Mobile Location A Moving Target
In the closing panel looking at location marketing in mobile, agency executives pointed out that client education is still a big part of the challenge in rolling out campaigns. Ian Beacraft, senior digital strategist, Leo Burnett, noted that while the agency has become very digital focused, clients may still be more geared to TV and more traditional media. And when creative briefs get change, that can also lead to changes in tactics and technology used, including mobile location.
Vaino Leskinen, director of Mobilelab, Digital Arts Network (TBWA), said the precision of location data itself remains a challenge. While a retail client may want to hit a consumer with a mobile ad while they’re in a competitor’s store—geoconquesting—he suggested it wasn’t so simple actually pull that off.
Beacraft added that understanding the context and
place in which a mobile user will receive a message is critical. You don’t users to have to take off their gloves, for instance, to interact with a mobile ad, if they’re outside on a cold
day, or spill light from their device in a movie theater. “We often find people aren’ t in the ideal state for an ad,” he said.
A recent study by AOL and the University indicated marketers shouldn't worry so much about reaching mobile users on the go since 75% of mobile impressions (across retail, auto, telecom and travel) are viewed at home.