Unless you've been living under a rock these past few months, you've probably heard that Millennial Media recently acquired rival mobile ad network Jumptap, in an effort to become the most powerful mobile network in market. I've had a lot of people ask for my opinion on this (bold) move by the two companies to join forces and my reply has been consistently positive. As a buyer, I've always felt like the two companies' strengths always made up for what the other lacked; the perfect odd couple for the mobile industry.
Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
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Smartphones and tablets are typically lumped into the same category—mobile. While, at surface level, these two types of devices may seem very similar, the way they are used could not be more different.
Smartphones are an out-of-home, location-based technology. In fact, 60% of smartphone usage takes place outside the home. In contrast, 83% of tablet usage happens in-home. Meaning, tablet usage has more in common with your home computer than your smartphone.
This drastic difference in usage also affects the consumer’s path to purchase. 55% of tablet users convert online compared to just 20% of smartphone users, of which 77% convert in-store.
Regardless of device, more than half of all smartphone and tablet activities lead to conversion. So the question is no longer should I market to “mobile” devices, but what device type should I market to? If you’re looking to drive in-store conversions, targeting smartphones may be the better option. But, if driving on-line conversions is your goal, target tablets.
Data from xAd – Mobile Path to Purchase 2013
Business Insider’s latest BI Intelligence report examined the impact of social video on the digital distribution and consumption of video content. BI defines social video as “video that is influenced — in any part of the pipeline, from production to distribution — by social media.”
It’s no surprise that social media has become entwined with our video consumption habits, considering it also informs most of our other behaviors from shopping to parenting to interacting with friends and family. What is interesting, however, is how it is actually changing video content itself.
Social media audiences aren’t known for their attention spans, so new video content is being condensed to suit their viewing habits. BI calls it “snacking” on video. Shorter videos are more conducive to sharing, and some of the newer social mobile video apps like Instagram, Vine and Tout limit video duration to 15 seconds or less. The average duration of an online video was 5.6 minutes in April 2013, compared to 6.6 minutes one year ago, according to comScore.
In the last five years, every digital shop has gotten the request from a client: “make us a viral video.” Going viral is the end all, be all of video advertising, because it... Read more
In 2012, my team collaborated with the streaming media company, SnagFilms to create mobile applications to connect better with its customers. SnagFilms is not just a streaming video service, but more importantly a progressive web-based start-up with an immersive platform providing instant access to independent films and documentaries. As a company that generates revenue using ads, the aggressive move towards mobile was strategic to creating significant growth in the business.
Even against the popularity of streaming apps such as Netflix, HBOGo and Hulu Plus, SnagFilms serves as a paragon to strategically positioning niche media distribution. With a library housing thousands of independent films and documentaries, often touching upon wide reaching social themes, SnagFilms content is where its value lies. Thanks in part to innovative technologies, SnagFilms was able to position itself as a certified player in an industry dominated by large competitors and their distribution capabilities. Web-based companies from any industry can serve to learn a lesson or two from SnagFilms’ success.
Ad-Supported Content Distribution
By integrating pre-, mid-, and post-roll ads into its streaming, SnagFilms gave independent filmmakers and content providers a solid distribution platform that could also generate revenue. The decision to develop intuitive mobile apps to increase audience... Read more