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.

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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

Teens And Tech: Why Marketers Should Follow Their Lead – thnxz to @cmo_com


For teens, it’s cool to be connected—and connected a lot.
Vía CMO

by Dina Gerdeman Contributing Writer CMO.com
(Abstract)

A study released in March by Wikia and Ipsos MediaCT found that 100 percent of teenagers say they are online for at least an hour per day and nearly half—46 percent—said they are connected to the Web a whopping 10 or more hours per day.

Marketers may want to keep their fingers on the pulse of where teens are choosing to spend those 10 hours a day online because the technology wave young people are riding today could soon become the stuff of everyday life for the rest of us. Plus, the teenage market itself is huge; in the U.S. alone, consumers ages 12 to 17 spent more than $200 billion on products in 2011, according to the consulting firm Packaged Facts.

Full story > here <

“It’s important for marketers to understand what’s happening with this group because these are the future consumers,” said Joe Kessler, president of the Intelligence Group, in an interview with CMO.com. “The trends that emerge from what the youngest consumers are doing tend to spread to the broader population. We’ve got 10-year-olds and 15-year-olds who are the CTOs of their families. They are the influencers helping to educate their parents and grandparents about the use of social media, mobile devices, and other technology.”

So how are teens accessing the Internet and where are they hanging out online for those 10-plus hours a day?

ARTICLE HIGHLIGHTS:

  • The trends that emerge from what the youngest consumers are doing tend to spread to the broader population.
  • For teens, bolting to a new place is a very easy thing to do.
  • Marketers should consider the bigger picture of how teens spend time online since those habits could reveal future trends.

Full story > here <

How to get started in mobile marketing – thnxz to @qrcodepress


Mobile marketing has reached the point of explosion, and it is now perfectly clear to most marketers and businesses that taking part in it and using its techniques is no longer an option. It’s a necessity.

(Abstract)

To start, business owners must recognize that failing to begin a mobile strategy right now could be suicide.

The first step to getting started is to actually begin. It’s not enough to just know that you need to mobile optimize and start reaching out to smartphone and tablet users. You need to act. Just deciding isn’t going to make it happen. Begin to find out what types of approaches are available so that you can consider their implementation.

Full story >here<  🙂

Business owners should find an experienced, professional mobile marketer to help to build this strategy. 

Strategy must be discussed from the ground, up, and it should address the following components:

• Mobile web – optimization of the original website or the development of a new site designed specifically for the smaller screen.
• SMS (short message service) – also known as text messaging, which can send discounts, contests, and other promotions to consumers, regardless of whether they have smartphones or feature phones.
• Mobile ads – these are typically a hard sell, but in specific circumstances can be highly beneficial.
• QR codes – two dimensional barcodes help to bring the real world and mobile world together and are exceptionally inexpensive to create, implement, and use.
• Check-in apps – last year saw a skyrocketing use of these applications among users of smartphones.

Full story >here<  🙂

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!

Mobile Marketing Isn’t About Devices, It’s About Behavior – thnxz to @annabager


Vía adage.com

Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.)

Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go. 

By: Anna Bager

(Abstract…)

Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments  at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”

(…) Full article? + INFO

Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.

(…)

Flexibility is an pportunity. Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer, and then incorporate whichever device or devices best serve the intention.

(…) Full article? + INFO

 

ABOUT THE AUTHOR

Anna Bager is Vice President and General Manager, Mobile Marketing Center of Excellence, IAB (Interactive Advertising Bureau).

‘HTML5 for Digital Advertising 1.0 : Guidance for Ad Designers & Creative Technologists’ – @iab


IAB Ad Operations Council and Mobile Marketing Center of Excellence Release ‘HTML5 for Digital Advertising 1.0’ for Public Comment

The “HTML5 for Digital Advertising 1.0” document flags challenges in adopting HTML5, as well as solutions for overcoming those hurdles. It features time and cost-savings guidance, an HTML5 wiki resource for designers and developers, and also addresses:

  • HTML5 display ads (non-rich media)
  • File and ad unit size, code and asset compression
  • In-banner video advertising and animation
  • Efficient ad creative packaging
  • Ad server compatibility communication recommendations

“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”

“Flash-formatted ads are packaged for delivery to Flash players, and the end-to-end integration is seamless in this proprietary environment. In comparison, when deploying HTML5 ads, some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform ad experience,” said Steve Sullivan, Vice President, Ad Technology, IAB. “The shift from visual design to code-based design will increase companies’ operational overhead, which could potentially be magnified if publishers and ad developers lack a common framework for HTML5 ad optimization.”

“HTML5’s ability for seamless transition across a multitude of digital screens is a tremendous boon for the interactive advertising community,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “This guidance offers marketers, creative designers, publishers and other stakeholders in the digital ad ecosystem the practical knowledge required for effective ad creation and distribution.”

Download HTML5 document…
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