Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Nihal Mehta, CEO and co-founder of ad tech startup LocalResponse, said that eventhough Nielsen might be behind technology-wise, Nielsen Mobile Brand Effect helpslegitimize the mobile ad industry."Maybe [Nielsen is] late to the party, but it's still the goldstandard," he saidData, data, data: collect, cookie, and connect. One of the knocks on mobile has beenthe lack of tracking - particularly across SMS messaging. Look for many advances onthis front as tracking, tagging, and tying cookies to devices and device IDs becomesincreasingly prevalentIs Mobile Video Advertising More Effective Than TVSpots?by Steve Smith, Yesterday, 9:53 AMIt is a fair question. And intuitively, it would make sense for a video ad to be moreimpactful on handsets than on the living room tube. After all, consider the differentcircumstances and uses cases of mobile video watching compared to TV spot viewing.TV suffers both distractions and absent viewership. Mobile pretty much requires a higherdegree of focus, and unlike the Web, it doesn‘t have an alternate window or email tocheck when the pre-roll is running. On TV mobile is the possible ―second screen‖distraction -- while on mobile, well, that is the second screen.So it isn‘t too surprising that rewards-based pay-perview video ad net Tapjoy reports thatin recent weeks it has flown a number of campaigns in the telecom, auto, finance andconsumer goods segments that consistently outperform TV in brand recall metrics.Tapjoy is active in about 5700 apps -- mostly games -- and allows the user to exchangein-app points and content access for opting in to an ad engagement.For a telecom campaign, for instance, the Tapjoy videos produced a 48% higher recall,vs. 22% for TV, and the mobile campaign generated 25% brand likeability vs. 11% forthe TV spots.In another newly released case study, a campaign for GMC‘s new Terrain SUV saw an80% video completion rate, producing over 800,000 views. The net result was a 33%higher awareness and 42% higher brand recall.To be sure, the results have the distinct advantage of being opt-in. Users not only chooseto view the video but often can choose their advertiser, so self-selection is at work here.And as always, there is the issue of scale. 800,000 video views on a handheld is none tooshabby, when you can find them. But Tapjoy CMO Peter Dille tells me that while scale isimportant to many of the advertisers in the system, ―this is a bidded model. Theadvertiser can pay what they want, not a CPM they have to back-end into. A number of85