The following is a guest contributed post from Tom Desaulniers, co-founder and president of Go2mobi.
Digital Context – This means what specific mobile app or site a person is using at the time. If a person is watching a football game from her living room and looking at the scores of other teams with the Bleacher Report app, they are not very likely to fill out a form or consider a new life insurance policy.
Location makes a considerable impact and is relative to points of interest, allowing for a much richer way to target ads. Target a calculated radius around a key event where swarms of your audience will be.
Time – People are creatures of habit and move in mass according to the time of day. Most consumers are in a rush in the morning on a weekday, they will only look passingly at an ad without the desire to read copy. As it gets later, they become more receptive to studying products and services, and are more likely to warm up to making decisions.
Weather – Weather impacts how people feel, whether they are indoors and outdoors. An extreme temperature can spur an immediate need for comfort. Rain and wind storms bring about difficulties with driving, needs for clothing, worries about protecting property, and keeping pets secure. Alternatively, on a hot afternoon in July, the concern turns to relief, often pleasure at a pool or movie theater. So marketers might target an ad suggesting an iced coffee with a tantalizing picture.
The need is greater than ever before for agencies to get ahead of mobile moments. As people’s behavior becomes more predictable, advertisers need to adjust and create and execute the most intelligent campaigns. Reacting precisely to these moments will spell the ultimate success or failure of a given mobile ad campaign. People’s app and web browsing habits — as well as their attention spans– vary throughout the day and will shift based on where they are and what they are doing. This means that success may hinge upon factors that are unanticipated, yet are measured once the campaign is underway.