Consumer desire to be "always on" presents new opportunities for mobile advertisers
If you have a smartphone, you probably have a very close relationship with it. It's constantly at your side, right? Even at home. Maybe you carry it in your pocket. Bring it with you from room to room. Perhaps it sits on your nightstand, too, comfortingly within arm's reach in case you need it.
If any of this rings true then you'll probably also agree that you don't have that kind of bond with your PC. Ever try curling up with a computer tower? Awkward. Yes, laptops are portable, but they just don't score as high as mobile phones on the cuddle factor.
Well, recent research reveals that 55% of mobile Internet search engine usage takes place right inside the home, despite the fact that most mobile phone users also have computers at home — and sometimes that computer is right there in the very same room where this shift to mobile Internet usage is taking place.
Among those searching the mobile Web from the comfort of their couches, a large percentage admit to doing so while watching TV. Consumers are "always on" now, and the mobile device is potentially a powerful gateway to deliver messages that complement what consumers are engaging with through other media.
Mobile activity spikes nearly 40% during commercial breaks
Yahoo! research has shown a seven-fold increase in Internet searches for a product after its TV spot airs. Pair that with the move to mobile and a whole new channel for engaging consumers opens up. By complementing television spots with mobile search ad buys, advertisers can create comprehensive direct-response campaigns that grab customers the moment they're seeking the products and services they just saw on TV.
Reach over one-third of mobile search users every month
Yahoo! Search and Bing mobile enable advertisers to connect with audiences across mobile operating systems—iOS, Android, Windows Phone 7, and Blackberry—and on dozens of OEMs like Nokia, Samsung, Apple and HTC. Consumers can be targeted by device, operating system and tablet, and marketed to with longer ad creative that includes features like click-to-call and app downloads. Currently, over 50% of queries on Yahoo! mobile come from smartphones like the iPhone and Android.
Microsoft adCenter makes it easy to build mobile search campaigns
The default setting for adCenter search campaigns is set to target all devices, including PCs, smartphones and tablets.
For more information on mobile advertising with Yahoo! Search and Bing visit the mobile advertising page on advertising.yahoo.com.