While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile's rapid growth.
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There’s no escaping the fact that mobile marketing and m-commerce are on the rise since 66% of smartphone owners use their phone to aid them when shopping[i] and 25% of smartphone owners said have made purchases on their phone in the last week[ii]. Advertisers need to make sure they are up to speed on the best practices for mobile advertising and optimizing their web presence.
For those already on board with mobile advertising, make sure to run with Rich Media creative. Mobile is all about engagement; so don’t be shy about using the native functions of the smartphone to engage consumers with your brand, products and offers.
Use push notifications to let users know when they are close to your store.
GPS locators are great for retail stores—brands like Starbucks, Target and Goodyear use this creative functionality to drive in-store traffic.
Include the option to set calendar reminders.
This functionality is great for entertainment clients that want to remind fans to watch upcoming movies and shows, or for retailers to remind customers that a sale is starting or announce that a new product is available.
If you have an app, increase interactivity by implementing... Read more
Armed with smartphones, tablets and laptop/desktop computers, consumers are beginning to use each device to do distinct tasks. And while e-mail, Internet access, search, Facebook, music, photos and gaming are widely used on all three screens, increasingly consumers are turning to specific tools to accomplish specific things.
Smartphones are the all purpose in-motion utility device. The voice/text/audio recording tool replacing watches, alarm clocks, instant cameras, to-do lists, address books, PDAs, gameboys, calendars, weather 800 numbers and soon -- wallets. Tablets are becoming multi-dimensional infotainment centers. And personal computers, which are more likely than either phones or tablets to be shared devices, are serious tools for serious matters and the repository, or gateway to the cloud repository, of our key files and critical data.
The division of labor seems to a function of technical capabilities, psychology, demographics and habits. People are used to doing certain things on the go, like texting, calling, checking e-mail, tweeting, etc. Shopping is a mixed bag. According to PriceGrabber, 1 percent of on online shoppers will buy exclusively using a mobile device and another 45 percent will combine offline, online and mobile to make a purchase. And while the number of these tasks is expanding to include payments,... Read more