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BizReport : Mobile Marketing : January 02, 2013

How mobile will change 2013

Mobile changed how shoppers engaged with retailers throughout the 2012 holiday season. And one expert believes mobile will also have a big impact on 2013 as more consumers go mobile. Here's how:

by Kristina Knight

"[In 2013] we'll see publishers invest in the yield of their mobile sites and work with mobile platforms who can leverage publisher data and market position to drive higher eCPMs through targeting and a more relevant user experience. 2013 will be the year that publishers put more 'skin in the game'," said Adam Soroca, Chief Product Officer, Jumptap.

One big change Soroca believes we'll see is manufacturers pushing more voice recognition features through mobile devices. With Apple's release of Siri and similar options from Android-based phones, Soroca believes voice capabilities will change in 2013.

"Siri was a reckoning force in 2012 and consumers have latched-on to that level of mobile connectivity," said Soroca. "From smartphones to vehicles, voice recognition is beginning to streamline daily tasks and represents the next step of seamless mobile integration. In 2013, consumers can expect more voice capabilities and options on smartphones and tablets with improved accuracy."

Finally, he believes third party data and privacy will begin to change how advertisers and publishers look at different mobile platforms.

"2013 will widen the gap between mobile platforms that can leverage third-party data for a privacy-friendly, comprehensive view of the consumer and platforms that rely heavily on mobile click behavior," said Soroca. "Advertisers will no longer settle for supposed insights that put mobile consumers into segments based solely on clicks on ads - a behavior that is too shallow and infrequent. Instead, advertisers will look to maximize audience data through platforms that have been able to ingest the wealth of third-party data to decipher between mobile 'pretenders' - those that click on ads without real interest in the offering - and 'intenders' - the 'Waldos' advertisers want to reach."

Tags: Jumptap, mobile marketing, mobile predictions, mobile trends

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