Want to sell a home, a car, a washing machine via mobile advertising? It just might help.
But a toothbrush, movie tickets, or hedonic items like a fancy watch or handbag? Maybe not.
Researchers at Columbia Business School wanted to find out if banner ads on a smartphone’s web browser actually work. Their results reveal that they do, but are only effective for certain products.
Posted in Marketing Strategy, Mobile Advertising, Mobile Advertising Campaigns, Mobile Marketing
The following is an exclusive guest contributed post from Alyssa Nahatis, Director of Deliverability for Adobe Campaign.
More people use their smartphones for reading email than for making calls! In a report by Adobe last year, 79% of smartphone owners use their smartphone for reading email and 78 percent use their phones for calls (Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits”). The smartphone and other mobile devices are clearly taking over as the way people monitor their email, so it seems apparent that designing your mailings so that they appear correctly on the phone is vital.
The challenge is that there are lots of different devices out there of different sizes, screen resolutions, power demands and storage capability. How can you insure that your emails will open successfully on them all? Here are some ideas.
Posted in Announcements, Marketing Strategy, Mobile Advertising Campaigns, Mobile Devices, Mobile Marketing, News, Platforms, Smartphones, Technology
A lot of marketers may think of mobile as a channel, a thing, a site, a means — particularly in regard to their own advertising efforts. In their minds, it’s a noun.
But according to Jeff Fagel, CMO at G/O Digital, we really should be thinking of mobile as a verb.
“If there’s one thing I’m sure of as a marketer, it’s that mobile is more than its channel — it’s a behavior,” Fagel says in a post at Venture Beat.
Fagel has thought long and hard about this. With more than 20 years of brand, digital, and startup marketing experience, Fagel has held multiple leadership roles at PepsiCo, Frito-Lay & and Sears Holdings.
Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Advertising Campaigns, Mobile Devices, Mobile Marketing, News, Platforms, Technology
Mobile advertising in the UK will soon overtake the multi-billion pound newspaper and magazine market next year, (and surpass TV ad spend) to hit £4.5bn in 2016, according to a new forecast.
Based on a report published by eMarketer and covered in The Guardian, it looks like mobile ad spend will grow by 96 percent this year to £2.02bn.
That’s just a hair behind the £2.06bn forecast to be spent on print ads in newspapers, according to the same report.
Posted in Announcements, Mobile Advertising, Mobile Advertising Campaigns, Mobile Devices, News, Platforms, Predictions, Technology
Representatives for Celtra recently briefed MMW on their release of the new AdCreator analytics, which includes cross-screen viewability metrics, accidental ad expansion tracking and performance benchmarking.
Celtra professes to be the first to provide viewability metrics on both in-app and mobile web environments.
“The cutting-edge technology found in AdCreator analytics allows agencies, media suppliers and brand leaders to reliably track viewable impressions and intentional ad expansions, as well as other common metrics, via a comprehensive and easy-to-use dashboard,” a provided statement reads.
Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Advertising Campaigns, Mobile Analytics, Mobile Apps, News, Platforms
What would happen if a retailer could pinpoint a shopper with whom it had connected previously via mobile?
Ideally, the retailer could target such a shopper for a better in-store experience. Because — think about it — what’s the point of spending on mobile to attract customers but not having anything special to reward them for making the investment of time and effort to visit the store?
However, though many merchants say they want to engage with their in-store customers, too few have the ability.
Posted in Marketing Strategy, Mobile Advertising, Mobile Advertising Campaigns, Mobile Commerce, Mobile Devices, Mobile Shopping, Platforms, Smartphones, Technology
One of the world’s leading mobile ad networks is making mobile audience targeting a higher priority.
Millennial Media has just unveiled Point: Audience Location Advertising suite, a location-based audience advertising suite that connects brands with consumers “during the mindsets, moments, and locations that matter most.”
The independent ad network is capitalizing on its mammoth SDK footprint to make it all happen.
Posted in Mobile Advertising, Mobile Advertising Campaigns, Mobile Analytics, Mobile Apps, Mobile Devices, Mobile Marketing, Platforms