What is Mobile? -- Radha Subramanyam

Thereamp8217s no question that people are passionate about using their smartphones and tablets In just a few short years mobile has transformed the landscape of how we manage our lives and spend our time The TomiAhonen Almanac found that mobile users check their phone 150 times a day Of course people like me check their phones twice that amount of timeUsers arenamp8217t the only fans of mobile devices Advertisers have embraced mobile as much as consumers Market research firm eMarketer estimates that global mobile ad spending increased 105 from 2012 to 2013 to 1796 billion and is expected to rise another 751 this year Itamp8217s easy to understand why marketers are excited From a B2B advertiser perspective mobileamp8217s appeal is the ability to reach target consumers while theyamp8217re on the go and theoretically while theyamp8217re on their way to make a purchaseMarketers are on the right track with their desire to assert their influence during the consumer journey when he or she is about to make a purchase decision However there seems to be some amount of confusion between a platform that is called mobile and true mobility If advertisers really want to reach consumers on the go they need to understand all of the media that touch consumers when they are out in the worldUSA TouchPoints data shows that almost twothirds of the time users spend on mobile websites and apps is actually at home not out of home like advertisers assume In contrast that same data showed that twothirds of radio consumption is outside of the home If thatamp8217s not enough can you guess the last activity 1 in every 2 people do right before they shop Thatamp8217s right listen to the radio Thereamp8217s a compelling reason broadcast radio is considered to be the original mobile medium Thereamp8217s no better way to get their message to consumers right before the allimportant point of purchaseAnother perceived advantage of mobile advertising is the ability to reach a large number of consumers However mobile is not in one concentrated place but rather dispersed over multiple apps and sites When Appleamp8217s App Store began in July 2008 there were 800 apps Now there are 1200000 There is not a single app or even type of app that dominates the average useramp8217s time App usage is spread out over gaming social and messaging applications and entertainment among other app types So how does that translate for marketers looking for the most effective place to spend their advertising budget to reach the most consumers It doesnamp8217tWith 245 million people listening every week radioamp8217s reach has expanded over the last decade Nielsen estimates that on average each listener tunes in for 2 hours and 42 minutes per day far more than the time spent on mobile devices Radio is indeed one of the few media not being disrupted in a mobile first universe because whether listening on a clock radio car radio or smartphone the consumer experience is equally good A DJ speaking into your ear in your car or via your smartphone is like a friend making a recommendation to youImportantly radio and music are native in the mobilefirst universe topping all categories when it came to greatest incremental gain in mobileonly unique visitors in comScore When you put the best of radio which is the scale the connection with personalities the closest advertising medium to word of mouth and the ability to reach people on the go tied with mobile followup then youamp8217re onto really powerful advertising The more innovative and creative you are when combining these two forces the better result for both you and the consumerRadha Subramanyam is Executive Vice President Sales and Marketing Research for Clear Channel Media Entertainment She is a seasoned media and entertainment executive with a significant track record as a leader in media research and consumer insights She is one of the few individuals in media who has worked in TV digital radio and social media Her experience in these various media forms spans the programming marketing and advertising sales aspects of the business Radha can be reached at radhasubramanyamclearchannelcomRead all Clear Channel39s MediaBizBloggers commentaries at Clear ChannelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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What is Mobile? -- Radha Subramanyam

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