Mobile Marketers Walk a Tightrope With Smartphone Ads

Campaigns on personal devices must intrude -- but not too much

For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution.

Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.
Mobiquity Networks has been walking that line for five years. The mobile marketing company, which has done work for several Lionsgate releases, including this year’s “Divergent,” as well as “Avatar” and the WWE, helps studios direct push opt-in marketing in more than 100 malls across 17 of the U.S.’ 20 biggest markets. The company’s campaigns receive between 100 million and 120 million visits per month.

Up to 20% of potential customers accept the opt-in, watch a trailer and increase the odds they’ll wander from the food court to the theater.

However, says co-CEO Michael Trepeta, offering the opportunity to say no is critical.

“I think the opt-in solution shows respect to the (customer),” he says. “A phone is a very personal device. If you get bombarded with messaging that’s not relevant to you, it’s definitely distracting.”

More Digital

  • YouTube logo

    YouTube Streams Over 180 Million Hours to TV Screens Every Day

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

  • Trump Davos

    Trump Tariffs Could Make Apple Watch, Sonos Speakers More Expensive (Report)

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

  • ABC - More In Common

    ABC Hopes Feel-Good Series for Facebook About Americans Uniting Goes Viral

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

  • Disney Cycles VR Short Film

    Disney Animation's First VR Film, 'Cycles,' Set to Premiere

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

  • Beta Film Boards ‘The Pier,’ from

    Beta Film Boards ‘The Pier,’ from ‘Casa de Papel’ Creator Alex Pina

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

  • Michelle Kempner

    BuzzFeed Entertainment Operations Head Michelle Kempner Exiting for Facebook

    For many people, no piece of hardware is more personal than their smartphone — so any marketing targeted at that device has to be done with extreme caution. Push too hard and you’re being invasive, but bypass the phone and studios miss a chance to convert a potential fence-sitter.Mobiquity Networks has been walking that line […]

More From Our Brands

Access exclusive content