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BizReport : Mobile Marketing : June 08, 2012

How to use mobile to more deeply engage

A new ad unit out from JiWire may change the way brands look at mobile advertising - because it offers users a way to go online via mobile in exchange for ad interactions. Meanwhile, new data shows more women are engaging via mobile in-stores. Here's how brands can capitalize:

by Kristina Knight

From JiWire, a new ad type offering WiFi access for ad interactions. The move is a bold one as brands try new ways to engage an on-the-go consumer base. With the increasing number of mobile devices for which people need WiFi, it could change the way brands and consumers engage.

"As mobile advertising matures, solutions need to go beyond the standard banner to drive engagement. By offering mobile consumers a value exchange, brands can make mobile advertising useful, creating a win-win for both consumer and brand," said David Staas, interim CEO and President at JiWire. "We created Mobile Ads for Access with that in mind, and by tying in social media, brands can maximize their exposure with a solution that combines social, mobile, and location into one experience."

Here's how it works: a consumer using a smartphone/tablet, an ad comes in with a call to action in exchange for free WiFi - that CTA could be to watch a video or play a game or even sign-up for a newsletter - and the user takes it from there. They choose to interact or not. In early results some brands have seen a 38% engagement rate and a video completion rate of more than 65%.

As for how consumers, specifically women, are engaging on mobile, new data from Total Beauty Media Group indicates women are very mobile consumers. In a recent study, research showed 90% of women are using mobile devices while multi-tasking - perhaps while watching television or even while shopping. Other interesting results include:

• 25% of women use mobiles to find coupons while shopping
• Over half use mobiles to make purchase decisions in-store
• Half of those studied said they spent at least ¼ of their leisure time on mobiles

Of those multi-tasking women, nearly 20% are watching television while using mobiles, 13% listen to music and 8% are working out.

Tags: JiWire, mobile ads, mobile device trends, mobile marketing, mobile trends, Total Beauty Media Group

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