Martin Hayward

The NFL season is here. Fans across the country are stacking their Fantasy Football teams and pulling out their favorite chip-and-dip combos to watch the games with much anticipation and enthusiasm. Advertising strategies from past sporting events are a precedent for many digital events to come—both the mistakes made (looking at you, NBC Olympics) and tactics that worked. Today's consumers are looking for engagement beyond traditional advertising

Last month, smartphones passed the number of feature phones on the market, with the worldwide smartphone market growth at 42.5 percent year over year in Q1 2012. The capabilities of smart mobile devices enable marketers to more efficiently reach relevant audiences with the highest purchase intent. And now, marketers have a new set of demographics to throw into to the mix—device demographics—which adds a crucial layer to traditional targeting based on demographic profiles and assumptions based on previous purchase behavior alone.

Unless you’ve been living under a rock, you know smartphones are penetrating the market at a rapid pace. As with any category that experiences rapid growth, questions arise equally as fast regarding market intelligence, and how it can help achieve tangible business results. With this in mind, marketers have a new set of demographics to consider—device demographics. Traditional targeting was once based on demographic profiles and assumptions built on previous purchase behavior. Device demographics have helped bring an end to this predictive targeting.

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