Place and time are critical context elements for mobile marketing, as running ads in different locations or even the same location at different times can lead to targeting very different audiences, according to Jumptap's latest MobileSTAT metrics report. Devices are also a consideration, with tablets in use more often in the evenings than smartphones. "Because mobility divorces the media platform from a narrow range of media consumption contexts (i.e., breakfast/commute newspaper reading, living room prime time, drive time, etc.) it forces the marketer to recalculate his understanding of audience across multiple new axes," writes Steve Smith.
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