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BizReport : Mobile Marketing : November 13, 2013

How to prepare for mobile success in 2014

The trend of second-screen viewing has fueled spending on mobile ads, because now more than ever consumers are watching TV while interacting with their devices. If a program goes to commercial, brands need to stay in front of the viewer's eyes to get their message across and make it stick. More and more, eyes are wandering towards their devices during these breaks, and the savvy brands have adjusted their strategies to mobile content that complements the second-screen trend.

by Kristina Knight

Kristina: Are brands beginning to reach their potential in mobile?

Martin Hayward, Mirror Image: The brands that are reaching their potential in mobile advertising are those who understand that they have the power to positively impact their customers' experiences if they leverage mobile device technology and capabilities. By taking into account the number of mobile devices and the increasing trends of second-screen viewing and location-based consumer preferences, brands have an entire new landscape to reach their audience. Successful brands will take advantage of this new landscape, and effectively target their audience.

Kristina: What needs to happen in mobile for brands to really break through and begin engaging consumers via mobile devices?

Martin: The brands that jump ahead in the mobile ad race will be the ones who make the most use out of real-time bidding, device detection and location-based advertising. These strategies can all be used to a brand's advantage to deliver the most relevant, timely ads possible. If a brand can quickly send out a mobile ad to a consumer who is in a store with a relevant ad that shows up cleanly on their device, they have a much greater chance of influencing the consumer to purchase their product. Real success will come in that form, where a mobile ad is taking advantage of dynamic capabilities to enhance the consumer's experience and delivering messaging that resonates.

You can read part one of my chat with Martin and Mirror Image, including the importance of mobile RTB, here.

Image via Shutterstock

Tags: Mirror Image, mobile ads, mobile content, mobile marketing, mobile trends

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