RTB and DSP make real-time mobile ads more targeted and trackable
[caption id="attachment_13822" align="alignright" width="333" caption="Source: Mobile Squared (Click image for Slideshare)"][/caption]
Real-time mobile display ad buying is a technology with the potential to transform mobile communications.
RTB can improve targeting, tracking and campaign management to create an easily accessible real-time marketing medium capable of generating impressive ROI.
RTB is rapidly evolving from a technology option to create a new strategic foundation for mobile advertising - particularly when used in conjunction with time saving demand-side platforms.
Fragmented, complex mobile ads campaigns could become a thing of the past
Mobile advertising revenue growth figures have proved rather disappointing compared to early analyst forecasts. The 'less than thrilling' results are largely attributable to the complexity and fragmentation that must be overcome in order to deliver effective multi-device, multi-network, multi-operating system mobile campaigns.
The undesirable mobile campaign characteristics that…
Many businesses are now looking to use mobile apps to encourage customer interaction and loyalty. Fortunately, this seems to fit with the preferences of mobile users; recent research from Comscore showed the popularity of apps compared with mobile sites: 82% of mobile media time is spent with an app. So how do you get users to start using an app rather than a mobile version of the website?
Popular app discovery methods
A good place to start your plans for app promotion is to look at how apps are commonly discovered by mobile users. For popular apps from well known brands like those for Facebook, Twitter, eBay and Amazon, gaining adoption from an existing user base is relatively straightforward it seems. But what about everyone else, how do you encourage adoption of your app from existing and new customers?
This research on…
Are you taking apps seriously in your marketing?
The big mobile manufacturer and software brands, like Apple, Google and Samsung, are adding more and more functionality to mobile phones. From games, to shopping, travel, social and even health. We also know that the by 2014 we're expecting more surf time to be on a mobile device (iPads included) than via desktops PC's.
comScore have pulled together analysis of mobile usage including a list of the top apps and there are some surprising observations. It is interesting that iPhone and Android users differ more than you might expect. The most important point is that apps are what take up most of the consumer's mobile minutes. 82% of our media time is spent with these mini-applications and it's only growing.
Note Android with the most unique visitors, important to remember when planning…
It’s quick, cheap, personal, high impact: Are you taking full advantage of SMS?
SMS is immediate and easy for senders and recipients - making it an ideal communication tool to build loyalty and acquire new customers quickly and cheaply.
Disappointingly, the 2012 Adestra and Econsultancy Email Marketing Industry Census found only 13% of those surveyed combined email and SMS to deliver their marketing messages - what a missed opportunity!
SMS communication leverages mobile phone ubiquity
How far away is your mobile phone from you right now? My guess is it’s going to be close by; either on the desk next to you or in your handbag or pocket.
How often do you check your phone? As soon as you hear it, every half an hour or so, or every hour; depending on what you are doing?
Do you ever go anywhere without your mobile?…
A breakdown by country of the most popular app download services to help make the business case
As you hear so often, “there’s an App for that”. Yes indeed. Around 1 million, with 500,000 available on Apple’s iTunes App Store, and a similar number on Google’s Android Market at the last count, and multiplying at breakneck speed.
Apps are a truly global phenomenon, with mass consumer appeal. Apple’s App store has now reached 25 billion downloads, tracking at 1 billion downloads a month, a figure nine times greater than McDonald’s sells burgers. Apps have made a healthy contribution to Apple’s revenues, generating an estimated $6 billion, comprising the 30% Apple takes in the cost of App downloads, charges from in-App payments, and revenue from iAd, its in-App advertising business that is still finding its feet.
Android to over take Apple soon
If we…
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March 28, 2012
... Examples of how to make marketing campaign QR codes work with a short code QR tracking service
If you are running client campaigns with customised QR codes in them, you will want to make sure they scan every time. Not just on your graphic designer's iPhone after she wiggles it in the air for 15 seconds whilst muttering a prayer! Each scan could ultimately be a sale. Or a sale lost. So why do her beautiful creations not always scan?
Why do some QR codes scan quickly?
Putting aside mobile platform and chosen app, a fast scan requires visual clarity and simplicity of the QR code. The bare black and white code including the quiet zone border is (technically) the…
Using Google Analytics to review changes in mobile site usage by prospects and customers
As mobile device usage rapidly increases amongst buyers and influencers accessing content related to your products or services, it may be the perfect reason to start thinking about developing a mobile app or making your website mobile friendly as part of your sales and marketing toolbox.
A client of ours saw mobile traffic to their website increase by 284% in 2011 compared to 2010. Our client manufacturer of stainless steel reinforcement rods (not the most glamorous of products) saw the rate at which the site is accessed from a mobile device increase dramatically.
[caption id="attachment_11974" align="aligncenter" width="570" caption="Mobile visitor growth for B2B product manufacturer"][/caption]
After conducting many audits on websites, the biggest growth I have reported every single time for every single client is the growth in mobile traffic. It’s time B2B…
Insights and examples show why a mobile-optimised experience is becoming essential
The focus for many brands over the past ten years has been getting the fixed line website right. This is often the reason brands give for delivering their full site to customers browsing on mobiles.
The vast majority of brands - 83% according to research on UK smartphone usage by Google - still have not optimised their websites for mobile. This stat is mirrored by dismal bounce-rates for mobile sites, which stand at 88% on average. Clearly, consumers won't hang around on a mobile site which gives a poor browsing experience!
New Forrester research forecasts, published this week, shows that by 2016, one billion people will own smartphones, many of whom will be professionals taking these devices to work. By that year, consumer spending in the mobile app market will amount to $56 billion, and business spending on mobile projects will have doubled
As…
Models of human interactions that help manage the convergence of social media and mobile marketing
Social and mobile are two of the largest growth areas in the technology world. It is therefore inevitable that commentators are keen to identify (and understand how to monetise) convergence between the two. There is great synergy between the two areas. Both are focused on communication, both are undeniably personal and both are very immediate.
Which new propositions can you offer though combining mobile + social?
Whilst a computer is a window onto the web and into your social connections, a mobile, be it an iPhone, iPad or Android smartphone, is your personal window. And unlike a computer it brings extra data and functionality with it. With a mobile, you can share where you are and what you’re doing, generally in a much richer way than a simple status update. This is all becoming fairly commonplace and the…
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Recommended link: Eenox introduction to Qube
We’re fans of the options QR codes give for new marketing applications, so it’s interesting to see a new tool, launched this week by France-based company Eenox that enables better geographical tracking of how offline ads like posters drive response.
According to its developers, Eenox Qube is the first QR code tracking solutions to provide geolocalisation support using the HTML5 API.
The solution tracks specific geolocalisation informations such as a latitude and longitude using either GPS information or either IP location method. Users have the option of disclosing their location, for example, on a basis of 100 scans the system can show that 78 scans have been geolocalised, 18 users refused to provide their positions, and 4 positions where unavailable for technical reasons.
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