By David Petersen, CEO, Sense Networks
Location-based mobile advertising, and its typical application of geo-fencing, is one of today’s hottest mobile marketing’s topics. However, the true power of location is often misunderstood. When it comes to driving ROI through mobile advertising, location often doesn’t matter – at least not in the way you think it does. Instead of simply geo-fencing a static location, the more effective use of mobile location technology considers historical location data and the consumer behavior it reveals.
Smart marketers are implementing “location for lifestyle” targeting strategies as opposed to zeroing in on “location right now tactics.” Sending an ad to a consumer based on their current location often isn’t as powerful as sending mobile ads based on the user’s lifestyle and behavior that analysis of historical location data reveals. In fact, our research has shown that there is no correlation between distance-to-store and mobile ad clicks for retailer brands.
Also, consider that most consumers have their day planned out. They may be walking past a retail location and receive an ad, but they are unlikely to stop what they are doing and immediately head into the retailer to make a purchase – especially if the deal isn’t relevant to... 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
Mobile is quickly redefining how we interact with brands on a daily basis. Media companies report that visits from mobile phones and tablets have more than doubled in the last 12 months and now compose 20 to 30 percent of overall traffic across the Internet. According to the IAB, in 2010 mobile only accounted for 2.1 percent of Internet advertising spend but worldwide mobile ad spend is projected to rise to $36.87 billion in 2016 according to eMarketer. One macro-trend coming out of the industry is how mobile is still a relatively uncharted realm for advertisers, and those brands who find the right mix of ad relevance and experience will be the victors.
I feel that as an industry, we are just now diving deep into the real potential of mobile advertising. We must think about the possibilities beyond mobile banners to help brands and publishers alike enable native experiences that are truly optimized on mobile devices. Our goal at Zumobi is to captivate consumers with brand integrated experiences on mobile as it has become the screen of choice in 2013 and beyond.
As mobile advertising continues to ascend to new heights, industry thought leaders are paving the way for the development of mobile as... Read more