Aug 31, 2010
By
eMarketer, 8/31/10
A third screen that publishers and marketers cannot ignore
Mobile phones have become a staple of daily life, so much so that most consumers can hardly imagine going through the day without one by their side. The reliance on mobile devices for just about everything makes mobile a platform that content publishers and marketers cannot afford to ignore.
eMarketer predicts mobile content revenues will rise from less than $1.15 billion in 2009 to more than $3.53 billion in 2014, a compound annual growth rate (CAGR) of nearly 20% over the period.
Read more
Aug 26, 2010
By
Folio, 8/26/10
Audience, download, usage metrics featured from range of devices and platforms.
ABC has finished its reviews of mobile audit partners Verve Wireless and Handmark and has released its new mobile audit report, called m.Audit Report. The report is a 5 paragraph, standalone statement that’s released via ABC’s interactive unit ABCi.
The report is not required like a traditional publishers statement and publishers can be flexible with the information they want displayed and the frequency of the report itself, says Neal Lulofs, ABC’s senior vice president of communications and strategic planning. Reports can reflect monthly, quarterly or six-month periods, for example.
Read more
Aug 18, 2010
By
MediaPost, 8/18/10
If you want to get better performance from a mobile video ad campaign, then start thinking outside of the video player box. In its latest report on user behavior and ad activity on its own mobile network, Rhythm New Media found that packaging banners and full page ads with video pre-rolls together in an app produced significantly better results than with banners alone. In the one set of data on campaigns, a banner ad campaign alone achieved a .3% CTR while the inclusion of pre-rolls increased the banner CTR 45% to .5%. Likewise, full page ads alone achieved about a 4.5% click rate while the addition of video added 50% to the response rate.
“We encourage clients not to do single format campaigns,” says Ujjal Kohli, CEO, Rhythm New Media. “With multiple formats you can goose the interactivity. One plus one equals three.” The immersion effect or surround session feel of a sponsor’s persistent presence is one of the strengths mobile apps bring to the table.
Read more
Aug 18, 2010
By
MediaPost, 8/18/10
A lack of analytics, audience size and fragmentation are among the still face mobile marketers despite the growth mobile media consumptions, according to a new report from digital agency 360i. When it comes to research on mobile usage and advertising, for instance, the firm points out that it’s often not as extensive as that covering Web sites and Internet users.
That puts the onus on marketers to focus on gathering data from their own mobile initiatives. Marketers need to analyze how mobile users are accessing their mobile sites and how those behavior patterns match up with what users are doing online,” advises 360i. “This can be even more complicated if there separate mobile sites and applications.”
Read more
Aug 17, 2010
By
MediaPost, 8/17/10
Mobile media will significantly outpace the Internet and other traditional media platforms — especially in emerging and faster growth economies.
A new report from Nielsen Wire, with research from The Cambridge Group, says: “Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon.” Growth for the Internet will continue — but at more predictable growth patterns.
Strong mobile growth markets will be in those territories that have a rising financially strong middle class, so called BRIC countries — Brazil, Russia, India and China.
Read more
Aug 16, 2010
By
Wall Street Journal, 8/16/10
Apple Inc. is facing some early challenges in its closely watched mobile advertising foray, with some ad campaigns experiencing delays as agencies attempt to learn the new system amid Apple’s tight control over the creative process, according to ad executives.
Since launching its iAd mobile advertising service on July 1, Apple has been slow to roll it out. Of the 17 launch partners Apple named for iAd, only Unilever PLC and Nissan Co. had iAd campaigns for much of July. Of the remaining 17, Citigroup Inc., Walt Disney Co. and J.C. Penney Co.—which tied its campaign to the back-to-school-season—have since launched iAd campaigns and other companies are planning iAd efforts.
Read more
Aug 16, 2010
By
BtoB, 8/16/10
IT vendor Citrix Systems, which sells virtualization software mainly to enterprise users, has begun taking steps into mobile marketing—starting with the basics but also mobilizing attendee marketing at its recent flagship user conference.
Citrix is taking a cautious, exploratory approach to mobile marketing, and there’s a reason, said Kim Woodward, VP-corporate marketing. “There’s a person holding the phone on the other end,” she said. “You need to treat them as a person and be respectful. If somebody gives you their cell phone number, don’t think you can do anything you want with it. Don’t betray that trust.”
The company’s biggest mobile marketing effort to date came at its recent Synergy user conference in May in San Francisco. Rather than just add mobile outreach on an ad hoc basis, Citrix created a subbrand, dubbed Mobile Synergy, to entice show attendees into sharing their cell numbers and opting in to mobile marketing, Woodward said. Citrix gave attendees the opportunity to opt in at registration but also marketed Mobile Synergy at the show via signage and other reminders.
Read more
Aug 16, 2010
By
BtoB, 8/16/10
b2b mobilization may be less about the buzz of iPhone apps and more about extending already finely tuned online marketing practices straight to the customer’s pocket
Mobile marketing has tempted marketers with the promise of some flashy uses: slick iPhone or iPad apps; fancy mobile loyalty or couponing opportunities on check-in services such as Foursquare; or even futuristic interactive billboards that change messaging for each passer-by. The truth, b2b marketing experts say, is that mobile shouldn’t be thought of as a fancy new toy—nor as a simple after-thought to be added to existing campaigns—but as another tool that savvy marketers can use as part of their integrated digital marketing toolbox. Spending on mobile marketing is beginning to rise, although it’s yet to represent a huge chunk of marketing budgets. Earlier this summer, Forrester Research said it expected b2b mobile marketing spend to increase from $26 million in 2009 to $106 million in 2014—not a big number, especially compared to Forrester’s estimates of $4.8 billion in overall b2b interactive marketing spend in 2014, but it does represent a quadrupling in mobile marketing activity over the next five years, said Forrester analyst Michael Greene.
Read more
Aug 12, 2010
By
cmo.com, 8/12/10
The mobile industry moves at a fantastic pace, it’s often difficult to keep up. With every new phone release, users are treated to an ever-expanding list of advanced features. So what features are coming to our next smartphone? Mobile App World throw a few ideas around…
Read more
Aug 9, 2010
By
MediaPost, 8/9/10
Faster mobile video and video on tablet PCs were born in the U.S. and European markets — but other countries in Asia-Pacific, Africa, and the Middle East look to grow more rapidly with these technologies among consumers.
For example, during March 2010, when it comes to mobile video usage, the Asia-Pacific countries over-index the world as a whole, scoring 145. Middle East, Africa and Pakistan were next at 136, followed by Latin America at 118. Way down the list are the European Union countries at a 55 index and North America at 45. This is according to a recent global study done by Nielsen.
Nielsen says some usage may be the result of a lack of other screens available on those markets — traditional TV, desktop and laptop computer screens. It also relates to video consumption at work — where some of the same indexes apply to territories.
Read more
