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The New Mobile Display Ecosystem report, published by Econsultancy in association with OpenX, explores the latest trends in mobile advertising and looks at what the future might hold.
The report, which includes insights from more than 20 industry leaders, explores the impact of increasingly mobile-centric consumer behaviour on different stakeholders within the marketplace.
This article is focused on how publishers need to adapt to the rise of mobile.
For many traditional publishers, moving from print to desktop was a challenge. Migrating to an ever more complex landscape is equally challenging, but can be as richly rewarding for the companies that do it right.
Organisations are much more likely to have some sort of strategy in place this year for ‘integrating mobile into broader marketing campaigns’.
However, the focus on mobile (and integration of mobile) is still small when compared with the opportunity, according to a new report from Econsultancy and Oracle Marketing Cloud.
Econsultancy has published a new report aimed at providing insight into the relatively new world of mobile advertising.
In this context, it seems appropriate to ask more generally, "what is the state of mobile today?"
So, for this post I've gleaned Chris O'Hara's views (the report author) on the state of mobile and why the time is so ripe for an explosion in mobile advertising (which over the past four years has seen an annual growth rate of 123%).
From omnichannel realities to the difficulty in audience tracking, here is the state of mobile today...
The report, The New Mobile Display Ecosystem, is available now.
The New Mobile Display Ecosystem report, published by Econsultancy in association with OpenX, includes insights from more than 20 leaders in mobile marketing, publishing and technology.
It explores the latest trends in mobile advertising and looks at what the future might hold.
I spoke to the author, Chris O'Hara, to get an insight into the main topics and trends discussed in the report.
Voxel places mobile apps in the cloud, enabling users to try them within ads, before they choose to install.
Oh QR code, how did you fall from grace so soon?
Perhaps it was around the same time that advertisers started putting really tiny ones on posters, plastered on Underground walls on the wrong side of the platform, thereby making users dangle their arms over the train tracks smartphone in hands, oblivious to an oncoming train about to rip their arms off.
I might have made that last bit up, but if you live outside of London you’d be forgiven for thinking it’s true.
Perhaps I need a more scientific approach to gauge popular consensus on the use of QR codes.
Here’s a flow chart recently shared around the internet that helps companies decide if they might need a QR code or not.
Mobile adspend in the UK grew to £429.2m in the first half of 2013, an increase of 127% compared to the same period last year.
The data comes from a new report by the IAB, which also found that mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year.
Furthermore, fuelled in part by the roll out of 4G networks, mobile video advertising grew by 1,260% from £1.7m in the first half of 2012 to £23m in the first half of 2013. Paid search accounted for the majority (63%) of mobile adspend though with £271m invested in this channel.
Overall, the IAB stats show that UK digital adspend reached a record £3.04bn in the first half of 2013.
To find out more about how brands and agencies are approaching digital advertising come to Econsultancy's JUMP event on October 9 (this Wednesday), which is all about creating seamless multichannel customer experiences.
The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like.
Consumers want choice, control and relevance if they are going to interact with a brand. If an ad’s easy to ignore, it will be; if it intrudes upon consumers’ content, they’ll naturally start to resent the brand that’s interrupting them.
Give mobile users choice over whether and how they view an ad, however, and brands can achieve the recognition (and even the affection) that traditional mobile advertising has so signally lacked.
Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.
The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.
Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.
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.