Electronic Retailer - July 2012 - 32

ALL MEDIA ARE NOT CREATED EQUAL

are better suited for rich graphics more associated with experiential and hedonic ads and a younger demographic than the smaller displays of mobile phones and tablets (with the exception of advances in tablet display quality such as Apple’s iPad retina display). Thus, another practical implication involves considering the target demographic of an advertisement with respect to the medium through which an ad is delivered. Younger consumers, more apt to be visual processers, prefer visually rich ads, but mobile phones may not be as suitable for these ads as tablets. Older consumers need less complex ads universally, despite the ability for desktops – the medium to this demographic is most accustomed – to exploit a larger screen size. An overarching implication suggests that testing of advertising on the various media should factor in attitude toward the experience given this variable’s significant inf luence on behavioral intentions.

As consumers shift their dollars and their attention away from traditional media to emerging media, it is no surprise that marketing practitioners are unsure about how to allocate their advertising spends most efficiently.
Mindful Media: The Role of Consumer Psychology in Media Selection
In addition to the hardware differences of mobile phones, tablets and desktops, understanding the psychology and behaviors of consumers while using these devices is critically important to advertising spend strategy. Consumers tend to use mobile devices in transit; whereas, desktops are static and tablets are a hybrid of the two. This may seem negligible with respect to advertising effectiveness, but recent research suggests that this difference is critical. Because search budgets are set at the campaign level, unique mobile and tablet campaigns will allow a manager the ability to segregate budgets and prioritize accordingly. In other words, the search manager can allocate more dollars to a tablet campaign, for instance, if it meets the client goals at a higher rate than the desktop or mobile campaigns. Equally important, ad copy should be tailored for each device type due to obvious differences such as screen size, user behavior and available ad space. Second, inherent in the definition of mobile devices is their ability to incorporate geolocation. Thus, geographically close results are significantly more likely to be clicked on a mobile device than the same ads on a desktop. This has important implications for retailers seeking to maximize response. It also suggests different advertising spend strategies depending on whether a retailer has brick-and-mortar stores or is entirely web-based. Third, time-sensitive advertisements – promotions or sales – can be significantly more effective on mobile devices. This highlights yet another important variable in the determination of efficient advertising spend: the purpose of the campaign itself. If simply conducting an awareness campaign to keep a brand top of mind or to increase positive affect via mere brand exposure, then desktop may be sufficient. However, if conducting an action campaign to maximize return on location- or time-sensitive advertising, mobile is likely more effective, while an action campaign involving highlyvisual products may rely more on the visual prowess of tablets and desktops.

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Electronic Retailer - July 2012

Table of Contents for the Digital Edition of Electronic Retailer - July 2012

Calendar of Events
Your Association Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
From the Executive's Desk
Cover Story: Could You Sell Like Amazon?
Counterfeiting: Why We Should Care and What We Can Do
All Media Are Not Created Equal
Guest Viewpoint
Inventor's Corner
Retail
Fulfillment
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - July 2012 - cover1
Electronic Retailer - July 2012 - cover2
Electronic Retailer - July 2012 - 3
Electronic Retailer - July 2012 - 4
Electronic Retailer - July 2012 - 5
Electronic Retailer - July 2012 - 6
Electronic Retailer - July 2012 - Calendar of Events
Electronic Retailer - July 2012 - Your Association Your Bottom Line
Electronic Retailer - July 2012 - Industry Reports
Electronic Retailer - July 2012 - 10
Electronic Retailer - July 2012 - 11
Electronic Retailer - July 2012 - 12
Electronic Retailer - July 2012 - FTC Forum
Electronic Retailer - July 2012 - eMarketer Research
Electronic Retailer - July 2012 - 15
Electronic Retailer - July 2012 - IMS Retail Rankings
Electronic Retailer - July 2012 - 17
Electronic Retailer - July 2012 - Jordan Whitney's Top Categories
Electronic Retailer - July 2012 - 19
Electronic Retailer - July 2012 - 20
Electronic Retailer - July 2012 - From the Executive's Desk
Electronic Retailer - July 2012 - Cover Story: Could You Sell Like Amazon?
Electronic Retailer - July 2012 - 23
Electronic Retailer - July 2012 - 24
Electronic Retailer - July 2012 - 25
Electronic Retailer - July 2012 - Counterfeiting: Why We Should Care and What We Can Do
Electronic Retailer - July 2012 - 27
Electronic Retailer - July 2012 - 28
Electronic Retailer - July 2012 - 29
Electronic Retailer - July 2012 - All Media Are Not Created Equal
Electronic Retailer - July 2012 - 31
Electronic Retailer - July 2012 - 32
Electronic Retailer - July 2012 - 33
Electronic Retailer - July 2012 - 34
Electronic Retailer - July 2012 - 35
Electronic Retailer - July 2012 - Guest Viewpoint
Electronic Retailer - July 2012 - 37
Electronic Retailer - July 2012 - Inventor's Corner
Electronic Retailer - July 2012 - Retail
Electronic Retailer - July 2012 - Fulfillment
Electronic Retailer - July 2012 - Legal
Electronic Retailer - July 2012 - Advertiser Spotlight
Electronic Retailer - July 2012 - Advertiser Index
Electronic Retailer - July 2012 - Classifieds
Electronic Retailer - July 2012 - 45
Electronic Retailer - July 2012 - Rick Petry
Electronic Retailer - July 2012 - cover3
Electronic Retailer - July 2012 - cover4
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