Mobile

Q: Have You Responded to Mobile Ads? POLL RESULTS & ANALYSIS ARE IN

Mobile_Ad_ResponseJune 6, 2015   Our most recent poll question asked, “Have you responded to advertising on your mobile device?” to which 61% of you said YES.

We asked the same question in 2009, when 17% of you responded YES; in 2011, when 24% of you responded YES; and in 2013, when 32% of you responded YES.

Clearly, your engagement with mobile ads is on the rise. But what’s conditioning this behavior?

Smartphone Adoption

We tend to interact with everything, perhaps ads included, when our fingers are doing the talking, and when our devices allow for smarter ad targeting and consumption of engaging content (more on that below).

Let’s compare your responses to the percentage of smartphone-owning adults in the U.S. in corresponding years.

% of You Responding to Mobile Ads *Smartphone Ownership Among U.S. Adults
2009 – 17% 17% Smartphone Owners
2011 – 24% 35% Smartphone Owners
2013 – 42% 56% Smartphone Owners
2015 – 61% 64% Smartphone Owners
* 2009 Per Forrester. 2011, 2013, 2015 Per Pew Research Center.

 

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  Marilyn Mead   Jun 06, 2015   Poll Q&A   0 Comment

Event Preview – MMA’s New York Forum

March 2, 2015   Advertisers will spend $64 billion on mobile media this year per eMarketer – that’s up 60% from 2014. The Mobile Marketing Association will convene top advertisers, agencies, and mobile media professionals to discuss the rapidly changing mobile landscape this March, at its 2015 MMA New York Forum: Acquiring, Reaching and Engaging the Right Consumers with Mobile.

Panelists include brand leaders from Brown-Forman, Citibank, Coca-Cola, Denny’s, Energizer, E-Trade, GameStop, Honda, Ikea, MasterCard, Razorfish Read More…

  Marilyn Mead   Mar 02, 2015   Conferences & Events, Featured Content   0 Comment

Holidays Lift Phablets, Gadgets & More

Tech-GadgetsJanuary 5, 2015   If the recent holiday season was any indication, 2015 is truly shaping up to be the year of the phablet – that inelegant term for super-sized mobile devices, like the 5.5” iPhone 6 Plus, and the 5.7” Galaxy Note 4. During the week of Christmas, mobile analytics firm Flurry found phablets (devices between 5.5” and 7” long) activated worldwide accounted for 13% of total mobile activations – up 225% year over year.

That phenomenon is just one sign consumers on the go are demanding their portable devices do more than ever before.

Another is the crop of advertisers that shelled out top dollar to catapult their cutting-edge technology into the mainstream over the holidays. FitBit, Read More…

  Marilyn Mead   Jan 05, 2015   Brand & Agency News, Featured Content   0 Comment

Master the Mobile Pitch: Advice from an Agency Executive

MobileImageOctober 8, 2014   Last week, at the IAB’s Advertising Week MIXX Conference, media agency executive Rachael Pasqua shared with us some words of wisdom for vendors: “If I don’t get what you do in the first two to five minutes, I’m just not going to remember you.”

Pasqua, who caught up with AdData following her IAB panel The Right Audience. The Right Time. The Right @#*!?, knows a thing or two about evaluating emerging technologies as Senior Director of Mobility at Group M agency MEC. Read More…

  Marilyn Mead   Oct 08, 2014   Conferences & Events, Featured Content   0 Comment

How Marketers are Supercharging Gaming Apps

pic2July 21, 2014   This July B. Bonin Bough, VP Global Media & Consumer Engagement at Mondelez, kicked off the ANA’s sold-out Digital & Social Media Conference with advice on how marketers can, among other things, entice consumers to play with their food. When Mondelez’s Oreo brand set out to create an interactive app in 2012, Bough said he was totally onboard, though he steered the team not toward their agency, but to a group that makes games for a living – PikPok. The hugely successful Twist, Lick, and Dunk app was born, and now boasts over 4 million organic downloads and 250,000 peak daily active users – all without Oreo spending on paid media. In fact, the game itself is now cash-positive due to in-app advertising. [Video: Oreo Takes Mobile App Development Up a Notch]

Offerings like Twist, Lick, and Dunk are raising the bar in branded mobile apps, and challenging marketers to seek expertise from partners who can help them compete. Our own For the Record news section features examples from: Read More…

  Marilyn Mead   Jul 21, 2014   Conferences & Events, Featured Content   0 Comment

Chrysler Talks Programmatic at Mobile Marketing Forum

chryslertalksMay 6, 2014   How does an automotive brand, one with a history of iconic TV ads, put mobile programmatic media into play? Chrysler’s Digital Marketing Manager Amy Peet shed light on the possibilities at the MMA’s New York Forum discussion: “Programmatic: Can it Improve Your Effective CPM’s and Improve Your Advertising ROI?,” moderated by Google’s Digital Strategy & Media Lead, Bob Arnold.

Peet began by explaining that Chrysler, like most automakers, has a three-tier framework. “Tier one is national branding, Tier 2 involves our nine different business centers … that represent local DMAs for dealership groups, and Tier 3 are the dealership groups themselves.”

For Tier 1 and Tier 2, Chrysler is experimenting with different pairings and turning levers on and off, to get a handle on the performance of mobile individually, and in relation to other media.  “When we layer programmatic in with a higher-engagement type unit, we see better success with them both,” said Peet. The company often looks to mobile to extend the reach of broadcast, which continues to command a large share of Chrysler’s overall spend, roughly $1.2 billion across all measured media in 2013, per Kantar. Read More…

  Marilyn Mead   May 06, 2014   Conferences & Events   0 Comment