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1、QUANTCASTHOWTOBESUCCESSFULINMOBILEADVERTISINGTABLEOFCONTENTSOverthelastdecade,Mobilehasdrivenan2KEYMOBILETRENDSunprecedentedbehavioralandculturalshift,3WHATDOESTHISMEANFORYOU?providingutility,informationandconnectivityatourfingertips.Mobileisincreasinglybecomingthe4MOBILEADVERTISINGOPTIONSmainscre
2、enaccessedthroughouttheday,andMobilemarketing,inturn,hasdevelopedintoa5MOBILEMARKETINGMYTHSBUSTEDsophisticated,personalizedmarketingchanneltoreachMobileconsumers.Inthispaper,weexplore6SUCCESSFULMOBILECAMPAIGNCHECKLISTtheMobilelandscapeandidentifyopportunitiesandsolutionsforadvertisers.2KEYMOBILETR
3、ENDSOVER60%oftheUSpopulationaresmartphoneusers.1Additionally,tabletusagegrew11.3%overthelastyeartobecome45%ofthetotalUSpopulation.»Mobilepenetrationisgrowing.AsthemajorityoftheUSpopulationisconnected,Mobileofferssignificantreachandopportunitiesforadvertisers.194MINUTESADAY,onaverage,peoplespendont
4、heirMobiledevice(s)(smartphoneandtablet),comparedtoonly103minutesadayontheirPCs.2»AgreaterproportionofdigitalconsumptionisonMobile.Mobileoffersmoretouchpointstoconnectwithyourconsumer.77%OFTABLETOWNERSusethemasaso-called“secondscreen”whilewatchingTV.3»MobileistakingattentionawayfromTV.Toconnectwit
5、hyouraudience,youneedtohaveaMobilepresence.$53BILLIONinretailsalesintheUSareexpectedtocomefromMobilebytheendofthisyear.4»Mobilehasbecomeasignificantsaleschannel.PeopleareconvertingonMobileandmoreofyourcustomerswillbecomingfromthischannelinthefuture.However...ONLY7%oftotaldigitaladspendingintheUSis
6、onMobile,despitethefactthatAmericansspendthemajorityoftheirdigitaltimeontheirMobiledevices.5MarketershavebeenslowtoadoptMobileduetochallengesintheMobileecosystem,includingdifferentoperatingsystems,publishers,inventoryandlackofadperformancemetrics.»Mobileadvertisingisnowbecomingmoreaccessible.Asadm
7、arketplacesandnewplayershaveenteredtheMobilespace,thesechallengesarebeingaddressed,providingnewopportunitiesformarketers.1“MobileMajority:USSmartphoneOwnershipTops60%.”Forrester,June6,2013.Web.2“InternetTrends201
