humour, education, or incentive (like a contest). By making material that is deemed relevant, the convenience of viewing or interacting with it on one’s phone on-the-go, or even while sitting in one’s room next to their computer, becomes the selling point, as mobile content is even more easily and more often shared. Although it appears tough to reach through these consumers’ defense mechanisms, once accomplished, the user is more likely to be a repeat customer as they enjoy the convenience of on-the-go, in-their-pocket engagement. They are also more likely to view the same content or visit the source’s website, on their computers at a later time.

As Reis notes, many consumers actually sleep with their phone right beside them, if not under their pillow, as well as take it with them to the washroom. These facts represent just how attached users are to their phones, and we all know what happens when you take away a baby’s security blanket; major damage control is needed to clean up the mess of crying, screaming, and flailing. As marketers, let’s not allow this to happen to our consumers.