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Why Universal Device Recognition is Critical for Marketers

Posted by James Lamberti on May 22nd, 2013 at 12:00 pm

The mobile explosion means marketers can now reach consumers online, no matter what device they’re using. This makes universal device recognition critical for marketers looking to deliver relevant messages to consumers online.
AdTruth, the global leader in securing digital relationships, is teaming up with Adform, a provider of digital media trading technology and campaign management solutions, for a live webinar on May 30th to discuss how the entire online advertising ecosystem can benefit from improving audience recognition across desktop and mobile.
The two companies will delve into how Adform is using AdTruth’s universal device recognition technology to reach both desktop and mobile audiences efficiently and at scale.
During this session, attendees will benefit from:

Discussing the principles of universality: The ability to work on all device types and in all use cases
Programmatic-level performance: The ability to support billions of impressions at millisecond speeds
Privacy-by-design: The approach that is at the core of device recognition technology empowering marketers and agencies to execute online campaigns while respecting consumer privacy and choice

Attendees will learn from Adform on how they’re utilizing AdTruth’s device recognition technology to support its platform’s desktop and mobile real-time bidding (RTB) capabilities to increase campaign reach and audience engagement.
Join the conversation May 30th, 2013 at 6... Read more

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Posted in Targeting | No Comments »

Takeaways For Marketers From Mobile Marketing Forum

Posted by Jeff Hasen on May 13th, 2013 at 1:21 pm

Home improvement and mobile are as matched as a hammer and nail, and other takeaways from the just concluded Mobile Marketing Forum in New York:
On the heels of a presentation by Lowe’s at the last Mobile Marketing Association get-together in San Francisco in January, Home Depot detailed its own measurable progress in engaging shoppers and selling more stuff through mobile devices.
Among the learnings:

Home Depot’s mobile-optimized site and apps provide access to the 400,000 different product types available online – as compared to the 35,000 in physical stores.

About a third of Home Depot’s traffic last year came through mobile.

Home Depot’s app has been downloaded 3.5 million times, with traffic up 60 percent because people responded to opt-in push messages.

Home Depot recently ran a test on Twitter and saw mobile engagement outpace desktop by 40 percent.

“The biggest challenge today for marketers is to make it exciting for consumers,” said Trish Mueller, senior vice president and chief marketing officer of Home Depot. “We’re passionate about customer service and... Read more

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Posted in Wireless | No Comments »

Tablets are not mobile devices

Posted by Todd Sherman on May 13th, 2013 at 12:22 pm

Spoiler alert: Tablets are not mobile devices.
Now, back to the beginning.
There is a common practice in the technology industry of putting tablets and smartphones together in a single category and calling them "mobile" devices. Both are compelling and relatively new types of devices that exhibit a similar look and feel, and share some key characteristics. However, there are significant differences between them that make one a mobile device, and the other not.
Why shouldn't they both be considered mobile? More importantly, why is this an issue?
Because mobile is the most transformative revolution in computing since the emergence of the Internet. Mobile takes advantage of extreme portability and continuous network connectivity to enable a completely new set of user experiences that traditional computing platforms cannot. Knowing which devices are mobile and which are not helps us better understand what is happening and how to better plan, and create, the future.
What’s useful is a simple definition of what "mobile" really means.
A primary characteristic of mobile devices is that they are small enough to be continuously carried around through almost all daily activities, including walking, running, and driving, and are found at home, in the office, in-store or anywhere in-between. Mobile devices... Read more

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Posted in Emerging Platforms | No Comments »

Why Mobile Apps Should Be Jumping on the Interest Graph

Posted by Jon Elvekrog on May 1st, 2013 at 10:01 am

Bad targeting usually means bad advertising; good targeting means matching people with messages that are actually relevant to them. That’s why it’s high time mobile apps take advantage of data to make their ads more relevant.

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Posted in Emerging Platforms, Targeting | No Comments »

Budweiser Toasts Facebook-Integrated 'Buddy Cup' – Clink to Make Friends (Video)

Posted by Rick Mathieson on April 30th, 2013 at 8:38 am

I'll drink to that.
As I write in my book THE ON-DEMAND BRAND, we've reached a point now where brands should no longer view social media as a cool new way to connect with consumers.
We must now view social media as a means by which we as brands can enable consumers not just to connect with us, but to each other. And not just in some virtual space, but in the physical world as well.
This initiative can help break the ice in a social setting - as well as continue the conversation (and/or flirtation) after that beer (or the many, many beers, as the case may be) is gone.
Cheers to Bud for the bold idea.
Read all about it, here.

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Posted in Creative Best Practices, Emerging Platforms | No Comments »

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