The document discusses how smartphones have become integral to people's daily lives and are often the primary screen they interact with. It argues that marketers should make mobile a primary part of their digital advertising efforts by targeting individuals rather than just inventory. Effective mobile advertising requires understanding people's mobile behaviors, advanced targeting of individual users based on their characteristics, and creating ads optimized specifically for mobile screens and contexts. Location targeting alone is not enough without understanding individual users.

1. Target Individuals, Not Inventory
Mobile Marketing Insights from Voltari
May 5, 2015

2. The smartphone is no longer the second screen. It’s increasingly becoming
the first screen. It’s the screen we look at upon waking, and the last screen
we see before sleep. Mobile is personal and intimate, technology that
connects us with a vast amount of information. It is a tool that can be used
for both research and entertainment. It is a communication device that can
both transmit and receive vast amounts of information on a daily basis. As
such it is a sophisticated channel that marketers can use to reach potential
customers on an individualized level. This paper looks at why marketers
should not ignore mobile and should instead make it a primary part of their
digital advertising efforts.
SUMMARY
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80%
of smartphone users
reach for their
smartphone within
fifteen minutes of
waking up.
Source: mobilecommercedaily.com

3. THE MOBILE LANDSCAPE AT A GLANCE
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US Mobile Ownership
What Are People Doing On Mobile
2014was the first year that
mobile Internet use
exceeded the desktop.
64%
American
Adults 42%
American
Adults
Source: Pew Research Center
US Digital Ad Spend
70
60
50
40
30
20
10
Ad Spend $ Billion
2013 2014 2015 2016 2017 2018 2019
Smartphone
Display
Year
Mobile Attachment
Source: IDC Research
Source: eMarketer, March 2014
Source: ComScore. 2014
Have their phone
on or near them for
all but two hours of
the waking day
79%
Keep their phone
on or near them for
all but one hour of
the waking day.
63%
Source: Online Publishers Association/Frank N. Magid Associates
Access
Content/Info
99%
Access
Internet
63%
Download Apps
63%
Make Purchases
15%
Mobile
Tablet

4. The Smartphone is Everywhere
Well, almost everywhere. The numbers show that as of 2014, 64% of American adults own smartphones, the
most pervasive piece of technology ever devised. We carry them everywhere: into restaurants, into business
meetings and classrooms, on the subway, walking distracted down the street, and even into the bathroom.
They’re usually the last thing we look at before we fall asleep and the first thing we look at in the morning. Fully
79% of smartphone users have their phone on or near them for all by two hours of their waking day; 63% keep
in on hand for all but an hour. Cleary our smartphones are an integrated part of the lives of the majority of
Americans. Smartphones are technology made intimate, and they’re everywhere.
Smartphones = Smart Advertising
Traditional advertising has a somewhat limited reach. The pervasiveness of smart phones allows mobile
advertising to reach a potential customer at multiple points along the buyer’s journey. You can serve them an
ad when they’re researching similar products, when they’re shopping in your store, and when they’re accessing
the Internet. The savviest mobile campaigns will build ads that are more than sales pitches, making their ads
useful by building creative that matches customer needs. Comparison tools, store locators, downloadable
coupons, special offers, and product galleries are among the elements that encourage conversion.
Take Your Marketing Mobile NOW
Most marketers are split in many directions trying to focus on SEO, social-media marketing, lead gen activities,
among other activities. Detailed plans are made for print and display while mobile— until quite recently— has
been the red-headed step child of the digital realm, a little understood afterthought. A number of organizations
have seized the opportunity, developing and delivering quality mobile ad experiences to their customers and
prospects. But mobile advertising is no longer the future. As we’ve seen, 2014 marks the first year that mobile
internet use overtook that of the desktop. Clearly, mobile advertising is no longer the future. It’s the present.
Marketers who understand this shift and deliver engaging, useful, highly relevant ads will likely be the eventual winners.
That’s a lot of numbers. What do they mean to me?
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5. Target Individuals, Not Inventory
User interaction with mobile devices is intimate and personal. The relevance people have come to expect from display
ads is doubled when it comes to mobile. Advanced targeting solutions can now help you deliver highly relevant
campaigns to the most potentially responsive audiences. Running a mobile ad campaign without targeting will
certainly increase ad impressions, but most of those impressions will be served to an uninterested audience, and your
ad will be not just irrelevant but a nuisance. A recent PriceWaterhouseCoopers study shows that 56% of users consider
relevance to be one of the most important factors that encourages them to interact with a mobile ad. Smart targeting
will not just get your ad in front of the people you want, but in front of the people who are most likely to want your ad.
four golden rules for mobile adverTISING
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Right Message, Right Time
The smartest mobile campaigns target individuals, not inventory. Marketers should take advantage of the
targeting capabilities of the best mobile providers if they want to reach their audience at their most receptive.
Ron Amram, senior marketing director of Heineken USA, described mobile as “the remote control to your
life,” citing his success with a recent campaign that used “behavior, time of day, social interest, geo-location
[to target] millennials in the evening hours” that spiked awareness of his product from 0 to 23 percent.1
1
Targeting Customers on Mobile During Holiday Shopping Season, New York Times, Dec 2, 2014
We’re entering a new world in which data
may be more important than software.
-Tim O’Reilly, founder of O’Reilly Media

6. Location, Location, Location
Many mobile ad providers stress that location targeting is the only thing you need to serve relative ads. That’s
only partly true. If a user passes within range of a geo-fenced fast food location and is served an ad that offers
a 20% off coupon download. Is this relevant? If so inclined, the user could click on the ad, download the coupon
and head into the store location to make a purchase. But what if the user is a health nut, a reader of fitness
magazines? Any fast food advertisement served to her would be a waste of impressions. In short, geo-fencing is
not enough. The most effective way to identify your most likely prospect is to layer geo-targeting with targeting
that delineates their characteristics.
The Medium is the Message
Mobile devices are not just extensions of the desktop. Do not just repurpose display ads for mobile use. Ads
should be designed and optimized exclusively for the mobile screen. But it shouldn’t stop there. Understand
and make use of different screen sizes. The big screens of tablets allow for more immersive experiences
while the small screens of smartphones are a more personal, intimate experience. In general, pay attention to
aesthetics. Create a clean design with contrasting colors and a self-evident call to action. Consider the unique
capabilities of mobile: Where might the user be when he is looking at the ad? Where will the ad appear? What
might the user be doing when he sees the ad? Every ad should pass the three-second test. Does it convey all
the necessary information in three seconds? If not, you will want to redesign.
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Location targeting
alone is not enough
for a successful
campaign.

7. VOLTARI CAN HELP
For more information about mobile marketing strategies, or to talk to Voltari about how we can help
you with your mobile advertising campaigns, please contact us about setting up an appointment.
Voltari HQ
601 W. 26th Street Suite 415
New York, NY 10001
United States
212.388.5500
Brian Condron
VP Sales and Marketing
312.445.6387
brian.condron@voltari.com
Jon Blinderman
VP, East Coast Sales
646.790.7145
jon.blinderman@voltari.com
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