Apps are quarterbacking Mobile media

As mobile hardware and software become more refined we can expect this space to become more infiltrated by marketers. What will (or is) driving this marketer surge is the ever increasing "Apps" availability.

Depending on service provider, smartphone and/or OS -,Apps are running the mobile space these days. And marketers and consumers are noticing.  People these days are using Apps vs. mobile Internet for their consumer experiences more than ever. As smartphone sales increase, users and downloads congruently increase. Never has the Apple saying, there is an app for that" been truer! Seriously, who really visit WAP sites unless absolutely necessary?

We understand the cellphone is a personal device and we need to be careful how we use it to reach consumers. But the opportunity to reach consumers in the right way has greatly improved with the advancement of Apps. App aggregators are becoming increasingly important to marketers because of their distribution, targeting and relevant ease to execute.

As a layer, location based technology is becoming important. Local advertisers are using to refine their targeting and offerings to reach the right audiences. And national advertisers are trying to figure out how to use this function to offer relevancy and specific targeting on a mass scale.  The goal here is to connect all the dots correctly: brand message, appropriate App and in the right place.

The categories/industries that come to mind that stand to benefit if used properly are Retail, Alcohol/Spirits and Auto. The opportunity to offer a national promotion then layer in a customize local offering based on location through the appropriate Apps available.

As we begin to collect more personal data from consumers via Apps, we will see more refine targeting to reach those desirable consumers. Marketers are recognizing (and committing to) the importance of Mobile.  Ad spending is expected to rise in 2012/13 and will continue to grow as better Apps are created.  Smartphones will get smarter and faster and the marketers that get ahead of the rush in their respective category will capitalize.