As mobile device popularity continues to grow, advertisers and programmers are going to need to reconsider how these devices affect how users interact with technology and the world around them, according to Google’s Surojit Chatterjee.
Google, along with the rest of the tech world, is continually trying to get a grasp on mobile.
As mobile device popularity continues to grow, advertisers and programmers are going to need to reconsider how these devices affect how users interact with technology and the physical world around them, Google product manager Surojit Chatterjee said Thursday.
Speaking at the BIA/Kelsey ILM: 09 conference, Chatterjee said there are four billion mobile subscribers on the planet, compared to a total Earth population of 6.7 billion.
Cheap data plans, advanced browsers and cloud computing technology that will allow for more data and processing-intensive functions will only grow mobile’s popularity, which demands a harder focus on how mobile devices are being used.
Chatterjee said mobile phones “augment the senses,” helping with sight, sound and touch, as well as dealing with location.
In terms of local advertisers, location is most important, since one-third of all mobile Internet searches have local intent, Chatterjee said. Google offers location-specific advertising functions, offering up ads to mobile devices depending on their location, from national to neighborhood-wide clients.
Mobile devices are also bringing customers into local shops since they have the information provided on an Internet-capable desktop at their fingertips.
“Mobile phone users are a lot closer to the buying cycle,” Chatterjee said, as mobile phone users are using their devices to comparison shop inside the store they plan to purchase from.
Chatterjee provided a demonstration of the advertising capabilities of location-based advertising, showing an ad for a hotel in Santa Barbara, Calif., on his smartphone, and later highlighting Taco Bells in the nearby area, which were represented with the restaurant’s logo.