Pokemon Go, measurement challenges and the mobile marketing opportunity

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Paul Carolan, Global Chief Commercial Officer, Widespace

I could sit here and quote figures about the amount of time that’s spent on mobile vs. TV or desktop, but we only have to look around us to see where consumer eyeballs are moving. This month Pokemon Go swept into our lives, overtaking Tinder downloads within a matter of days, and hot on the heels of Twitter. But what all of these companies have in common is that they are mobile-first and available on the go – giving marketers instant access to a highly engaged audience, on a one-to-one basis, wherever they are.

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Building your brand? Use mobile!


Joy Dean, head of partnerships, Widespace

It’s a fact of modern life that mobile has become increasing pervasive, a staple part of everything we do. In our daily lives, wherever we go, our mobile goes too, and with it, access to the web. According to a recent report conducted by Ofcom, smartphone usage has risen from 39% in 2011, to 51% in 2012 and 61% in 2013. One of the benefits of this always-on, always-present trend is that it creates a whole new world of connectivity for marketing.

Mobile devices offer a unique opportunity for brands to not only build simple awareness, but also to cement audience loyalty. As anyone who has observed their fellow travellers on a train or bus recently will tell you, mobile phones are never far from reach, which means we are constantly consuming content. This simplified access to content has changed the way brands engage with audiences in a way that was simply not possible before. Continue reading