Get Ready for Real-Time Creative and Media Optimisation Across All Media

“There has never been so much disruptive change in connecting with consumers as exists today via mobile. And as a result, it is the greatest opportunity for wealth creation – for businesses and individuals,” reasons Greg Stuart, global CEO of the Mobile Marketing Association. Stuart points to a series of research findings from a variety of sources, including the facts that:

  • Morgan Stanley research shows that each new technology platform generates more wealth.
  • Smartphones will soon be owned by 90% of the population; PCs never got over 20% worldwide.
  • ROI research links mobile advertising to offline sales and brand impact.
  • People wake up using their mobile phones as alarm clocks and end the day checking their phones before going to sleep. Data that shows people touch their mobile phones over 150 times a day. (Want to know how many times you touch your phone? There’s an app for that.)

Stuart argues the wealth-creating opportunity will grow by a factor of ten as mobile smartphones edge towards ubiquity (both in ownership and usage throughout the day). He notes how the number of people and amount of capital required to achieve scale has dropped precipitously in the last two decades, a theme covered in The Second Machine Age by Erik Brynjolfsson and Andrew McAfee, two MIT professors.

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Greg announced a partnership with Marketing Evolution, which is conducting a series of cross-media attribution analyses in collaboration with the Mobile Marketing Association, the Association of National Advertisers (ANA), the Association of American Advertising Agencies (4As) and the Advertising Research Foundation (ARF).

If you’re an ESOMAR member you can read the full article in MyESOMAR in the digital copy of Research World. If you are not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.

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