Hasta La Creative!

If “following the money” gives a pretty good indication of where an industry is trending, then mobile marketing has more than just “arrived.” Mobile budgets surged 142% between 2011 and 2013, according to a recent Interactive Advertising Bureau survey of 300 brand marketers. But a few inevitable misconceptions have taken hold at the same time, getting in the way of smarter and more successful campaigns. With this in mind, let’s bust a few myths:

Consumers primarily use their mobile devices on the go. Fueled by the media focus on location-based advertising, in-store apps and now Apple’s iBeacon tech, one of the biggest myths about mobile marketing is that it’s all about reaching people on the go. But when AOL Networks and the University of Virginia School of Engineering and Applied Science conducted an in-depth study of how consumers engage with content across multiple devices, they found that most mobile ad impressions weren’t being delivered while device users were out and about. Rather, a whopping 75% of all mobile impressions were viewed within the home. So if you want to reach mobile audiences on a large scale, a campaign that targets users on the sidewalk outside of Macy’s may not (yet) be your best bet.

Continue reading at AdAge.com