Browsers and Apps in 2012. It’s like this: The browser’s doomed, because apps are the future. Wait! Apps are doomed because HTML5 is the future. I see something almost every day saying one or the other. Only it’s mostly wrong. [If you don’t want to read my opinions, hop to the end of this post for months & months worth of links to things I thought worth reading on the subject.] Apps Win · If you want immersive/interactive polish, with ultra-fine control over your gradients and textures and how the things on the screen react to being touched, you need an app If you want to capture what the phone can see, permute that image’s colors based on how hard you shake it, and vibrate in the user’s hand to say it’s time to stop shaking, you need an app. If you want to make an urgent phone call based on detecting that you’re within five minutes’ drive of your destination, you need an app. Developers! This Is Not The Net You Thought You Knew by Jon Evans, 2011/12.
By Tim Bray. This RIDICULOUS Graphic Shows How The Insanely Complicated World Of Mobile Marketing Works. Geofencing: Can Texting Save Stores? Shazam on music, TV and expanding outside the US. Shazam’s growth over the last year is a story of a small firm tapping into a big market at the right time. Starting life as a mobile song recognition service, with users ‘tagging’ songs they wanted to identify for more information, the firm is now experimenting with bringing the concept to TV ads and programmes.
From 30m users for its original service, Shazam is benefiting from the explosion in smartphones, now boasting 180m users and growing at a rate of 1.5m per week. With the firm signing its first UK deal with ITV, its new European VP, Miles Lewis, explains how the firm is looking to replicate its transatlantic success outside the US. ¤ How did Shazam for TV come about? About 15 months ago in the States, we had an epiphany and said, if we do music, why can’t we do TV? It was around the start of the second screen phenomenon.
What the consumer gets on the phone is critical. . ¤ Which brands are approaching you? ¤ Who are you working with outside the US? ITV sees 50,000 mobile TV ad interactions via Shazam-enabled initiative - Mobile Marketer - Television. By Rimma Kats May 16, 2012 ITV saw success via Shazam-enabled campaign ITV, Britain’s commercial television network, saw 50,000 viewers use the Shazam mobile application to tag Pepsi Max and Cadbury ads in just 60 seconds of airtime during the “Britain’s Got Talent” finale. Consumers were invited to use the Shazam mobile app when they saw ads appear for Pepsi Max and the Cadbury Unwrap Gold promotion. Users were encouraged to enter sweepstakes to win tickets to summer festivals and other merchandise from Pepsi Max or London 2012 Opening Ceremony tickets from Cadbury.
“The ads which aired this Saturday night during a special ad break in ITV's Britain's Got Talent Final marked the launch of Shazam for TV in the UK,” said Evan Krauss, executive vice president of advertising at Shazam. “Last month, Shazam announced its partnership with ITV and the ads for Cadbury and Pepsi Max were the first to roll out.” Final TakeRimma Kats is associate editor on Mobile Marketer, New York. Contextually Relevant Mobile Ads See Impressive Clickthrough Rates. Contextual advertising has long been a staple of many media plans for brand marketers looking to approximate their target audience through aligning their ads with relevant site content. But beyond improved brand association, maintaining contextual relevancy can greatly improve ad performance. According to content technology specialist Kontera, contextual online display ads saw a clickthrough rate 0.05 percentage points higher than the industry average for US Google display ads.
The company analyzed more than 40 million impressions served in November 2011. Kontera considered both static ads aligned with content through standard topic match as well as dynamic-creative ads designed to match the appropriate ad to the appropriate content. The ability to align ad creative with site content undoubtedly creates a more cohesive user experience and helps brands more closely approximate users who may be in-market for related products and services. Mobile is a must-have for agencies in 2012 - Mobile Marketer - Advertising agencies. By Chantal Tode January 19, 2012 Mobile data unlocks a wealth of opportunities Many agencies failed to integrate mobile in a meaningful way in 2011, missing an important opportunity to organically build mobile practices.
As a result, this year many will be scrambling to react to the growing demand for mobile services from brands which have seen a significant increase in mobile traffic. The growth in mobile penetration and use means agencies and brands can reach more consumers than ever before via mobile and use mobile to marketer an ever-growing array of products and services. As mobile continues to become more pervasive in consumers’ lives, it is imperative that agencies jump in or risk losing relevancy. “There are both agencies and brands that sit in very different places across the mobile and multi-channel maturity curve,” said David Hewitt, vice president and global mobile practice lead for SapientNitro, Boston.
While mobile has been a part of Organic’s strategy for 10 years, Ms. Amazon Will Pay Shoppers $5 to Walk Out of Stores Empty-Handed - Tricia Duryee - Commerce. Amazon is offering consumers up to $5 off on purchases if they compare prices using the online giant’s mobile phone application in a store. The promotion goes live Saturday and will serve as a way for Amazon to increase usage of its bar-code-scanning application, while also collecting intelligence on prices in the stores. This holiday season, mobile commerce is surging as more people become comfortable using applications on their phone to compare prices or simply shop when not at home or at work. On the Monday after Thanksgiving, the biggest online shopping day of the year so far, mobile sales reached 6.6 percent, jumping from 2.3 percent in 2010, according to IBM’s online retail study.
Amazon is not the only company hoping for a strong mobile Christmas. Last quarter, eBay started airing TV commercials – its first in the past few years — to promote its mobile applications. Amazon has never released figures on how well its mobile applications do. Marketing in the now by Blast Radius. In the past 10 years, we’ve seen a societal shift in how we publish, distribute and create content. This change in communication has transformed how marketers interact with their customers. Mobile is the latest stage in this evolution, and requires the development of contextual lenses to help understand customers’ unmet needs and to develop the strategies to address them.
One distinction to be made with mobile is that the role of the media middle man, which has previously shaped the context for the product and brand interactions, is minimized or completely removed. Even more than traditional web, mobile is a direct relationship channel, one that brings us intimately closer to our customer and presents the opportunity to be much more integral and valuable in their lives.
As marketers, our ability to connect with customers depends on our understanding of this new context; looking at where, and how, we might deliver real value. To continue, download Marketing in the now. How Tablets & The Rise Of Mobile Devices Has Affected Search Spend. A few months ago, I published a report about the rise of mobile devices including tablets. In this report, I showed that in a span of less than a year, mobile paid search spend went from 0.5% to 4.2% — an almost 9 fold increase.
In that report, I also projected that by the end of 2011, mobile spend would be between 7 and 9.5% of all paid Search spend. Well, it seems my projections are right on track with current market trends. When I looked at mobile spend for September 2011, the share is aggressively on the rise. Here is how Mobile usage stacked up against Desktop usage in September for retail spenders: CTRs on mobile devices were 37% more than desktop, which is not surprising as there are fewer ads on mobile pages than on desktops. Mobile spend was 7.4% of desktop (or 6.9% of total spend). When we dig into the granular mobile data that Google Adwords provides, we can look at the traffic split by tablets and smartphones: Expect more tablet traffic.
5 trends that will shape the future of mobile advertising — Mobile Technology News. Www.wpp.com/NR/rdonlyres/C4FF2A40-AB50-4A8A-8C1B-6E509E0457E5/50927/dynamiclogic_pressrelease_mobile_oct11_guidc42418b.pdf?pageContent_PressRelease. Retailers, are you reaching one of your biggest opportunities – mobile users? Welcome to the latest post in our Mobile Insights series featuring expert views from our mobile ads team. This week’s guest contributors are Alex Barza and Kacy Brod, who lead our U.S. mobile efforts for Retail. Here are their thoughts on the state of mobile marketing in retail gleaned from Think Retail 2011, Google’s annual gathering of retail executives. At this year’s Think Retail event in Mountain View, mobile marketing was a hot topic. We started the day by summarizing the most interesting retail insights from a recently conducted 5,000 person mobile survey (watch the three minute highlight video).
We also noted that last year our #1 recommendation to retailers was to create mobile-optimized sites and/or apps. After a quick survey of Internet Retailer’s top 100 ranked companies, we’re happy to report the majority now have created one or both. #2 -- Local Drives Business: We’ve said it before, and we’ll say it again: we believe in local search.
FIGURES. Majority of marketers unhappy with mobile ads: report. Recently, Razorfish's Paul Gelb suggested that the spend on mobile ads could soon surpass the spend on television ads, even though television advertising currently has a hundred-billion-dollar-plus lead. There is, of course, good reason to believe that mobile advertising's best days are ahead. Mobile penetration is significant, and smart phone penetration is growing rapidly. But there are challenges. As I previously noted, "Mobile ads, on the other hand, may have some theoretical advantages, but it's clear that advertisers aren't yet ready to throw tens of billions of dollars at them annually. The inventory (not the medium) simply isn't that attractive right now. " A new study conducted by Relevancy Group on behalf of Pontiflex sheds some light on the value of the inventory. Where's the ROI? The solution: "with the high incidence of accidental clicks, marketers cannot continue to use traditional online ad units and measurement models.
" Will CPA prove to be the model that works on mobile? Survey Finds 43 Percent of Marketers Not Increasing Mobile Advertising Spending Cite Low ROI From Mobile Campaigns as Biggest Deterrent. The Relevancy Group Survey Also Reveals That Marketers Are Dissatisfied With Click-Based Mobile Advertising and Prefer Email and Social Signups Over Click and Impression-Based Mobile Ad Units BROOKLYN, NY--(Marketwire - Aug 2, 2011) - A new study conducted by The Relevancy Group in June 2011 and commissioned by Pontiflex, the industry's leading mobile and online signup ad platform, finds that lack of ROI from mobile advertising is the biggest deterrent for marketers when it comes to increasing mobile ad spending in 2011.
Specifically, 43 percent of marketers who aren't planning to increase their mobile ad spending this year cite low ROI from mobile advertising as the number one reason that they won't increase spending. The survey also found that 93 percent of marketers said they would increase mobile ad spending if they realized a higher return on their investment. Other survey results indicate that marketers are dissatisfied with click-based mobile advertising. Smartphone Adoption and Usage. In its first standalone measure of smartphone ownership, the Pew Internet Project finds that one third of American adults – 35% – own smartphones. The Project’s May survey found that 83% of US adults have a cell phone of some kind, and that 42% of them own a smartphone. That translates into 35% of all adults. Our definition of a smartphone owner includes anyone who falls into either of the following two categories: One-third of cell owners (33%) say that their phone is a smartphone.
Two in five cell owners (39%) say that their phone operates on a smartphone platform (these include iPhones and Blackberry devices, as well as phones running the Android, Windows or Palm operating systems). And here’s how they feel about their devices: Smartphone adoption is highest among the affluent and well-educated, the (relatively) young, and non-whites Several groups have higher than average levels of smartphone adoption, including: About this survey. Augmented Reality Cinema. Newest Stats on Mobile Search. Julie Batten | May 23, 2011 | 1 Comment inShare150 Four insightful findings on the types of information consumers are searching for on mobile. I don't know about you, but I'm always on the lookout for the latest stats to help me justify to my clients where to invest their marketing dollars. What I'm particularly interested in are bite-sized pieces of compelling data I can share quickly with others.
As mobile is one of the hot topics in digital, I was excited to see Google release a brand new study on mobile and smartphone usage. The study, entitled "The Mobile Movement," was conducted in partnership with OTX MediaCT, U.S. in April 2011. The study looked at five key areas: How are smartphones used in daily life? Given the nature of this column, I'm naturally going to focus on no. four today – what users are searching for on mobile.
This is going to be a bullet-point dissemination of facts that you can pull out during an elevator conversation with your executive. M-advertising – Support premium. Why the mobile Web is key to a marketer’s future. March 21, 2011 Kalie Kimball-Malone is creative director at the Garrigan Lyman Group By Kalie Kimball-Malone After a 96 percent increase in worldwide smartphone sales last year, the present rollout of 4G networks by major carriers and the unprecedented success of the iPad, 2011 is poised to be the year of the mobile Web. This will have an enormous effect on how marketers interact with their customer base. The good news: new marketing, social media and promotion opportunities. Growth in the marketThe meteoric rise of smartphone sales is not slowing down. With Verizon Wireless on board, sales of the iPhone are going to again break records this year, and Android’s market share is increasing.
Whatever the device, adoption is way up. All this means a lot of new users accessing Web sites that have been designed for desktops, and it is bound to result in some behavior changes, if they are frustrated by usability. Mobile behaviorThese new mobile Web users have been quick to engage in ecommerce. Netimperative | News | Today’s top stories.
The “Mobile Web Advertising Measurement Guidelines” provide a framework to govern how ad impressions are counted on the mobile Web, and were set with the assistance of the Media Rating Council (MRC). A joint task force, comprised of members of the IAB’s Mobile Advertising Committee and the MMA’s Measurement Committee, met for more than a year to develop these guidelines, which specifically cover WAP/Mobile Web advertising. “The ‘Mobile Web Advertising Measurement Guidelines’ will help marketers accurately assess the delivery of ads within mobile websites and offer a clear way to count ad impressions, assuring them that their advertising messages are reaching mobile consumers ,” said Anna Bager, Vice President and General Manager of the IAB Mobile Marketing Center of Excellence.
The objectives of the “Mobile Web Advertising Measurement Guidelines” include: • Defining the mobile web ad impression The MMA’s Measurement Committee is comprised of MMA member companies. www.iab.net www.mmaglobal.com. Publications Mobile Marketing Is Exploding, So Get A Strategy 02/01. Mobile Year in Review 2010. Are Young Adults More Likely to Tap In-App Mobile Ads? - ThinkMobile. Survey Finds Nearly Half of Mobile App Users Report Clicking on Mobile Ads by Mistake. How Click-to-Call Boosts Google’s Mobile Revenues: Tech News «