Posts tagged with 'mobile advertising'
Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.
Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.
Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.
Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.
More than half (53%) of UK smartphone owners say they have never received adverts while using their device, which either suggests that it is an underused marketing channel or consumers find it easy to ignore mobile advertising.
The findings come from Nielsen’s Mobile Consumer Report, which found that 97% of the UK population owns a mobile phone, with smartphone ownership now at 61%.
And according to the IAB, mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period in 2011 and now accounts for 7% of all digital ad spend.
Therefore it appears to be a fairly worrying situation for mobile advertisers if 53% of smartphone owners claim they haven’t been exposed to mobile advertising, though it does need to be noted that the survey didn’t ask about mobile search.
It’s likely that a proportion of the users surveyed by Nielsen are simply unaware that they have seen mobile ads, so advertisers need to find new ways of ensuring their messages don’t go unnoticed.
With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.
How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.
Responsive design is widely considered to be the future of web design as it allows site owners to adopt a user-centric and mobile-first approach.
In a nutshell, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
It’s a topic we’ve looked at in more detail in posts about why sites should consider responsive design and another citing 10 great examples of ecommerce sites using the technology.
But while there are many benefits to using responsive design, there are still major problems to be overcome in regards to advertising.
At the moment ad formats are generally incompatible with responsive design, forcing site owners to either find hacks to rescale them or hide the ads altogether on mobile screens.
For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.
Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.
“Mobile ads suck,” claimed Steve Jobs in 2010. They needed, according to Jobs, to be more creatively appealing and engaging to be effective.
Has the industry changed? Do mobile ads still suck? Or has creativity in mobile marketing caught up with demand?
Here are my 10 essentials tips for creative mobile campaigns.
Whether you're an internet giant like Google, Microsoft or Facebook, or a small publisher trying to carve out a niche, chances are one of your biggest priorities is solving the mobile monetization riddle.
The good news: there's little reason to believe that the future of mobile advertising isn't bright.
How big will it be? That remains to be seen, but even if it's not as big as the staunchest bulls believe, it's still going to be big by virtue of volume.
With smartphone usage skyrocketing in key global markets, one thing is clear: mobile is the future, and the future is here.
Not surprisingly, everyone is rushing to capitalize on the significant opportunities that mobile is creating.
Publishers are trying to make sure they have attractive mobile offerings that produce compelling mobile ad inventory that advertisers are increasingly looking to snap up.
I've rounded up some of the most interesting digital marketing stats I've seen this week.
Stats include the paid search market, mobile checkouts, Apple's App Store, and online video...
The future may be mobile, but capitalizing on the mobile opportunity hasn't exactly been easy for many publishers and advertisers.
As companies like Facebook and Twitter are learning the hard way, delivering effective ads to consumers through mobile devices can be tough.
Despite the fact that mobile devices are always on and always connected, they have natural limitations which restrict where and how many ads can be served.