Mobile Experience

Beyond Eyeballs

In a world where consumer choice rules, it is surprising that marketers insist that the way to create awareness is to stimulate viewership.  Consumers are bombarded with well over 10,000 messages a day.  A "viewership" approach to awareness creation is a luxury only the largest marketing budgets can afford.  A more efficient approach would be for marketers to move beyond eyeballs to the proactive and deliberate delivery of experiences that would be noticed, individualized and of some sustainable value. 

The Great Divide in Mobile Advertising

There is significant experimentation underway today in mobile and social advertising.  Unlike many emerging markets, it's primarily the big brands that are leading the charge.  In fact, 2007 has been declared the "year of trial" for how advertising may transform to accommodate digital and social media.  Even with this innovation, however, there is still the constant drum beat from all the major media players for standards, for measurement and ROI rigor. 

iO sponsored an executive panel and another in its series of Mobile Experience Leadership roundtable discussions at last month's Advertising Research Foundation Conference and Expo.  It's here that the leading thinkers, media researchers and advertising practitioners gather to discuss the challenges and opportunities associated with consumer engagement and relationship marketing.