Mobile is a huge and growing space, but marketers are still struggling to find an effective way to target consumers on their devices. Jumptap is ready to step in and lend a hand.
Paul Mendoza, Jumptap's director of West Coast advertising sales, knows just how important smartphones are to the people who own them. After surveying 600 respondents, Mendoza said, "We found that 43 percent would give up beer to keep their smartphone."
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What else were people willing to sacrifice? A whopping 36 percent would be willing to give up chocolate, and 34 percent would go without the Super Bowl.
"Ninety percent of Americans would rather lose their wallet than their smartphone," Mendoza said.
The age of mobile is undeniably upon us, and the numbers confirm that. More than 80 million Americans have smartphones, and by 2015, mobile internet users will outnumber those accessing the internet from PCs. In three years, mobile search will be a $7 billion market; mobile web display will hit $6 billion; in-app display will hit $5.3 billion; and mobile audio video will hit $2 billion. Of course, mobile comes with inherent challenges.
When asked what the biggest pain point in mobile is, the top three answers from digital marketers were planning and executing creative across multiple devices (31 percent); effectively targeting audiences (28 percent); and measuring success (23 percent). The results are in: Targeting is officially a problem with mobile. Like online, mobile doesn't yet have demographic information on every visitor, and the process for getting consumer data is often complicated. This is where Jumptap steps in.
As one of the leaders in targeted mobile technology, Jumptap partners with media agencies, publishers, carriers, and every possible source of demographic information to provide its clients with the data they need. These exclusive data and carrier relationships are only one of the company's advantages over its peers. Jumptap also uses patented targeting technology and research to fortify its understanding of mobile audiences.
Jumptap is also on the cutting edge of the future of mobile targeting: third party targeting.
"Offline data companies have the most valuable information for targeting," Mendonza said. "Mobile companies that can connect this data to mobile users will provide the best targeting." In addition to helping clients access and analyze this information, Jumptap also takes care to ensure that all targeting efforts respect the guidelines and regulations on mobile data collection.
Jumptap has its finger on the pulse of mobile targeting, from location-based to retargeting. Fortunately, the company is ready to share the wealth.
Lucia Davis is associate editor at iMediaConnection.
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