Why Mobile’s Often Not About Mobility

This week the advertising world takes over Manhattan for Advertising Week. Digiday editors are moderating several sessions during the week. We will also cover the highlights, lowlights and key personalities. Our coverage is made possible by Specific Media.

Mobile is a huge question mark for brands, publishers and agencies.

New research from AOL and BBDO challenges conventional wisdom that mobile is all about utility-on-the-go. After all, 68 percent of people use their smartphone at home. The study, conducted by research firm InsightsNow, found that nearly half of smartphone use is for “me time,” ie, vegging on the couch. Additionally, 70 percent of this behavior is during lean-back experiences, like watching television.

“That gave us a big breakthrough,” said Simon Bond, CMO at BBDO. “Mobile is not always mobile.”

According to the study, advertisers and brand experiences don’t perform very well in that me time. Very often, brands brief agencies about geolocation or building utility as their mobile play. Instead of this approach the study implies conversation should shift away from spending money on  the mobile aspect of mobile.

“We have to retrain ourselves as advertisers, marketers and publishers that mobile is not mobile-on-the-go,” said Christian Kugel, vp of consumer analytics and research at AOL. “So much happens at home, and that has a real fundamental implication in reforming the industry.”

Image via Shutterstock


More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.