Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

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campaigns conducted between November 2007 and June 2012. In aggregate, consumerswere keenly aware of ads served to their tablet devices and those ads were twice as likelyto raise purchase intent as typical mobile ad campaigns.An analysis of clickthrough rates for display ads served on the Jumptap mobile adnetwork showed tablets generated the highest response rates of all mobile devices in thefirst quarter of the year.Indeed, the response rates for tablet display ads are eye-catching but so are the cost perthousands (CPMs). Limited supply and high demand are keeping display ad prices atpremium levels. ―In general, tablet CPMs are 33% to 55% higher than that of mobilebecause of the larger screen size, more limited reach and high demand,‖ said Paran Johar,CMO of Jumptap.While tablets offer significant new opportunity to marketers, some remain hesitant to goall in, as they wait for the number of tablet users to go up and the cost of tablet addevelopment and buys to go down.174
Will Mobile's Massive Growth EverEqual Real Revenue?Media Companies Once Lamented That Ads Worth Dollars Offline Were OnlyWorth Dimes on the Web. It's Even Worse on MobileBy: Jason Del Rey Published: October 01, 2012Three years ago Andy Wasef, head of mobile and emerging platforms at media agencyMEC, sat on a panel exploring how to drive mobile ad growth. He issued a charge to hisfellow panelists -- executives at ad agencies, marketing trade groups and publishers: Let'slearn from the mistakes of how advertising appears and is measured online and notduplicate them on mobile phones.So much for that."Despite our best efforts, the industry has mostly just followed the online model," saidMr. Wasef. "And so much of what is offered from publishers is really an onlinereplication, but at a poorer level."Poorer is the key word. If publishers once lamented that offline dollars turned into"digital dimes" as content and audiences moved to the web, here's what might be keepingthem up at night: Digital dimes are turning into mobile pennies. The effective cost perthousand impressions on the desktop web is about $3.50, according to data crunched byMary Meeker, partner at Silicon Valley venture-capital firm Kleiner Perkins Caufield &Byers. On the mobile internet? A whopping 75¢.That should be of particular concern to publishers, given the rise in media consumptionvia mobile devices.In interviews, media companies from Condé Nast to Gawker Media say visits frommobile phones and tablets have more than doubled in the past 12 months and nowaccount for 20% to 30% of the overall traffic to their content. In many cases, this growthhas caught publishers unprepared, with sales staffs often lacking the necessary training orclear strategies to monetize mobile audiences. Some media companies are taking a waitand-seeapproach. In a rush to cash in on this shift, others are often relying on what theyknow best: the banner ad, which is proving to not be much better.The ad experience on mobile phones is challenging for a number of reasons. The smallerscreen sizes make most ads unattractive, privacy settings restrict targeting and short usersessions make providing more than one ad in front of a user nearly impossible.Meanwhile, encouraging readers to pay for mobile content has been an equally toughbattle for many media companies. "There's no easy way to push 300 by 50 [pixel] ads and175
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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
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The next day, Foursquare announced
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Expand context beyond locationLocat
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Using this tool, VocalizeMobile was
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the brands I see in commercials and
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"It's not just about trying to move
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―Mobile is becoming one of the fo
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time on a mobile device) could be r
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―travelers,‖ ―parents‖ and
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Failing to Connect with Users Durin
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Location is a big deal. For the his
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Adfonic, abuying platform for mobil
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media-consuming device. But what th
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Whether or not mobile users will be
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advertisers are coming to us for cu
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and an increased desire among custo
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7. Mobile Puts The “R” in Retai
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SoLoMo: Time to Get Social, Think L
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Companies and marketers who want to
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Making the most of a mobile video p
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―Since mobile rich media ad servi
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Triton Digital Chief Operating Offi
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mobile-centric ad unit? It seems cl
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The study goes on suggesting that t
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An overwhelming majority—92%- of
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―I think progress is being made
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Google also posted better-than-expe
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Mobile has also added another layer
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Facebook.Stock has climbed from und
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IAB: Almost two-third of mobile vid
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Mobile Marketing Analytics Are Diff
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There is gold waiting in every mobi
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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
Page 160 and 161: The other concern I have with mobil
Page 162 and 163: This shift has been problematic for
Page 164 and 165: The 1800-Flowers mobile siteWith th
Page 166 and 167: Measuring mobile video beyond the c
Page 168 and 169: entries and then tries to provide r
Page 170 and 171: “It brings together the best of b
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Page 176 and 177: uild big money off of it," said Man
Page 178 and 179: But an effective way of combating u
Page 180 and 181: Analog 54% 36%Digitally influenced
Page 182 and 183: etailers’ recent efforts to scale
Page 184 and 185: That‘s a lot of consumer data to
Page 186 and 187: As mobile display advertising matur
Page 188 and 189: Mobile devices‘ smaller screens a
Page 190 and 191: The YP study shows that the sweet s
Page 192 and 193: These limitations depress demand fo
Page 194 and 195: Like similar studies before it, AdS
Page 196 and 197: percent. Trademob found that 22 per
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Page 200 and 201: We Took Control Away4-day mobile im
Page 202 and 203: Statistics for the current year sug
Page 204 and 205: Key takeaways from the forecast:Spe
Page 206 and 207: 52% of marketers report that they a
Page 208 and 209: Data from ScanLife’s “Mobile Ba
Page 210 and 211: vs. 10%); making a purchase on a mo
Page 212 and 213: Challenge Marketers on MobileAUGUST
Page 214 and 215: Marketers that push creative bounda
Page 216 and 217: Implications- If we had used the st
Page 218 and 219: uying against content or even vast
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Page 222 and 223: 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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