James Collier, regional MD, EMEA at AdTruth, offers four tips for more successful ad serving via mobile
Anton Ruin, CEO of ad-serving firm Epom, looks at the trends in mobile advertising in 2013, and at what we can expect to see in 2014
There are a myriad of statistics around the purchasing power of women versus men today, but the underlying truth for marketers is consistent: women matter more. This is especially true of the mobile space, where women have embraced the convenience and immediacy of using a mobile device in a retail environment.
According to Venturebeat, more than 50 per cent of Americans own a smartphone, while figures from Apple indicate that 800 apps are downloaded from the Apple App Store every second. Despite these remarkable numbers, our own research reveals that many apps – nearly 22 per cent – are used no more more than once.
This week saw severe weather sweep across southern Britain as the St Jude’s Day storm descended on the UK. The storm, named by The Weather Company’s meteorologist Leon Brown, brought with it a surge of online activity across weather platforms, and demonstrated an evident opportunity for advertisers to reach a highly engaged audience using weather-targeted advertising.
Although the adoption of mobile is relatively slow in the affiliate marketing sector, we are starting to see positive shifts in this area. Recent reports of an increase in traffic to sites via mobile devices is encouraging. Indeed, voucher and cash back sites are seeing spikes in mobile traffic of up to 20 per cent.
Microsoft’s purchase of Nokia comes as no surprise, when one considers how shareholder value has declined under Stephen Elop at Nokia. When Elop got the job, Nokia shares were at €8/share; now they are at €4. Nokia has gone from being the leader in the smartphone market to a bit part actor in a play where mobile operators and end-users have difficulty understanding why they should buy an Microsoft-based device over an iOS or Android one.
Long Term Evolution (LTE) is among the fastest-growing mobile network technologies today, as wireless operators invest to provide the mobile data services demanded in markets around the world. Just three years after the technology was originally deployed, worldwide subscribers to the 4G wireless standard are expected to surpass the 100m mark this year.
Improving the consumer experience has long been every marketer’s key remit, and creating great UX has traditionally gone hand-in-hand with delivering it as smoothly and seamlessly as possible. No doubt this is one of the reasons why the idea of using NFC – Near Field Communication – as a marketing tool is starting to create quite a stir.
Every year that presentation includes the one killer chart for mobile aficionados; the chart that proves that mobile is undervalued and underinvested in by advertisers.
The rise of mobile and the internet have had a considerable effect on the world of retail today. With the number of smartphones globally surpassing the 1bn mark in October 2012, it comes as no surprise that, according to research from Deloitte, half of shoppers say they have bought products from a mobile app, with 57 per cent having checked for stock using a mobile device.
Those of us who have been immersed in mobile app publishing on touchscreens since day one believe it is the future of content. You must creatively present mobile publishing apps that take full advantage of this format. But creativity alone will leave you talking to yourself. You must also leverage left-brain thinking, the polar opposite of creativity – and, for many publishers and editors, the polar opposite of fun.
The rapid growth of social media usage on mobile has become abundantly clear recently. Just looking at Facebook alone, 751m of its users worldwide (around two-thirds of its total user base) now log in to the social network via their mobile phone. In its latest set of results for Q2 2013, Facebook reported that mobile accounted for 41 per cent of its total ad revenue for the quarter, ($656m) compared to 30 per cent ($375m) in Q1 2013.
A considerable proportion of people are colour-blind (about eight per cent of men and half a per cent of women.) Yet, while the evolution of new mobile technologies means that the way we view information changes day by day, few businesses bother to check whether their mobile apps, websites, products, services and other visual materials are accessible to those who are unable to distinguish between certain colours.
According to a study published by Deloitte, 80 per cent of branded apps struggle to get even 1,000 downloads. And yet, according to a different study from Distimo, 92 per cent of top global brands from Interbrand have presence on apple’s app store. This means that just about everyone is trying, but very few are succeeding.
The use of tablets in the enterprise has changed dramatically in recent years. In the beginning, tablets were seen as something of a status symbol in the workplace, primarily used by senior management, giving them the flexibility to present or report from the board room without having to carry a cumbersome laptop.
However, tablets have now become more of a business tool, increasing productivity, while being used in conjunction with the desktop and mobile device.
French creative director Rémi Babinet of the agency BETC says: ‘Advertising agencies are the specialists of the short film. With the multiplication of screens, our expertise is likely to become even more relevant.
Mobile media offer a particular opportunity, because the smaller the screens are, the more attractive short films become.’
This year, superfast 4G wireless services will roll out across the UK, making mobile browsing quicker and more reliable for consumers. With online mobile traffic already experiencing meteoric growth, the arrival of universal 4G represents a step change in the way people access content and services while on the move. It will also further boost the number of consumers looking to take advantage of a faster, more immediate and responsive online mobile experience.
In the past, operator attempts to monetise their proprietary mobile portals were not viewed favourably by subscribers, to put it mildly. In pushing services at end-users, without permission, operators were seen as intrusive, and offering little in the way of a customised user experience.
[img_assist|nid=26221|title=|desc=|link=popup|align=left|width=150|height=101]In a bid to bridge the gulf between an ideal app store for users – and an equally ideal one for developers, earlier this year, Google revamped and re-launched Google Play.
The new Google Play design is “simple, clean and – most importantly – helps you find great entertainment, fast”, says Michael Siliski, group product manager for Google Play.
There’s no denying the importance of email for brands. According to the Radicati Group, email remains the go-to form of communication, and worldwide mobile email users, including both business and consumer users, total 897m.
[img_assist|nid=26219|title=|desc=|link=popup|align=left|width=147|height=150]The majority of the changes made by Apple with the launch of iOS 7 will have a positive impact on app developers and advertisers. Apple’s iOS platform has proven to be a very lucrative vertical for mobile app developers. As reported from the Apple WWDC, Apple has paid out $10bn (£6.5bn) to iOS developers, on its way to securing 50bn app downloads within its App Store. You should expect these numbers to trend upwards with the addition of iOS 7.
Why should mobile marketers and brands sit up and pay attention to the Cannes Lions International Festival of Advertising in this, its 60th year? Quite simply, because mobile is playing a key role in delivering strategic objectives and creative solutions for brands that want to communicate and engage with an increasingly informed and connected audience.
[img_assist|nid=25981|title=|desc=|link=popup|align=left|width=100|height=150]Like him or loathe him, comedian Peter Kay has undoubtedly found fame and fortune by using his routines to remind us of the way we used to be, and the things we used to do which now seem positively peculiar. One of the comic’s gags focuses on sitting in front of the television, waiting patiently as Teletext scrolled through the list of holidays, before an inevitable misplaced remote meant that the page moved on and you had to wait another 10 frustrating minutes for it to come around again.
In a tough trading climate, where ‘multichannel’ and ‘omnichannel’ are much vaunted as saviours of the retail industry, one thing is clear – mobile is central to its future. It’s the ultimate ‘connecting’ device for the always-on consumer, enabling them to interact, react and make purchases whenever and wherever they choose.
You only have to read a few of the many forums and article comment sections to get a feel for the current confusion surrounding the mobile web and the best ways to achieve the desired results. I wrote this piece following an interesting call with a potential client that really illustrated the confusion with not only the techniques, but also the terminology we industry insiders use.
There is no doubt that a well thought-out and fully-compliant SMS campaign has the power to build positive and long lasting relationships with customers. The whole process takes seconds, but what businesses need to understand is that those precious seconds can make or break a relationship with a customer.
By now, most marketing professionals know the importance of understanding their customer, and providing personalized and localized user journeys that enhance the customer experience. The challenge, however, lies in the fact that visitors are no longer accessing a site from a single device or platform, making it increasingly difficult for marketers to get a holistic view of their customer’s behaviour.
A recent report from Deloitte forecast that smartphone sales will reach 2bn by the end of 2013, with four out of five consumers using a mobile device to access the internet regularly. This has huge implications for retailers in terms of the customer purchase journey, as digital shop-fronts become pocketsize.
In fact, a recent Toluna survey found that nearly a quarter of consumers used their mobiles for Christmas shopping, and overall in the US last year, mCommerce accounted for $8bn in revenues.
We all need to believe in something; judges believe in the law, priests believe in God and journalists believe in scoops. Our firmest beliefs are those to which we are most committed: Take them away and you are left with an arch without its keystone. Beliefs are simple, often brutally so. In advertising, as with so many other facets of our lives, simplicity should be our ultimate goal.
It was back in April 1973 that Motorola employee Martin Cooper made a call in New York on a Motorola DynaTAC – widely regarded globally as the first public cellphone call. The device was nine inches tall, comprised 30 circuit boards, had a talk-time of 35 minutes, and took 10 hours to recharge.
Last autumn, without much fanfare, along with the launch of iOS6, Apple quietly introduced a new identification technology called Identifier for Advertising. IDFA, or IFA, as it is often referred to, is a combination of characters that uniquely identifies a mobile device that runs iOS6 or above that lets advertisers recognize consumers anonymously.
Smartphones are a lifeline for the 21st century, enabling people to be connected and available 24/7. Advances in technology and functionality have made them a must-have item, prompting an expectation that colleagues and friends will be accessible and keeping tabs on their affairs as they dash through their busy day.
An article published in Mobile Marketing back in November 2012, showcasing research from the IAB UK looking at mobile consumption across the US, UK and S. Korea, claimed that 69 per cent of UK consumers expect their mobile usage to increase dramatically by 2015, with the UK actually leading the way in tablet usage out of the countries surveyed – 62 per cent of UK consumers apparently use their smartphone more to go online than to call or text.
Despite all the noise being made about the UK’s 4G auction, what you can’t hear is the sound of champagne corks popping over at the Treasury as Ofcom’s 4G auction fails to raise George Osborne’s optimistic expectation of £3.5bn, coming in at £2.34bn.
You build a mobile web campaign to achieve a specific set of goals. Hopefully you are acutely aware of what these goals are, but how closely are you tracking your campaign so that you know how successful you are being, and more importantly, so you can optimise your campaign to become more successful?
From marketing agencies to software houses, overseas operations to individual developers in their bedrooms, there are now a whole host of different organisations that offer app development. Not only do these businesses offer a variety of services, they also offer a sliding scale of capability from the very good to the downright bad.
There is no doubt that technology is playing an increasingly important role in the way brands are targeting consumers. While UK consumers used to be satisfied by a creative or abstract TV ad, an increasingly marketing-savvy audience now expects more. The race is on to come up with more innovative and engaging campaigns in a bid to excite audiences and add real value to their lives.
[img_assist|nid=23582|title=|desc=|link=popup|align=left|width=150|height=148]According to Google, the average smartphone owner looks at their smartphone 150 times a day, and more than half of the UK population now have one which often stays with them day and night. The same study reveals that 84 per cent of smartphone users notice mobile advertising, and 56 per cent have performed a search after seeing a mobile advert. Not clicked, searched.
The great thing about the smartphone is that it can be used anywhere, and can now be considered one of the key channels for marketers. Nowhere is this truer than here in the UK, a nation which, according to Ofcom, recently usurped Japan as the largest consumer of mobile data globally. And, at last count, Ofcom also found that smartphone penetration is at 58 per cent, whilst 19 per cent of the UK population has a tablet device, figures that are most likely already outdated and rapidly rising.
Two major factors have worked against RIM in the past two years: companies are no longer buying the majority of smartphones sold today, and individuals overwhelmingly choose devices other than BlackBerries when they make buying decisions. Both of these have depressed sales for RIM’s devices, and neither is going away.
Just as the mobile sector finally starts to show signs of significant growth, with mobile ad spend for H1 2012 up 132 per cent year on year according to figures from the IAB and PwC, findings from the latest AdReaction report from research agency Millward Brown look set to curtail the celebrations.
The rapid growth of mobile ad networks such as Google’s AdMob and independents like InMobi and Millennial Media has seen mobile operators cede their power in mobile advertising. Admittedly, there are a handful of high-profile examples of operator-led advertising initiatives like O2’s location-based advertising and loyalty scheme, Priority Moments. But with their massive subscriber bases and wealth of subscriber data, why shouldn’t operators routinely be at the focal point of mobile advertising?
That’s great. Assume that one of those two people posts your ad on their Facebook wall or tweets it so that all of her friends, fans or followers see it. That’s effective social advertising.
If you are in charge of delivering your company’s mobile strategy, then you are probably receiving multiple differing views on the subject from many different people. Should you go responsive, should you develop a separate mobile site, should you use a platform, or should you write a separate site for each device? (That last one seems extreme, but I’ve seen it done.) There are a huge variety of options, all with their pros and cons, but which should you take?
As the Festive countdown is underway, this year looks set to be one in which the mobile phone plays a bigger role than ever before in our pre-Christmas shopping. Savvy punters are increasingly switching on to mobile websites or using their credit cards over mobile apps to buy goods. So what are the pros and cons of the shift towards a cashless society.
Payments are hot, and mobile payments are red hot. Recent research by IDC Financial Insights predicts that the volume of payments made via mobile devices will cross the $1 trillion mark (£624m) by 2017. And even that is just the tip of the iceberg when considering that the total value for all transactions, including cash, cheques, ACH and cards, is closer to $50 trillion.
Bring together two or more marketing professionals, and chances are the conversation will quickly turn to mobile. Mobile devices are transforming the way consumers interact with brands. This has opened up a new world of opportunity and challenge for marketing departments everywhere, with attention focused on issues such as mobile apps, mobile wallets, NFC and rich media mobile advertising. But for some reason, the concept of mobile affiliate and performance marketing seems to have been left in the shadows.
With smartphones in our pocket, iPads in our briefcases and access to thousands of apps, we have become the mobile generation, performing a wide range of activities on mobile devices wherever we are, from viewing the latest Olympics results to searching for a local restaurant, to connecting with our Facebook friends. Mobile devices have become a part of our daily lives, and now they are changing the way we will work, as many companies turn to mobile apps for customer facing processes.
There is a war going on – a war for the consumer’s loyalty and mindshare. The communication and messaging industry is growing rapidly, with the increase in communication options, the deluge of data, and the expectation to be always on and always connected.
Optimising mobile email is a no brainer, right? Wrong! Despite the huge growth in mobile email use, marketers are struggling to keep up. We have helped a host of companies, including one of the UK’s leading mobile operators, optimise email for mobile, and our experience has taught us that there is good, bad and ugly when it comes to mobile email.
The Ugly: awareness and understanding
It’s difficult to believe that the idea of a hand-held mobile phone was an alien concept only a few short decades ago. From brick-sized analogue devices to wafer thin smartphones with processing capabilities comparable to those of laptops, new technology is constantly pushing the boundaries of what we can expect from our phones. And, in a reverse of the normal pattern of technology innovation, a development driven by consumers is set to have an important impact on Aerospace and Defence (A&D).
Facebook’s explosion over the past couple of years should not have surprised anyone. The site has been coming on strong for many years, and reaching over a billion active, legitimate users seems like an inevitably that just happened to pan out sooner than expected. What is surprising in the realm of social media, however, is just how actively people use sites like Facebook via their mobile phones and other devices.
It’s been an autumn of innovation in the mobile sector. Apple launched the iPad Mini and iPhone 5 within weeks of each other, Google’s new Nexus 7 has hit the shops, and the list of new handsets and tablets arriving on the market is endless.
As smartphone ownership increases, mobile advertising becomes essential for businesses of all kinds, offering a modern, elegant way to reach a targeted audience and develop loyal relationships between brands and clients. With a range of mobile advertising options, including video and push notifications, SMS, mobile web, and in-app display ads, mobile campaigns become a necessary part of product promotion.
As the privacy debate continues in the mobile marketing industry, Apple appears to be helping its users decide whether they want tailored, relevant messages or irrelevant, non-targeted messages with a new feature called ‘identifierForAdvertising’ (IDFA).
While just beginning to realize its potential, mobile advertising is already being plagued by click fraud and a lack of transparency. As more and more digital advertising dollars are moving to mobile, irrelevant clicks are becoming a serious issue.
I was invited by Russell Buckley to attend Mobile Marketing Live, principally because I know very little about smartphones and tablets, and how they will impact business specifically and society in general. My natural environment is real estate, a space in which things change slowly, and sometimes the industry moves backwards in technological terms – there are Venetian piling and Roman concrete forms that we are unable to equal today.
There is no denying that mobile is now seamlessly interwoven into our everyday lives, and there is clear evidence that it is only going to become more prevalent. Ofcom figures reveal that here in the UK, we have in fact reached saturation point, with an average of 91 per cent of people using mobile phones.
The sale of chart-topping mobile apps for large sums of money highlights the value of apps that can be used on just about any mobile device or tablet. But it’s not just the consumer entertainment market that is pushing the value of mobile applications through the stratosphere: ABI Research estimates that the number of worldwide enterprise mobile application and service users will exceed 600m this year, while Forrester estimates that the mobile app market could be worth over £23bn by 2015.
Customer attrition rates in the mobile communications sector have always been high. However, recent research from Strategy Analytics suggests that customer loyalty around the world has dropped to an all-time low, with the average customer changing provider every 27 months, more than twice as frequently as a decade ago. In a bid to reduce churn, operators need to ensure that the often fragile relationship with prepaid customers is as strong as possible.
As the mobile world focuses on the future, the very real and valuable present day of machine-to-machine (M2M) applications is at stake. The mobile industry’s concentration on fourth-generation networks, devices, applications and spectrum efficiency threatens to overlook the protection of revenue-generating M2M applications.
It wasn’t long ago that when we talked mobile, we were discussing basic devices that could do little more than make phone calls. Now, mobile is so much more than a phone. It’s an experience. Consumers use their phone to browse the internet, send emails, engage on Facebook, Twitter and Pinterest, check-in on Foursquare, shop, find coupons and get directions. And the list goes on.
Consumer deal-of-the-day sites like Groupon have been making the headlines in recent months, but increasingly, for less than positive reasons. This is a shame, as these mass coupon portals have captured marketers’ imagination, providing a glimpse into the future, with the promise of time-sensitive and geographically-specific offers pushed to consumers’ mobile phones.
Smartphones have become entirely ubiquitous. Mobile data traffic in 2011 was eight times all internet data traffic in 2000. Cisco predicts that by the end of the year, the number of connected mobile devices will exceed the world’s population.
As communications channels are shifting to what the industry calls SoLoMo (Social, Local and Mobile), it is the mobile channel that has excited marketers most, not least for its ubiquity and global potential.
One of the fastest growing segments of the mobile industry, as well as the greater economy as a whole, is the personal cloud, with services from Apple, Google, Amazon and others rapidly gaining traction.
A recent Gartner report stated that the personal cloud would replace the personal computer as the centre of users’ digital lives by 2014, a remarkable prediction by the bellwether (and typically most conservative) of global IT analyst firms.
- funkin Partners with Q App to Promote Cocktails at the Bar Posted on: Dec 13th, 2013
- EE Investing £275m to Improve Calls and Test Voice over LTE Posted on: Dec 13th, 2013
- First TransPennine Unveils Adaptive Site Posted on: Dec 13th, 2013
- Digia Launches Cross-platform Native App Builder Posted on: Dec 13th, 2013
- Mastercard Puts PayPass on Samsung Devices Posted on: Dec 13th, 2013
- Infographic: Travellers Command a Fifth of Mobile Traffic Posted on: Dec 13th, 2013
- Instagram Launches Direct Messaging Posted on: Dec 12th, 2013
- PlayHaven Merges with Kontagent Posted on: Dec 12th, 2013
- Snapchat Lands $50m from Single Investor Posted on: Dec 12th, 2013
- Esendex Acquires Text Marketer Posted on: Dec 12th, 2013