Joint Study From AOL And BBDO Turns Traditional View of Mobile Space on its Head

4. Mobile advertising performs poorly in Me Time on key ad effectiveness metrics.  This is because the vast majority of messages are not relevant to the use at that time, are easy to ignore, or get in the way.

Based on these findings, AOL and BBDO have identified the following recommended actions to help marketers, agencies and brands improve their mobile interactions with consumers:

1. Think about mobile as part of something bigger. Move beyond the conventional surface view of mobile behaviors to align your messaging with the underlying motivators that propel mobile interactions.
2. Focus on "Me Time."  Think about ways you can redirect mobile communications to help users indulge and enjoy themselves.
3. Recognize there are other mobile motivations.  Targeting communications to capitalize on these motivators can  increase engagement.

"Many in the industry tend to focus their messaging on the nature of the devices consumers are using, as opposed to the mindset they are in when using the device" said Christian Kugel, VP, Consumer Analytics and Research at AOL.  "This study was designed to uncover what's going on beneath the surface so that marketers can better understand what roles smartphones actually play in the lives of consumers. That includes realizing that much of use occurs when people are on their couches, not away from home."

Added Simon Bond, BBDO's Chief Marketing Officer, "In the end, it's all about helping agencies and creatives create the most compelling content.  And based on our findings, that compelling content should be me-based, home-based, entertainment-based, not solely geo-location based."

Additional findings from this study are scheduled to be revealed at the Mobile Marketing Association's "Smarter Mobile Marketing" Conference on October 3, which is being held as part of Advertising Week 2012 in New York City.

ABOUT AOL:
AOL Inc. (NYSE:AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.

ABOUT BBDO:
BBDO's mantra is "The Work. The Work. The Work."  Every day, people in 289 offices in 81 countries work job by job and client by client, to create and deliver the world's most compelling commercial content.  BBDO was named 2011 Global Agency of the Year by both Adweek and Campaign magazines and, for the past six years in a row, has been recognized as the world's most creative agency network in The Gunn Report.  BBDO is also the number one ranked network across all marketing communication platforms in the Directory Big Won and has been named Network of the Year at Cannes five times.  In 2011, BBDO was named the world's most Effective Agency Network in the inaugural Effie Effectiveness Index.

BBDO is part of Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.

ABOUT INSIGHTSNOW:
InsightsNow, Inc. takes a behavior-driven approach to understanding consumer wants, needs and desires, and applies this to support many of the world's largest consumer brands.  Through its BehaviorLens Framework (www.BehaviorLens.com), InsightsNow works with brands to establish go-to-market strategies for both positioning and innovation, grounding cross-functional teams with a common, actionable view of the market. This is applied across initiatives, as brands execute behavior-driven strategies. Learn more at www.InsightsNow.com

SOURCE BBDO; AOL