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RadiumOne exec Rupert Staines on how to get the best out of mobile advertising

Rupert Staines, an exec­u­tive at dig­i­tal adver­tis­ing com­pa­ny Radi­u­mOne, has dubbed 2014 “the year of mobile adver­tis­ing” — and giv­en the fig­ures he crunch­es, no one with media jobs in mobile adver­tis­ing agen­cies can be left in any doubt that he makes a sound point. Bad habits  Radi­u­mOne, which has offices in New York, San Fran­cis­co, Chica­go, Europe and Aus­tralia, has an impres­sive­ly smart approach to mobile adver­tis­ing, which we’ll come to in a while. But there’s a prob­lem: despite the fact that the oppor­tu­ni­ties for reach­ing con­sumers are vast (Staines cites eMar­keter stats fore­cast­ing that the glob­al smart­phone audi­ence will break 1.75 bil­lion in 2014), mobile adver­tis­ing is still being used sur­pris­ing­ly bad­ly. Staines chides adver­tis­ers for using a “clut­ter bomb approach”, indis­crim­i­nate­ly spray­ing as many ads at mobile devices as pos­si­ble, hop­ing that some con­sumers, some­where, will bite. But it’s coun­ter­pro­duc­tive as well as dam­ag­ing: today’s con­sumers live in the era of hyper-tar­get­ed adver­tis­ing and they expect to receive ads rel­e­vant to their inter­ests. Frankly, they get annoyed if they keep get­ting mes­sages that have noth­ing to do with them, Staines avers. Get­ting smart He advo­cates a two pronged rem­e­dy: i) Always inte­grate mobile adver­tis­ing into the full…

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