• by Joe Mandese  @mp_joemandese, May 14, 2012

Google’s Tim Reis stepped up the mobile intimacy analogy progressing from “moving in” with mobile marketing to actually sleeping with it.

Noting that most people are “not more than three feet from” their mobile device, Reis asked OMMA Mobile attendees, “How many people sleep with their phone by their bed?”

That said, Reis invoked the obligatory “time-spent” with media rationale to trumpet mobile’s advertising share deficit. Noting that mobile consumers spend 20% of their time with media on their mobile device, he pointed out that mobile media only gets about 1% of advertising market share.

I need not remind you of the erroneous nature of that direct comparison by pointing out that -– like the Web –- people do other things with their mobile devices in addition to looking at things that involve advertising. However, Reis makes a good point that mobile may indeed be under-represented in the advertising mix, because consumers are shifting rapidly to mobile media consumption.

He cited some obligatory “Nielsen research” indicating that when mobile is combined with other media, including Web and TV, etc., brand lift goes up 48%. He said he couldn’t break out mobile’s contribution for proprietary reasons, but he did disclose that mobile was the “No. 1” contributor to that lift.