Jonathan Lakin, CEO of Intent HQ, explores the issue of retargeting in the cookie-less world of mobile advertising
Android ended 2013 as the top OS across Europe, the US, China, Australia and Latin America’s three…
In the light of Netgear’s decision to build a Facebook-linked amenity wi-fi option into its routers that enables businesses to offer free wi-fi in return for liking the company Facebook page, David Nowicki, CMO at Devicescape considers the growth of open, free wi-fi systems
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.
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