As data usage on smartphones continues to outpace voice usage, mobile phones and tablets continue to find new ways to integrate into users’ lives. They are one of the few devices that have entered the “inner circle of trust”. As such, these devices are a treasure trove for marketers as they contain thousands of data points for advertisers including everything from your locations, likes, thoughts, and more. Apps and even the mobile platforms themselves are collecting huge amounts of customer preference data. Mobile devices are also a strong advertisement delivery mechanism as they enable marketers to send a targeted ad directly to an individual, versus broadcasting to the masses, which may or may not increase the ad’s relevancy and efficacy.
Many consumers expect advertisers to not only provide relevant ads, but also ones that meet demands around nature and frequency so that they are delivered at the right time of day on the right day(s) of the week, and preferably with a coupon delivered over a banner ad. To get this right, there are many hurdles for advertisers to jump. Advertising on mobile devices is still a new frontier, but given the unique capabilities that mobile advertising can provide, marketers and advertisers must quickly learn how to best take advantage of the medium within the boundaries of consumers’ willingness and attitudes towards receiving mobile ads.
PwC Consumer Intelligence Series