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
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