'Wireless' Category

The Value Of Personalized Mobile Video

Posted by Jeff Hasen on November 18th, 2015 at 4:43 pm

We’ll look back at 2015 as the year when mobile video watching went mainstream and many brands made their most serious attempts to date to engage with wireless users in true one-to-one ways.
What are the takeaways? First, let’s look at the numbers.
The IAB commissioned a Global Consumer Survey https://ondeviceresearch.com/blog/iab:-mobile-video-usage,-a-global-perspective looking into how, when and why people around the world are viewing video on the small screen in their pockets. From 5,000 smartphone users in 24 countries across Europe, Latin America, the Asia-Pacific region and South Africa:

Mobile video consumption is on the rise. 35% of respondents report watching more video on their smartphone versus last year. Even more so in U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%).

Advertising is being seen and video viewers in surveyed markets are overwhelmingly open to tailored advertising when watching mobile video. More than eight in 10 (82%) said yes to the prospect of tailored advertising that fits an individual’s interest.

That leads me to the second set of statistics:

Customers prefer to receive communication about services or special offers via MMS (multi-media messaging), using personalized video, according to a study of 2,700 commissioned by Vehicle

Nearly 4 in 10 (38%) said that... Read more

Serving The Self-Sufficient Mobile User

Posted by Jeff Hasen on November 10th, 2015 at 11:09 am

These days, it seems like the consumer has as many choices as you will find in an 11-story department store. That is, if you can still locate such an expansive retail location.
In one important way, the modern-day consumer is like those who have come before. In good economic times, we fill our closets with more shoes, shirts and jeans—whether we need them or not—and everyone from the customer to the business is happy. In the rougher patches, such as the recession that lasted from 2007 to 2009, sales drop and silence descends on retail sites: you could hear a pin drop in near-empty brick-and-mortar stores and malls.
Of course, e-commerce upended many brick-and-mortar business models. Only the strong and forward-looking survived. And now mobile devices have brought new consumer capabilities and expectations. Product reviews are a click away. Show-rooming is the norm: a consumer puts his or her hands on a product in a brick-and-mortar store, only to make a purchase—likely from a competitor, at a lower cost, that includes free shipping—on a handheld device.
That last move—the ordering on a mobile phone without the help of a clerk or the touch of a salesperson—is indicative of a significant shift toward consumer... Read more

Marketing Baseball Cards: Bubble, Boom or Bust?

Posted by Neal Leavitt on October 30th, 2015 at 5:54 pm

“Say it ain’t so Joe!”

Those words were supposedly uttered by a small boy outside the Cook County (IL) Courthouse to ‘Shoeless Joe’ Jackson. He had just finished testifying to a grand jury; one of eight Chicago White Sox baseball players who allegedly took bribes allowing the Cincinnati Reds to win the 1919 World Series. Jackson was banned from baseball after the 1920 season but was found innocent in 1921 by a jury.
Debates have raged for 90+ years on Jackson’s guilt or innocence; his baseball cards, however, have stood the test of time. Currently on eBay, for example, you can buy a 1909 E90-1 American Caramel rookie for $10,999.95. If you’ve got some spare change hidden in the sofa, you can grab a 1952 Mickey Mantle Topps Rookie RC #311 for only $38,795, also on eBay (with free shipping!). And in late April, a T206 Honus Wagner card sold at auction for $1.32 million.
While the market for certain types of baseball cards is still strong, a paucity of children and even teenagers at major baseball card shows in recent years appears to be the proverbial canary in the coal mine. Baseball card prices have been falling in recent years... Read more

Are We In the Mobile Immaturity Phase?

Posted by Jeff Hasen on October 25th, 2015 at 11:31 am

By every yardstick, including smartphones purchased, megabytes of data used, and sales generated, mobile is making historic advancements. A study by Flurry said that smartphone adoption has been 10 times as fast as the consumer reception to the personal computer.
During the 2014 holiday shopping season, wireless devices were the conduit to meaningful dollars for retailers and other businesses. In fact, smartphones and tablets accounted for more than a third of online sales on Christmas Day as well as 57 percent of all online traffic.
Sales made from Amazon’s smartphone app doubled year over year. An impossible-to-ignore 60 percent of Amazon customers shopped on a mobile device.
Still, we were left with the impression that, while marketers were in the game, they weren’t all in.
I wrote extensively about the state of mobile marketing in my new The Art of Mobile Persuasion book – www.artofmobilepersuasion.com. I’ll share several insights from my interviews, but first let me point to a new Forrester Research report that says that mobile maturity is rare among marketers.
An alarming (my word, not Forrester’s) 44 percent are still shrinking desktop experiences for smaller screens, 42 percent put mobile first, and only 14 percent are truly transforming the customer experience.
“The best mobile... Read more

The Repeat: Aol. & Millennial Media

Posted by Jordan Greene on September 3rd, 2015 at 11:24 am

In AOL’s acquisition of Millennial Media, what looks to be a bold move to finally getting into mobile advertising effectively, may be nothing more than a repeat of history.  With the explosive growth in mobile phones and tablets, and the never-ending amount of time that consumers spend sucked into their portable screens, it would seem inevitable that mobile advertising would move on a similar growth trajectory.  AOL thought so too. Eight years ago.  So, we can’t have that short a memory as we have seen this play before.
Back in 2007, AOL purchased the first of the real mobile display ad networks, Third Screen Media, for $110 million.  The idea of that acquisition made the company look ahead of the curve to the outside world.  AOL saw mobile as coming, and acted upon it.  However, the valuation at the time made the company look like it overpaid, and internally the pursuit of the deal was met with great disagreement.
In reality, Third Screen Media was an early house of cards in mobile advertising, with more bluster than substance.  In perfect AOL fashion, instead of augmenting the new acquisition and leading the mobile way, AOL virtually disintegrated the company in the 24 months... Read more