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Google also posted better-than-expected mobile ad growth in Q3. Fueled primarily bydirect-response advertisers, Google is set to control a 56.6% share of the US mobileadvertising market by year‘s end, eMarketer estimates.Buyers Get Down to Brass Tacks on MobileDEC 6, 2012PrintEmailFree NewsletterMobile pricing was still believed to be cheaper than desktop pricing by a majority ofrespondents. Asked when mobile and desktop pricing would be similar, the greatestpercentage of respondents, 36%, believed that the two channels would be comparablypriced within the next two years.110
The survey broke social and video mobile advertising out from display, leaving display asprimarily consisting of banner ads. Given this more restricted definition, display wasfound by the highest percentage of respondents to be cheaper on mobile vs. desktop,which is understandable given that smaller screens limit the banner experience.The increasingly limited potential of display on mobile—excluding social and videoads—was further demonstrated when respondents were asked about current vs. futuremobile budget allocation. Display‘s share of ad buyers‘ budgets was set to decrease by 5percentage points, swapping its position as the No. 1 mobile channel with search. Givenmobile‘s now well-documented role as a key player in gathering real-time information, itmakes sense that buyers would be putting more money toward search.Video will also see a bump in spend as mobile video viewing becomes more common,with buyers expecting to put nearly 10% of mobile spend toward video in the next yearand a halfMobile will take 50% of budget in 2017, but held back by skillsgap: studyPosted on December 10, 2012 by MarketingMarketers will spend 50% of their budgets on mobile by 2017, but for the moment are hampered by their lack of understanding of the medium anddifficulties in quantifying return on investment, according to Experian Marketing Services.Only 4% of the 320 marketers involved in Experian‘s mobile marketing study are regularly implementing mobile marketing activities, despite awidespread belief it will be one of the most important ways to communicate with customers in the future.Head of research and consulting at Experian, Dave Audley, puts the slow uptake of mobile down to three key reasons: a skills gap in the industry,difficulty in demonstrating ROI and the tug of war for budgets between traditional and new channels.―There‘s some confusion and difficulty when it comes to budget allocation,‖ Audley says. ―Marketers are finding its quite difficult to quantify return oninvestment by channel. Organisations are reluctant or not committing to investing in the [mobile] channel just yet until they fell confident that they canmeasure the return that they get.‖111
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Summary1
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thus, are struggling to respond to
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mobile.‖And, CMOs must understand
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The earliest mobile advertising too
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The upheaval that the Internet has
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But when we ask respondents whether
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―The most significant issue for a
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Mobile Internet advertising is the
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How? With ads that are native to th
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There's an onus on publishers to im
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Some mobile analysts mistakenly bel
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He may even catch the tail-end of t
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In these campaigns, users don‘t s
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Unaided brand recall was 43% for au
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The technical hurdles are formidabl
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Privacy IssuesApple has now phased
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Google has the same complaint in th
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Mobile‘s usefulness for shopping
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1) CPG is adopting mobile faster th
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Performance-based pricing models ar
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eMarketer expects mobile video adve
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Listen To The Sound Of My VoiceA vo
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A new report investigating consumer
Page 59 and 60: The next day, Foursquare announced
Page 61 and 62: Expand context beyond locationLocat
Page 63 and 64: Using this tool, VocalizeMobile was
Page 65 and 66: the brands I see in commercials and
Page 67 and 68: "It's not just about trying to move
Page 69 and 70: ―Mobile is becoming one of the fo
Page 71 and 72: time on a mobile device) could be r
Page 73 and 74: ―travelers,‖ ―parents‖ and
Page 75: Failing to Connect with Users Durin
Page 78 and 79: Location is a big deal. For the his
Page 80 and 81: Adfonic, abuying platform for mobil
Page 82 and 83: media-consuming device. But what th
Page 84 and 85: Whether or not mobile users will be
Page 86 and 87: advertisers are coming to us for cu
Page 88 and 89: and an increased desire among custo
Page 90 and 91: 7. Mobile Puts The “R” in Retai
Page 92 and 93: SoLoMo: Time to Get Social, Think L
Page 94 and 95: Companies and marketers who want to
Page 96 and 97: Making the most of a mobile video p
Page 98 and 99: ―Since mobile rich media ad servi
Page 100 and 101: Triton Digital Chief Operating Offi
Page 102 and 103: mobile-centric ad unit? It seems cl
Page 104 and 105: The study goes on suggesting that t
Page 106 and 107: An overwhelming majority—92%- of
Page 108 and 109: ―I think progress is being made
Page 112 and 113: Mobile has also added another layer
Page 114 and 115: Facebook.Stock has climbed from und
Page 116 and 117: IAB: Almost two-third of mobile vid
Page 118 and 119: Mobile Marketing Analytics Are Diff
Page 120 and 121: There is gold waiting in every mobi
Page 122 and 123: Mobile ticketingParamount is runnin
Page 124 and 125: Digital Dimes to Mobile PenniesNow
Page 126 and 127: evenues in the third quarter after
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Page 130 and 131: Other research showed that TV ads w
Page 132 and 133: Lockhorn continued that monetary ch
Page 134 and 135: Among smartphone owners who havenev
Page 136 and 137: Display Ads' Dubious In-View Perfor
Page 138 and 139: We've heard Pandora CEO Joe Kennedy
Page 140 and 141: Talking Point: At the moment, most
Page 142 and 143: ―Make one Web - ensure content an
Page 144 and 145: Companies such as Amazon, Starbucks
Page 146 and 147: 4. Mobile advertising performs poor
Page 148 and 149: Recent developments meant to addres
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Page 154 and 155: demographic reported having made at
Page 156 and 157: effectiveness, a banner click rate
Page 158 and 159: Digital Experts Tell Us The 7 Bigge
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The other concern I have with mobil
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This shift has been problematic for
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The 1800-Flowers mobile siteWith th
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Measuring mobile video beyond the c
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entries and then tries to provide r
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“It brings together the best of b
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172
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campaigns conducted between Novembe
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uild big money off of it," said Man
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But an effective way of combating u
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Analog 54% 36%Digitally influenced
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etailers’ recent efforts to scale
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That‘s a lot of consumer data to
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As mobile display advertising matur
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Mobile devices‘ smaller screens a
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The YP study shows that the sweet s
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These limitations depress demand fo
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Like similar studies before it, AdS
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percent. Trademob found that 22 per
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198
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We Took Control Away4-day mobile im
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Statistics for the current year sug
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Key takeaways from the forecast:Spe
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52% of marketers report that they a
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Data from ScanLife’s “Mobile Ba
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vs. 10%); making a purchase on a mo
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Challenge Marketers on MobileAUGUST
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Marketers that push creative bounda
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Implications- If we had used the st
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uying against content or even vast
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action with a brand; however, it‘
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was relevant to them, making this t
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MOBILE INTERNET USE ACCOUNTED FOR 1
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ADVERTISERS, SHE CLAIMS. HOWEVER, A
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Study: More Users Clicking Ads, Ris
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Distrust, Irrelevance Temper Mobile
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About The Data: The 2012 Hipcricket
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topping the list in terms of consum
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Foursquare, about to celebrate its
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Here are the top tasks in terms of
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25.2% Newsstand (12)23.7% Lifestyle
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According to Nielsen the majority o
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