• Subscribe

  • Back

    Mastering Mobile

    Debbie Snewing, Director - Media & Communications Sector

    It’s not surprising that clients of the PR and media agencies we work with want to know just how well advertising is working for mobile media consumers. In some campaigns, as much as 50 percent of a target audience accesses advertising messages via a mobile device. That translates to a huge portion of a budget being dedicated to mobile consumers. It only makes sense that businesses and the agencies that serve them (often our clients) want to know just how hard their advertising/media placement funds are working.

    Until recently, this has been a frustrating situation for everyone involved. Here is this huge—and constantly growing—mass of consumers accessing messages, and we’ve had no way of determining if those messages have been hitting home! But all of that is changing.

    Over the last few years, Toluna—in partnership with Harris Interactive—has been working with a client (a digital publisher) to prove the effectiveness of one of our internal solutions in measuring the effectiveness of mobile advertising/media messaging. I’m pleased to be able to report that the solution is proving quite effective, and may just be the answer to this issue that’s been plaguing the marketplace these days. Of course, we realize the solution needs further testing—for example, with PR and media agencies—to test overall effectiveness. But following this kind of rigorous investigation, we feel the solution will be ready for the marketplace very soon.

    Mobile Isn’t the Be-All and End-All

    Considering the fact that mobile media is currently the Tyrannosaurus Rex of the advertising world, it only makes sense to focus considerable attention and spend significant resources on understanding it and using it effectively. But there’s a caveat here: It’s a huge mistake to think we should focus ALL of our attention on mobile. In any campaign, there’s a certain portion of an audience that will be likely to consume messages via mobile (young females, for example), while another segment (perhaps older females) will be more inclined to access a message through more traditional means. As we work to better understand the effectiveness of mobile messaging, we need to remember those consumers in the rest of an audience and continue to work to understand the effectiveness of the messaging they access.

    In the end, our mantra should be the right message, to the right person, at the right time – and across the right medium. Otherwise, we could be missing a big piece of the pie.