For many advertisers, "seasonality" means one thing: the holidays. Sure, there are other calendar events that are well-suited to campaigns for particular brands, like March Madness and Back to School. But for many, it all comes down to one thing -- the slow but steady rise into the winter holiday season, with purchases peaking in December and then falling steeply into January, into what is generally the most down period of the year for advertising.
If we take a look at mobile phone use patterns (here seen by monthly impressions), however, it becomes apparent that there are lots of mini-surges and dips throughout the calendar year. Our parent company, Opera Mediaworks, compared the first half of 2012 to that of 2013 and found a clear pattern, and we can speculate that the second half of 2013 might follow a similar pattern.
The biggest surge we can see on the chart is during Spring Break season. Beginning in March and lasting well into April, consumers are using their phones almost as much as they are in the pre-holiday November period. What a great time to run some spring season campaigns. Auto advertisers, for instance, might take advantage of all those mobile impressions to promote... Read more
While the advertising community may be looking on in benign amusement as Samsung, Apple and Microsoft try to downgrade each other's products (oh sorry, product experience), we start to wonder:
Should mobile advertisers really care about who wins?
Absolutely. Here's why: Different types of features introduced on new smartphones very much influence how people use their phones and how they engage -- or don't engage -- with mobile advertising.
One of the observations that we've noted is that while rich media ads tend to get more engagement from iPhone users, users on Android devices tend to convert at higher rates.
These particularities are due in part to demographic differences among iPhone and Android users, but also in the way they use their devices, which is very much dictated by the feature set of the phone.
Samsung Galaxy s4 vs. the iPhone 5
For instance, when the Samsung Galaxy S4 came out, Ad Age speculated that the bigger screen, a possible native digital wallet app (like iPhone's Passbook), a better camera and eye-tracking interface for screen navigation would mean exciting new options for mobile marketers. They also hoped for a GPS-based feature that would help advertisers geo-target consumers as they physically approach retail locations.
Samsung didn't deliver all of... Read more
Pandora made more than $229 million from mobile display ads in 2012, according to an IDC study that came out last week — on par with Facebook ($234M), and double that of Twitter, which netted $117 million.
That's a pretty penny from a medium that until late last year, marketers will still unsure about.
Let's timehop back to August 2012. In an article entitled, "Why is Pandora not making more money in mobile?" Mobile Marketer cites several reasons why the music-streaming service was struggling, including smaller screens that don't allow for large-format, high-impact ad formats.
At that point, most ads were in the form of small banners, and video hadn't really come onto the scene yet. "The mobile advertising market is still in the early stages," they wrote, and is not keeping up with Pandora's mobile use.
Fast forward to today. Mobile traffic in the Music, Video and Media category (Pandora among others) continues to soar, and has consistently been #1 in terms of impression volume on our Opera Mediaworks mobile advertising platform.
However, as you can see here in the Q1 2013 State of Mobile Advertising report, revenue has definitely caught up with impressions.
About 18% of all revenue is generated by mobile sites and apps that serve... Read more