Archive for the ‘Advertising & Marketing’ Category

 

Financial Time browser-based mobile appThe Financial Times was one of the first publishers to embrace HTML5 this year

Industry experts agree that HTML5 will play a prominent role in mobile development in 2012 and will be used to try to overcome fragmentation issues that the industry has consistently battled.

With the expected increase in HTML5 development, brands and retailers need to reevaluate their mobile strategy to fit a cross-platform solution. HTML5 also has broader implications for handset manufacturers, which need to be considered when creating mobile applications and Web sites.

“Right now there is a lot of hype with HMTL5, but there is a question about the value that it adds,” said Patrick Emmons, director of professional services at Adage Technologies, Chicago.

“Adobe’s decision to give up on Flash was abrupt but also signals how HTML5 will have to play a role in the future because it was one of the most successful Web add-ins,” he said. click here for the complete story

App Store NEW YORK – Panelist at Digiday Mobile said although HTML5 is changing the face of mobile, the technology still presents challenges.

During the “Digiday Debates: HTML5 vs. Apps” panel, executives discussed whether or not apps will continue to rule the roost. The panel also talked about whether the advent of HTML5 will mean the application of digital media will have a short shelf life.

“People want to have content when they want it and how they want it,” said Adam Broitman, partner and ringleader at Circ.us, New York. “Companies are having to conform to go where the people are because they want the money.” (see the rest of the story)

Mobile Marketing Survey Results: Mobile Web Has More Users While Mobile Apps See Higher EngagementFinland-based mobile analytics provider, CEM4Mobile Solutions, has published new survey results detailing consumer preference in regards to mobile apps vs. the mobile Web in terms of engagement, unique users and mobile ad impressions.

The company completed its research by using a sample of over 56 million mobile impressions from devices where both apps and mobile Web browsing were supported.  The results show that while the mobile Web sees more traffic and unique users as opposed to native apps, the engagement is much higher with native mobile apps.  In looking at the survey respondents, 90.15% of all unique users used the mobile Web, while just 9.85% used apps.  The sum of all visits was similar, with the mobile Web seeing 81.66% of all respondents while apps saw just 18.34%.

In looking at mobile ad impressions, 65.39% were shown via the mobile Web while 34.61% came from mobile apps.  While these results clearly indicate a preference for the mobile Web in terms of sheer users, it can’t compete in terms of keeping users engaged.  CEM4Mobile broke down the time spent within a mobile app vs. the mobile Web on three leading mobile OSs — Android, Apple iOS and Symbian.  Here’s the breakdown: (click here)

Where hyper-local LBS mobile ad nWhere Ads aims to increase the relevancy of local merchants’ mobile ads

NEW YORK – While today mobile represents 15 percent of online advertising, by 2015 it will represent 64 percent of all digital ads, according to an executive at Borrell Associates Inc.’s Local Online Advertising Conference.

As mobile as a whole grows, local advertisers will drive much of that growth. Borrell projects that local mobile advertising will grow on a “wild trajectory,” from $500 million last year to $1.2 billion this year, $3.3 billion in 2012 and $6.6 billion in 2013.

“Today 15 percent of all of the online ads are generated for mobile devices, but by 2015 mobile will be 64 percent of all digital advertising,” said Kip Cassino, executive vice president at Borrell Associates, New York. “By then the devices will have changed—because of the iPod, iPhone and iPad, Apple is now the No. 1 computer manufacturer in the world.

“In the future, the purchase of laptops and tablet computers as well as smartphones will increase significantly,” he said. “The purchase of mobile devices will all but have replaced the desktop devices we currently look to.”

A Borrell survey found that 44 percent of local businesses plan to try mobile local advertising this year.

AT&T enhances YP iPhone app with local dealsAT&T is ramping up its efforts in the mobile-local space

The MMA is bullish on mobile-local
The Mobile Marketing Association’s presentation underscored the value of a mobile local future.

As Mary Meeker said, mobile is moving faster than any medium ever before. Brands, retailers and publishers must keep up with consumer adoption and consumption trends.

(get the rest of the story)

Carlsberg

Mobile augmented reality apps are on a rapid rise, according to the latest report from Juniper Research, which reveals that the increased interest will lead to nearly 1.4 billion worldwide downloads by 2015.

Mobile Marketer reported in February on Juniper’s research that global revenues in the space will reach $1.5 billion by 2015. Paired with the download data, the overall findings suggest that augmented reality is gearing up to have a solid place in the mobile sphere.

“Over the past 12 months the number of handsets that have the [mobile augmented reality] enabling technologies has risen from about 8 million to just over 100 million,” said Windsor Holden, principal analyst at Juniper Research, Basingstoke, England. “So there’s a significantly bigger potential audience for application developers to aim at.” (check out the rest of the story)

Anyone on the agency side can attest to the fact that last year saw the application movement reach a fever pitch.

From Android to iPhone to iPad and Windows Phone 7, our cup continues to runneth over with requests from clients for applications of every size and shape.

But the volume and pace we have experienced when designing for Apple products is nothing compared to what is coming with Google’s Android.

Apple will continue to do first-mover innovative work, and will continue to own the high end of the market for mobile devices, but the broad action in the mobile space will come from Android.

In 2009, Gartner predicted that Android would become the No. 2 mobile operating system in 2012. It seems they have already blown past that prediction.

Here are four observations we have made the hard way in designing for the Android environment:

Form factors and operating systems: Infinite options, infinite headaches
Even though iPhone and iPad application development is getting more complicated with the release of new iOS and hardware versions, we are not facing an avalanche of form factors, devices and versions of operating systems like we have in the past. (get the rest here)

Mary Meeker: Rise of mobile usage driving most draMary Meeker and Matt Murphy shared the stage

NEW YORK – At Google Inc.’s Think Mobile event in New York, industry guru Mary Meeker said that the pace and force of mobile growth is unlike anything she has ever seen. She and others who presented at the event addressed what this change means for businesses.

The event started with Dennis Woodside, senior vice president of the Americas at Google, Mountain View, CA, talking about some of the ways that mobile phones are causing a cultural shift. There are so many opportunities in terms of what marketers can do to better connect with the mobilized modern consumer.

“The consumer is on the mobile Web,” Mr. Woodside said. “The demand is there.

“We believe that mobile will create the largest technology market ever,” he said. “This market will dwarf the PC and all the PC industry has done.

“This new, huge technology market will transform almost every industry.” (see the rest of the story)

armagazineAugmented reality taking off

Brands such as Coca-Cola and Carlsberg are increasingly investing in mobile augmented reality and Juniper Research predicts global revenues in the space will reach $1.5 billion by 2015.

A recent study conducted by Juniper found that the installed base of augmented reality-capable smartphones has increased from 8 million in 2009 to more than 100 million in 2010. Additionally, augmented reality applications are now being used by big brands such as eBay.

“I think what’s interesting really is the way in which the market has evolved,” said Windsor Holden, principal analyst at Juniper Research, Basingstoke, England. “Twelve months or so ago there were only a handful of augmented reality apps around and consumer knowledge was quite limited.

“The only people who were downloading them were those that were technology savvy and technology literate and they were primarily on Android devices and the iPhone,” he said. “Now there are several hundred across a variety of operating systems. (check out the rest of the story)

Shopping

Increase brand loyalty and drive foot traffic using mobile

An IBM study that surveyed 30,000 consumers found that mobile phones and other technology are big influencers of purchase intent.

Consumers’ mindset drastically changed after the recession hit, leaving them with three demands for retailers and brands: Listen, know and empower.

“I think the biggest aha was that consumers want to be served and not sold to,” said Jill Puleri, global industry retail executive at IBM Global Business Services, Armonk, NY. “They are using technology and it is a given for the shopping process.

“A whopping 86 percent want to use technology for shopping,” she said. “Mobility is the biggest reason why.

“It is a given now that consumers have deconstructed the shopping process and when they have made it to the store they already know what they want.”

Serve don’t sell
Service is very important to mobile consumers, who are increasingly on the go, per IBM.

The consumer should be at the center of any retailer’s strategy.

According to the study, in order to succeed retailers need to do three things:  listen to, know and empower consumers.

With social media outlets such as Facebook, Twitter, blogs, YouTube and reviews, shoppers are leveraging user-generated content more than ever before to discuss retailers, products and brands with friends, family members and strangers.

Retailers that listen to and participate in these conversations can obtain added insight into what customers want.

Knowing the consumer is important too.

A personalized shopping experience is still dominant in the mind of the consumer, according to IBM.

By offering deals and coupons for products that individual consumers buy regularly, retailers can increase average spend per customer and loyalty.

Lastly, IBM found that retailers must empower consumers by making it as easy as possible to shop however they choose to, whether it be mobile, online or in-store. (check out the rest of the story)

Arby's complements marketing strategy with mobile Arby’s beefs up marketing strategy

The third-annual Hipcricket Mobile Marketing Survey found that 57 percent of consumers would be interested in opting in to a brand’s loyalty club via a mobile social networking application such as Facebook.

The evolving relationship between mobile devices and social networks presents brands with significant new opportunities to connect with consumers. Despite growing consumer interest in interacting with brands via mobile and social media, the survey also found that 80 percent of respondents stated that they still have not been marketed to by their favorite brands via their mobile device.

“The key finding of the survey from our perspective is that consumers are showing a high level of interest in integrating social networking with mobile marketing,” said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA. (check out the rest of the story)