Digital marketing will get a few disruptions in the near future, according to this version of Razorfish's Digital Outlook Report.
While most of the press attention has gone to the agency's bullish outlook on social media (surprise, surprise), the warm fuzzies stopped there. Consider the following predictions from Razorfish analysts and executives:
Luxury brands are gasping for air. Automotive doesn't seem to know where its next metaphorical meal is from. And the fabled Year of Mobile has not yet dawned. Yet despite it all, Jaguar and Land Rover have together committed $1.6 million to US mobile advertising.
That's a big, big buy. And it represents only 60 percent of the automakers' total mobile budget.
Mobile ad network AdMob will be running the campaigns, once they stop jumping for joy at company HQ. Earlier this month, the company got a C round cash infusion of $12.5 million.
As an article in Ad Age points out, this level of commitment to the mobile platform borders on the unprecedented. Mobile is still very much in the sandbox of digital spending, accounting for only a small proportion of experimental marketing budgets -- and who's experimenting with money these day?
The report cites TNS Media Intelligence data indicating Land Rover spent $63 million on domestic measured media in the
It's not all doom and gloom when it comes to ad spend forecasts. The Kelsey Group is bullish on local mobile advertising over the next five years.
OK, so we've all heard this year will be "the year of mobile" for seemingly as long as "next year in Jerusalem" has been intoned at Passover seders. Nevertheless, Going Mobile: The Mobile Local Media Opportunity makes some interesting predictions.
US mobile ad revenues are predicted to grow from $160
million last year to $3.1 billion in 2013, a compound annual growth rate
of 81.2 percent.
Kelsey splits ad spend into three distinct categories: display, search and SMS messaging. Last year, $21 million was spent on display; $39 million on search, and $100 million on SMS.
By 2013, search will reign supreme, according to the report, accounting for $2.3 billion in spending. Mobile
display ads will account for $567 million, with SMS advertising accounting for $270 million in spending.
Other interesting findings include these tidbits:
Mobile users are quick to discard iPhone apps, with just 30% of buyers using them the day after buying and downloading them from Apple's App Store, according to a new survey.
The drop-off rate is even higher for free apps, with just around 20% using them the day after download, and less then 5% 30 days later, with games apps the most durable category.