Marketer Perceptions of Mobile Advertising – @iab


Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent this year.

  • This is the second survey based study that Ovum has produced for the IAB’s Mobile Marketing Center of Excellence, building on the first, ground breaking survey conducted in 2011. Both surveys were conducted among marketers at 300 US companies active in mobile advertising.
  • This 2013 iteration uses a fresh sample, provides a B2B and B2C perspective and introduces new questions, reflecting changes that have taken place in mobile advertising over the last two years.
  • The findings presented in this study provide a unique insight into mobile advertising from a buyer perspective, and the results are once again both positive and challenging.

5 Ways to Get the Most Out of Location-Based Marketing – vía @BNDarticles


Opportunity awaits when you’re in the right place at the right time. That’s the exact principle behind location-driven marketing.

Location-driven marketing uses a customer’s current location to send tailored mobile marketing promotions at the most opportune place and time. Its goal is to increase open rates and redemption rates, giving companies a better return on their mobile marketing investment.

Locaid, a Location-as-a-Service (LaaS) provider, recently launched Locaid Campaigns, a cloud-based location campaign management platform that offers location-driven marketing tools to help optimize a company’s mobile marketing return on investment (ROI).

Using Locaid, businesses have access to real-time, location-based marketing and consumer behavior intelligence that can help them send hyper-relevant offers, increase store traffic, analyze text message marketing and push campaigns, and more.

According to the news release, location-enabled advertising spending accounted for 8 percent of total mobile advertising expenditures in 2012. By 2017, it is expected to reach 33 percent. Yet, companies are struggling to optimize their ROI.

[Location-Based Mobile Marketing Soars]

 

http://www.businessnewsdaily.com/5139-location-based-mobile-marketing.html

Global Mobile Advertising Revenues Surge 82.8% in 2012 – thnxz to @iab


Mobile advertising revenue continues to be dominated by the search segment, which represented 52.8 percent of total global mobile advertising revenue, or $4.7 USD (€3.6 billion EURO) in 2012, $2.5 billion in 2011(€1.9 billion). Display advertising accounted for 38.7 percent and messaging 8.5 percent.

The share by region of the global figure of $8.9 billion (€6.9 billion) for 2012 is:

  • Asia-Pacific: 40.2% ($3,558 million/€2,769 million)
  • North America: 39.8% ($3,525 million/€2,743 million)
  • Western Europe: 16.9% ($1,499 million/€1,167 million)
  • Central Europe: 1.3% ($112 million/€87 million)
  • Middle East & Africa: 1.2% ($109 million/€85 million)
  • Latin America: 0.6% ($50 million/€39 million)

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Growth year-over-year was strong across the board, led by North America, which saw a 111 percent surge over 2011 figures. Western Europe also saw a major increase, 91 percent over the previous year. Other year-over-year upswings include:

  • Latin America: 71%
  • Central Europe: 69%
  • Middle-East and Africa: 68%
  • Asia-Pacific: 60%

“Mobile is coming into its own as a powerhouse advertising medium,” says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, U.S. IAB. “Today’s advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile’s international impact provides new and exciting frontiers for content and communication.”

Full article? +INFO here!

The Future Isn’t About Mobile; It’s About Mobility


HBR Blog Network

While the globe grapples with uncertain economic realities, “mobile” appears to be gold.

Facebook is expected to announce their uniquely targeted mobile advertising model before the end of the month. Amazon is talking to Chinese manufacturer Fox Conn with ambitions of building their own mobile device to serve as a compliment to Amazon’s considerable digital ecosystem of products and services. China itself has surpassed the US as the world’s dominant smartphone market with over a billion subscribers and roughly 400 million mobile web users. Advisory firm IDC predicts that by 2014 there will have been over 76 billion mobile apps downloaded resulting in an app economy worth an estimated thirty five billion in the same year. Mobile business will become big business in the not so distant future.

However, there will be blood as the business world pursues the mobile gold rush. Leer más “The Future Isn’t About Mobile; It’s About Mobility”

Social Media And The Growth Of Mobile Marketing [INFOGRAPHIC]


By Shea Bennett | AllTwitter | http://bit.ly/JqEg6I

 

Did you know that the mobile web is expected to reach nearly two billion users by 2015, which will outrank desktop usage?

Mobile is big, and it’s getting bigger. For marketers, this presents new challenges. While the gender split between mobile users is almost equal, men and women use their phones differently when it comes to shopping. Moreover, while more than a third of mobile users social network on their phones, the smaller screen size limits a brand’s effectiveness to display an ad, certainly in a way that will be welcomed by their target audience.

This won’t stop them from trying, though – mobile advertising is on track to pass $5 billion by 2015.

Ultimately, it could be money well spent – nearly one third of consumers cite mobile as their preferred shopping method. This infographic from Hightable takes a closer look at the power and growth of mobile marketing.

 

(Source: HightableSmartphone image via Shutterstock.)

In Mobile Advertising, Does Size Matter?

It’s the motion in the ocean that counts, right? Wrong. Well, at least that’s how it looks when it comes to mobile advertising. (Look out, inneractive infographic below!) If you take Google at its word, then 2011 has been the year of the tablet. Or in their words, this year tablets “went mainstream”. Sure, Google would say that, as the creator of a rapidly-propagating mobile OS, right? Well, with total number of tablets sold expected to get close to 60 million by the end of the year, I think we may be able to give them the benefit of the doubt.

Of course, when it comes to advertisers and developers considering mobile platforms, the question of where revenue is going to come from — and just how much — is crucial. In terms of mobile apps, freemium is certainly here to stay, but mobile advertising, as you’ve heard, is growing like gangbusters, with U.S. advertisers expected to spend upwards of $1.23 billion on mobile advertising in 2011, a number that’s projected to increase to around $4.4 billion by 2014.


Screen shot 2011-12-15 at 2.42.57 AM

It’s the motion in the ocean that counts, right? Wrong. Well, at least that’s how it looks when it comes to mobile advertising. (Look out, inneractive infographic below!) If you take Google at its word, then 2011 has been the year of the tablet. Or in their words, this year tablets “went mainstream”. Sure, Google would say that, as the creator of a rapidly-propagating mobile OS, right? Well, with total number of tablets sold expected to get close to 60 million by the end of the year, I think we may be able to give them the benefit of the doubt.

Of course, when it comes to advertisers and developers considering mobile platforms, the question of where revenue is going to come from — and just how much — is crucial. In terms of mobile apps, freemium is certainly here to stay, but mobile advertising, as you’ve heard, is growing like gangbusters, with U.S. advertisers expected to spend upwards of $1.23 billion on mobile advertising in 2011, a number that’s projected to increase to around $4.4 billion by 2014. Leer más “In Mobile Advertising, Does Size Matter?”

Mobile Advertising Becomes More Focused With 40% Specifically Targeting User Groups

With the growth of smartphone use and alongside it mobile commerce, mobile advertising has grown in proportion with this. More and more retailers and brands are now directing their attention towards mobile platforms, coming up with a more targeted method of advertising and reaching consumers directly.

A study by Millennial Media have found that of all the mobile campaigns ran on their system, only 40 per cent were targeted towards a specific audience while the rest went for as broad a reach as possible. Of the 40 per cent, only 34 per cent of those campaigns were targeted towards a specific demographic or behavioural demographic (targeting a specific age group or section of society), while 66 per cent was targeted at local market such as geographical location, state and country.


Image via Millennia Media 2011

With the growth of smartphone use and alongside it mobile commerce, mobile advertising has grown in proportion with this. More and more retailers and brands are now directing their attention towards mobile platforms, coming up with a more targeted method of advertising and reaching consumers directly.

A study by Millennial Media have found that of all the mobile campaigns ran on their system, only 40 per cent were targeted towards a specific audience while the rest went for as broad a reach as possible. Of the 40 per cent, only 34 per cent of those campaigns were targeted towards a specific demographic or behavioural demographic (targeting a specific age group or section of society), while 66 per cent was targeted at local market such as geographical location, state and country. Leer más “Mobile Advertising Becomes More Focused With 40% Specifically Targeting User Groups”