By 2017 it is predicted that 43.4 million Brits (out of a population hovering around the 64 million mark) will be smartphone users.


Anecdotally and factually, we live and work on our mobiles to the extent that the ‘second screen’ moniker seems outdated. What other screen follows us around all day, providing such a multitude of services? They are, as the Internet Advertising Bureau of North America puts it: critical for life. We need to recognise that mobile isn’t tertiary, but one of the primary contact points a brand can have with their audience.


We are shifting toward a mobile centric world because of the advantages the platform provides us as users – but these advantages need to be considered by media planners and brands too. The ability to provide exact locational data, immediacy of feedback and response and the new intersections these traits provide with other advertising formats make for a brave (and scary) new world. Advertisers have to tap into this or lose out to those who will. Reusing the plan that worked for PCs and laptops isn’t going to cut it.


As a result of our mobile centric lifestyles, it’s always worth considering where mobile fits into any media plan. Here are a few questions that should be asked by the marketing team when they get to work on the next media plan:

  • How will the campaign take advantage of the unique traits of mobile formats (localised, personalised, concise, timely etc.)?

  • How will the campaign be measured beyond the normal digital clicks, ratios and CPCs? Mobile encourages social engagement and sharing and power users who are more likely to share need to be prioritised. All clicks do not carry the same weight.

  • How will the mobile ads benefit the target audience? Because a QR code linking to your home page isn’t going to win any fans, customer loyalty needs to be earned in other ways. How will the brand and campaign seek to use the characteristics of mobile (see above) to enrich the lives of the audience and provide a reason to engage with the brand?

  • How will the mobile aspects of a campaign integrate with the traditional aspects? Mobile can augment traditional media or provide a distraction from it. What will yours do?