Al Cupo, Vice President, Local Media Association
Greg Stuart, CEO, Mobile Marketing Association, kicked-off day two of the Borrell Online Advertising Conference. Stuart’s keynote presentation focused on three areas of mobile marketing- the local marketers state of mobile, MMA’s perspective on mobile and ways that local media companies can capitalize on the major uptick in mobile marketing.
1.) Local Marketers State of Mobile
- Marketers that use mobile will continue to use mobile (45%)
- An increasing number of retailers believe that mobile is valuable in driving traffic to their location
2.) MMA’s Perspective on Mobile for Marketers
- Growth of mobile is astonishing
- 45% of Americans own a smartphone today - more tomorrow
- App usages has doubled vs. two years ago
- Nothing brings marketers closer to consumers than mobile
- Phones are a media channel – U.S. Media consumption share of mobile has tripled since 2009
- Based on Algebraic Analysis, 7% of an advertiser’s budget should be spent on mobile
- Unique advantages of mobile - it’s personal; it’s pervasive; it provides proximity
- Phones / apps are getting even smarter
3.) Mobile Suggestions & Opportunities for Publishers
- Local media (sales) can (should) lead
- Publishers can improve ad effectiveness in digital by applying insights from the What Sticks Research:
- cut-out international impressions – make the local buy local
- manage frequency
- capitalize on time of day
- ad size matters
- page placement really matters
- Take advantage of the opportunities to innovate and educate at every level
- Understand and capitalize on the new digital path to purchase – no longer the traditional sales funnel approach
- Location, location, location - targeting opens up a new set of customers who want to target specific areas within the DMA