Noah Elkin
Noah Elkin
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Especially because mobile devices are used on the go, the chances are good you're searching for something specific near where you are at that given moment. It's the last mile in advertising.
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A BBB/Javelin study found that identity theft victims who discovered the crime through electronic means averaged a smaller monetary loss than those who found the theft on their paper statements. By contrast, consumers who rely on paper statements might have to wait days or even weeks, depending on the statement cycle, before learning that a theft had occurred, increasing the chance that larger sums could be stolen.
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Although the Internet is responsible for its share of identity theft, studies have shown that use of the Web and other electronic means such as ATMs can actually help consumers remain vigilant against theft because they can monitor their accounts multiple times over the course of month.
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Mobile search is an area that, depending on who you read, is ramping up for imminent takeoff in the next year-and-a-half. We want to make sure we're there in advance of that. When our clients start asking us, 'What can you do for us on mobile?' we want to make sure we're there with the carriers, partners and aggregators.
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Advertisers obviously want to be where consumers are and if consumers are going to be online the advertisers are going to try and be there as well. Video and advertising go together like the proverbial bacon and egg.
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We have to start considering new factors for the mobile world, from configuring creative for smaller screens and bandwidth that's available. Strictly giving users the option to opt-in is another important factor, which you can easily do with SMS.