Category Archives: Mobile

What does the Candy Crush lifecycle mean to mobile marketers?

Candy Crush by m01229:FlickrOne of the most popular games over the last two years, Candy Crush, reduced its 2014 forecast in August after reporting lower-than-expected second-quarter revenue. This caused some unwarranted hand-wringing in the press about the future of mobile games.

To analyse this lifecycle trend, we gathered our own data from five mobile games that have been out for over three years, with over 20 million downloads each, including two simulation games, a trivia game, a card game, and a family game. What we found is that Candy Crush is experiencing a completely normal cycle of usage. Read More »

Mobile advertising: Why blending in is the new standing out

yahooChanging content consumption habits, driven by the proliferation of devices means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices. At Yahoo, we looked at how consumers are reacting to brands’ new efforts to engage with them, what they like already and what they want in future.

Our study looked specifically at mobile native advertising and reveals that, when consuming a stream of content on mobile, users don’t filter ads specifically from the stream – in the way that they do through ‘banner blindness’. Read More »

The rise of the feed (why native is here to stay)

Social media and the prevalence of smart phones has led to the explosion of content creation. Mobile content consumption has subsequently rocketed over the last 12 months, with mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 [Ofcom August 2014].

The types of content have also evolved into different formats, supported by an ever-growing number of platforms; for example, short form video with Vine; long form video with YouTube and Vimeo; short form text with Twitter and long form text with medium.

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Sponsored: Mobile is approaching its tipping point

smartphoneThis article is brought to you by our partners The Association of Online Publishers

Mobile will hit the tipping point on 4 December this year.

That’s the date on which Google recently predicted search queries from mobile will overtake those from desktops. In other areas that tipping point has already been reached. At the recent AOP Forum on mobile advertising, The Guardian’s head of mobile and video Lee Fels revealed that, at weekends, up to 70% of the traffic to The Guardian’s football section comes from mobile. Read More »

Keeping both eyes on mobile video advertising

Location-based mobile ads: how do you get it right?As befits the CEO of any start-up, especially one operating in a competitive sector such as mobile advertising, I keep one eye on the current state of affairs and another looking ahead. Right now, through this chameleon-like panoramic vision, what I can see through both eyes is a rapidly growing interest in, and investment in, mobile video advertising.

First, the current situation. We have a heady mix of analysts who show that dollars are moving towards video, and if analysis isn’t strong enough for you, mergers and acquisitions proving this, as deals close globally.

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Phones4u and the key role of partnerships

Phones4uIn the wake of the sad news about the unexpected downfall of Phones4u which broke this week, it’s worth examining why and how responsible businesses can allow a profitable retailer to fail.

Over 500 of the retailer’s stores simply didn’t open on Monday, putting nearly 6,000 jobs at risk, and creating yet more holes in the high street. The news follows the sudden decision of major mobile phone operators to withdraw their products from its stores next year.

It’s a sad state of affairs, and highly unexpected given that Phones4u is a profit making company. From a business perspective, it’s not how business should behave.

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Fashion, social media and the key to brand engagement

burberry London Fashion Week catwalkWhile social media certainly has its place as part of an overall marketing strategy, fashion brands need to look beyond the medium’s ability to simply drive short-term sales. Social media has proved itself to be a very powerful tool in some circumstances, but when it comes to clearing clothes rails its effect on our immediate purchasing decisions may be less powerful than commonly assumed, while its real potential remains overlooked.

Of course, popular brands will continue to clock up followers and endorsements on social media – ASOS is particularly good at this – but many of these individuals will be looking for opinions, reviews or customer service, rather than opportunities to make purchases. As such, a social media strategy designed purely to drive sales is going to deliver relatively poor ROI. Assessing the commercial value of a ‘fan’ on social media has long vexed digital strategists. How can you measure the value of different types of consumers – is a dedicated follower of fashion worth more or less than a fan of a specific brand? Read More »

Mobile signals the end for banner ads – so what’s next?

Mobile dataBanner ads. They have been a staple of online advertising for the best part of two decades. But when delegates at numerous conferences are told they’re more likely to climb Everest or survive a plane crash than click on a banner ad, it’s clear this advertising format has had its day.

Banner click through rates have been steadily declining over the past few years, reaching a current low of around 0.1%. Banner ads are often ignored and are unsuitable for mobile due to its small screen size. This, and the high incidence of accidental touch-screen clicks that negatively impact campaign measurement and increase costs, are encouraging marketers to seek alternative options.

Engaging ad formats are imperative when targeting the multi-tasking millennial generation who use multiple connected devices at the same time. So what is the next step for advertisers looking to move on from the age of the banner and engage today’s mobile dependent, highly distracted consumer? Read More »

In-store digital…when does it truly succeed?

ImaginationIn the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.

But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.

The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More »

The battle for your home screen

social media appsThe battle for first swipe is something you may not have heard much about. With wearable tech and the Internet of Things dominating the headlines, the struggle for control of your mobile’s home screen has been largely ignored. However, a series of recent launches suggest this is an area of serious interest.

Twitter is trying to put messages in front of people before they even unlock their phone and recently acquired smart lock screen app, Cover. The Android app lets the user customise the applications they see and when they see them and works by displaying apps contextually based on actions and locations. Widely regarded as a move to compete with Facebook’s Home service, Cover may give Twitter the chance to deliver tweets and messages outside of its dedicated app and further highlights the social platform’s mobile-first ethos. Read More »