Mobile devices are where the greatest active consumer audience researches, decides, shops, stays, plays and pays. Expect this trend to continue as more applications (apps) make it easier and more convenient and simpler to use mobile devices for virtually all social communications and business commerce.
Advertisers will be finding that their best spend as a percentage of media mix budget will be that portion which is allocated to mobile messaging, advertising, branding and direct (and impulsive) smaller ticket sales conversions.
An increasing proportion of consumer time is spent utilizing mobile media (as a percentage of total media time spent) each calender quarter, yet the smallest percentage (as a portion of total media dollars spent) of media funds spent are on mobile.
The fact is that for the lowest media spend, mobile media yields the highest exposure to the largest. Assuming that this growing consumer fascination with mobile media leads to better messaging, name recognition, branding and actual sales, mobile media yields the greatest return on media dollars. Stated more simply, an investment in mobile media generates the highest ROI in the media investment mix.
The article excerpts below add some further evidence to this fact:
Mobile video ads for movies outperform TV, online
Video
ads for movies served on mobile devices proved more effective by every
measure of recall, favorablity and purchase intent than online or TV
ads, according to a study by Nielsen and Universal Pictures. "We know
that mobile works well for brands looking to engage consumers, but we
wanted to dig deeper. ... This new research further validates our
investment in mobile video for our clients," said Sarah Bachman, mobile
director of Horizon Media. MediaPost Communications/Online Media Daily
(11/13)Mobile viewing grows, as traditional TV loses ground
Mobile devices are the only source of television content that posted growth in time spent by users during the past year, according to Nielsen. Meanwhile, viewing of traditional TV decreased 1.7%, in part due to viewer multitasking with mobile second screens. MediaPost Communications/Online Media Daily (11/13), MediaPost Communications/MediaDailyNews (11/13), Multichannel News (11/13)
Bank of America to debut mobile payments for small business
Bank of America will launch Mobile Pay on Demand next month, a service that will allow small businesses to process credit card payments via smartphones and tablets. The service, which will challenge other payment firms such as Square and Verifone, is aimed at businesses that only process a small number of credit card transactions. Computerworld/IDG News Service (11/13)
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The two graphs below show the trends in mobile media activity and in mobile media expenditures. Apparently, small dollars invested prudently in mobile media yield disproportionately high results:
ILLUSTRATION A
ILLUSTRATION B
The trend is clear. An increasing amount of consumers are spending an increasing percentage of their time on mobile devices (and less on the other classes of media), while investment in mobile media per company on the average is growing at a much slower pace.
An investment in mobile media generates the most views and the highest potential ROI. Yet investment in mobile as a percentage of total media dollars is growing at a slowing pace than the medium itself.
Actionable Conclusion: If more of the media budget were allocated to a stronger mobile presence, the return on each company's total media dollars would likely increase. Gear up for an expanded and interactive mobile presence.
Thank you as always for reading me and for retweeting me, too.
Douglas E. Castle for
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