Posts Categorized: Mobile

Mobile advertising has a measurement problem

Tape measure by Randen PedersonBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement.

Impressions shouldn’t be wasted

Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view. Read more on Mobile advertising has a measurement problem…

Consumers’ mobile ad value revealed

WEB_mobile_phone_thumbs_upHaving discussed consumers’ ad attitudes and ad appeal, Stephen Jenkins, global vice-president marketing and communications, EMEA, Millennial Media, takes a look at ad value and consumers’ self-perceived worth to advertisers on mobile.

It’s important to note we are not talking about a figure that consumers believe they should be paid, but their perceived worth to advertisers for letting them into their most personal devices.

Consumers expect mobile advertising, but in a timely fashion

We started off by asking whether consumers were happy to receive advertising in exchange for keeping mobile services free, or if they would prefer to pay for such services and avoid the ads. From our 4,000-plus consumers, three quarters (72%) said that they expect to receive some advertising in a one-hour time frame to keep content free. Only 3% of consumers said that they pay in order not to have ads. Read more on Consumers’ mobile ad value revealed…

Consumer time online is precious, and Starbucks has the perfect blend

(Starbucks)

(Starbucks)

According to Ofcom’s most recent Communications Market Report, UK consumers are spending two hours online on their smartphones every day; twice as long as laptops and PC. That’s welcome news to any brand that is taking a mobile first approach and sends out a clear message to others that they need to fall in line.

Yet whilst consumers spend more and more time online, that time is not booked out as a specific internet session. Rather it is a series of spontaneous and small capsules of attention.

For marketers it’s a strange paradox. The best mobile experiences today – in terms of time-spent – don’t come in minutes, or even seconds, they happen as milliseconds – tiny moments as the consumer glances at his phone screen whilst waiting for the bus, filling up downtime with screentime. Read more on Consumer time online is precious, and Starbucks has the perfect blend…

The mobile advantage: More data, better audiences, improved engagement

MobileholdingphoneMobile is the most powerful medium advertisers have ever had to connect with consumers. The accuracy and granularity of data available on mobile is unmatched. Coupled with the fact that consumers now spend more time on mobile than any other medium, the mobile advantage is crystal clear. But why is mobile so powerful?

Mobile IDs have a lot to do with it. These IDs, specifically Apple’s IDFA and Google’s Advertising ID, provide a much more reliable tracking method than the cookies that are predominantly used on the desktop. And, since each device has its own unique ID, there is never any confusion about who you are targeting. Read more on The mobile advantage: More data, better audiences, improved engagement…

Long live multi-touch attribution: Why last click delivers ineffective measurement

(Flickr/Chris Potter)

(Flickr/Chris Potter)

Attribution isn’t new. It has been an untapped area of digital marketing for a long time without a generic model for measurement. Last click or first click attribution have previously been the chosen methods for measuring marketing campaigns. However, as the number of devices and channels consumers use increase, an industry standard for attribution has never been more important. The industry requires a more holistic view of the purchase journey to understand the route to conversion.

It takes six to eight touches to convert a sale, according to Salesforce. To understand which channels and campaigns are delivering success for brands, all touchpoints the customer interacts with before converting, must be taken into account. If your attribution model doesn’t include all touchpoints, you could risk falling behind the curve and losing out to your competitors, and ultimately reduce revenue. Read more on Long live multi-touch attribution: Why last click delivers ineffective measurement…

The Daily Poke: Sexting sells

Sexting sellsBrook Shields, Kate Moss, Marky Mark – Calvin Klein has never been one to shy away from sexuality in their ads. But for autumn winter 2015, the jeans brand has updated the idea that sex sells, with a campaign all around sexting. Read more on The Daily Poke: Sexting sells…

How mobile ads appeal to consumers

Location-based mobile ads: how do you get it right?Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global vice-president of marketing & communications, EMEA, looks at how ads appeal to mobile users, and the specific actions it pushes them to.

Beyond the click

Of those that clicked on a mobile ad (62% of 4,018 consumers polled), more than a third were prompted to specific action on their smartphone (35%) or tablet (38%). The four most popular actions beyond the initial ad engagement can be seen in the chart below. Read more on How mobile ads appeal to consumers…

How to adapt to disruptive emerging trends in e-commerce

(Thinkstock/rvlsoft)

E-commerce is continuing to grow, evolve and disrupt. The IMRG Capgemini e-Retail Sales Index forecasts a 12% growth in online sales, totalling an estimated £116bn by the end of 2015. Significantly, British people are the most frequent online shoppers in Europe.

In recent years, the e-commerce market has been volatile, fluid and unpredictable. The rise of mobile device usage has disrupted the retail sector by blurring established patterns of purchasing behaviour. Having first been confronted by showrooming (the concept of window shopping in stores but buying online), the industry is grappling with the reverse process, webrooming, which Forrester valuated at $1,200 billion in the US in 2012, growing to $1,800 billion in 2017.

Retailers, therefore, need to adopt effective and agile new strategies to seize new opportunities. Read more on How to adapt to disruptive emerging trends in e-commerce…

Mobile ad attitudes explained

WEB_mobile_gamingFollowing the recent launch of Millennial Media’s What’s My Worth? study – which polled more than 4,000 consumers across France, Germany, the UK and US – Stephen Jenkins, global vice-president marketing & communications, EMEA, breaks down the results and what they mean for advertisers.

Seeking to understand the value exchange consumers have with advertisers on mobile, the research asked how much advertising is acceptable, what experiences are most engaging and what do audiences believe their time and attention is worth. Here we take a look at ad attitudes and what consumers think of mobile advertising. Read more on Mobile ad attitudes explained…

Infographic: UK m-commerce expected to rise 78% YOY

(Thinkstock)

(Thinkstock)

The growth of mobile shopping will be no surprise to anyone, as the rise of mobile usage continues to dominate the headlines. Delivery service 13ten has released the latest data on mobile commerce (m-commerce), revealing that the UK market is expected to grow from £8.41bn from 2014 to £14.95bn this year – an almost 78% year-on-year increase.

In this infographic, it highlights that m-commerce now accounts for 34% of sales globally, and alongside Asia, the UK market is leading the way. Looking at different sectors, fashion and luxury holds the biggest share of m-commerce transactions – approximately 30-35% – however, travel isn’t far behind (25-30%), as well as health and beauty (22-29%). Read more on Infographic: UK m-commerce expected to rise 78% YOY…