Excerpt: The personal nature of mobile devices creates its own challenges as advertisers attempt to capitalize on consumer time spent. “Most people have grown up with the expectation of advertising in exchange for things like TV or computer content in some of these other media environments,” said Jamie Arvizu, director of media research and insights at Mindshare. “But the mobile environment really is held to a different standard because it’s so small and personal.”
Permission from consumers to receive a given marketer’s messages is a crucial part of the equation. “There’s a heightened sensitivity to who or what we allow on our phones, so it can seem like an invasion of privacy if we haven’t given an advertiser permission to reach out to us on this device,” Arvizu said.
For more insights from Jamie, check out eMarketer’s full report on media consumption trends.