SMS YES or NO to 53421, asking for feedback on a poll or a question was the way conventional media started to interact with mobile. This feedback mechanism due its soaring popularity has certainly housed many pockets in India and has become the rationale of augmented usage by the marketers.
Middle East is certainly nearing a point of seeing a smartphone in every pocket, the rise of mobile and the fast adoption of smartphones have led to many consumers going everywhere with their very own direct-response tool. With the device, they use calls to action from other media to get more information and sometimes even make a purchase immediately, wherever they are.
Today almost all the traditional mediums i.e. TV, Print, In-store and OOH have a direct or indirect correlation with mobile medium (mainly smartphones). With 2 D barcodes and LBS (Location Based Services) not only connecting but making an on-the-go consumer to Call to Action has taken a concrete shape.
But are all the mediums leveraging this personal and portable medium equally?
As the habit of pulling out a phone to respond to ads takes hold, some media are enjoying faster uptake than others. According to March 2012 research from Google, conducted by Ipsos MediaCT and TNS Infratest, 43% of smartphone owners used their device to search in response to television ads at least monthly. Nearly as many, 40%, searched in response to ads they saw in stores.
Searching based on magazine ads and out-of-home ads like posters was less common, but seems likely to increase as smartphone owners get more and more used to pulling out their device to get information, increasingly prompted in these media by 2-D barcodes, as well.
Typically, respondents reported researching products on their smartphone while either at home (58%) or generally “on the go” (43%), followed by in a store (31%), making retail locations the No. 1 single out-of-home place for smartphone owners to take action.
Meanwhile, the locations of online ads noticed on mobile devices shifted between July 2011 and March 2012 toward a greater emphasis on general website ads as well as in-app ads. Respondents were somewhat less likely to notice ads in March on search engines or on retailer websites.
These shifts are part of a maturing mobile ad market, which eMarketer estimates will reach $2.6 billion in the US this year.
According to a new Yankee Group study, mobile ad spending across Brazil, China and India will grow six fold to total more than $6 billion by 2016, while the U.S. total will level off to about half that amount in the same four-year period. In Europe, the growth of mobile ad revenue will level off even more markedly, with little or no rise in the estimated $1 billion generated this year.
The study further predicts that the mobile sector will make up more than half (51%) of digital ad revenue in India in four years, compared to just 11% in the US.
Such ads have so far enjoyed click rates higher than those on desktop websites, a fact many have chalked up to their novelty. As that novelty continues to wear off, smart marketers will look to mobile’s potential for generating responses to ads in other channels as well as within mobile advertising itself.