The majority of consumers watching
the Super Bowl would like to take action on their mobile devices, based on television commercials -- but most didn't, according to findings released Monday by the Mobile Marketing Association and
Session M.
In fact, 21% want to see more commercials inviting them to interact with the brand on a mobile device and be rewarded with incentives and content for their actions.
Michael
Becker, the managing director of the MMA, said mobile is the one media that turns radio, television, print and out-of-home media into interactive media. "Brands need to respond in context based on the
type of device, time of day and geographic location," he said.
Search engines also need to play a role, helping marketers connect with location, time and other parameters that feed into mobile
to gain relevant responses. "You'll start seeing real-time bidding solutions, as I'm conducting a search to make sure the correct offers serve at the perfect time," Becker said. "Then there's the
personal interest graph that will overlay on search results to serve real-time content."
During the Super Bowl, 91% of viewers used their mobile devices during the commercials -- most
responding to the ads -- but only 35% reported completing a follow-up action on their phones after an ad aired, according to findings.
Companies like PunchTab, which power nearly 15,000 active
loyalty programs reaching more than 22 million consumers every month, support engagement and loyalty platform programs on social channels such as Facebook, Twitter, Instagram, video and ecommerce
platforms. The company created 15,000 giveaways to date with nearly 10 million entries.
Zoove has been allowing consumers to call **NFL to receive a link in a text message to download the app
NFL Mobile. The digital becomes measureable through data companies. On Monday, comScore said it now collects data on more than 1 million smartphone users, 400,000 tablet owners and 150,000 households
with connected home devices, such as game consoles and smart TVs.