Posts Categorized: Mobile

Good location data matters, here’s why

Advertising on mobile devices is more exciting than desktop advertising due to the user location being transmitted as a signal.

location

Location information provides rich user context allowing advertisers to reach users at the right place, at the right time, with the right content.

Location data is made available as a pair of numbers corresponding to the latitude and longitude position.

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Mobile’s ‘100% loaded + 1 second’ ad measurement standard

To the layperson, one second may not seem like much time, but it can make all the difference in a mobile advertising campaign.

Mobile

In today’s fast-paced, hyper connected world, one second is the minimum time it takes for a fully loaded ad to reach a user’s attention on mobile.

Viewability not only impacts brand awareness and click-through, but when it is combined with other important contextual factors, it leads to engagement, which is a key to mobile marketing success.

Hence, if the industry is to get engagement with mobile advertising right, it needs a higher standard of measurement. Say hello to the “100% fully loaded + 1 second” measurement standard.

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What happens in Vegas: NADA 2016 in review

So now I’ve acclimatised, having spent a long weekend in Las Vegas for this year’s NADA (National Automobile Dealers Association) Convention and Expo, I have just finished briefing the team back at The Auto Network on the latest trends, insight and learnings.

car-app

The annual NADA convention is the largest car dealer show in the world – on the same scale as The Motor Show. This year the event attracted over 24,000 visitors with one of the biggest overseas delegations coming from the UK.

I travelled to NADA as part of a group of highly influential dealers and suppliers with ASE, the dealer profitability specialist, and have worked in the industry for quite a number of years.

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Sensory advertising: a mobile strategy that makes sense

We live in a time where our phones are constantly in our hands, as we touch, move and feel them…shouldn’t we be looking beyond the sense of sight to touch people with our marketing messages?

mobile phone senses

Since its inception, advertising has engaged mainly two senses – sight and sound – and this, for the most part, hasn’t changed as we’ve moved into a mobile era.

However, this approach has, for the first time, started to feel out dated, as our phones rely hugely on our other senses.

We touch our touch-screen phones, we move them around and feel them buzz in our pockets (even sometimes when they haven’t, as many of us have experienced with something now called Phantom Vibration Syndrome).

The average person checks their phones 221 times a day (that’s over 80,000 times a year). Think for a moment, of the 80,000+ times you checked your phone in the last year, how many brand messages can you actually remember? (If you’re anything like me, it’s likely to be zero). Read more on Sensory advertising: a mobile strategy that makes sense…

Could better targeted push notifications be an answer to ad blocking?

At this year’s Mobile World Congress in Barcelona, one of the most talked about headlines was Three’s decision to pair-up with ad blocking outfit Shine Technologies and launch an opt-in, operator level ad blocking service.

Target, photo by viZZZual.com/Flickr

The pact means that Three can now filter out media attempted to be served by advertisers on its network across Europe. For both publishers and advertisers, it was bad enough when consumers could vote with their feet over irrelevant digital ads by downloading ad-blocking software.

Now, mobile operators are joining in and saying that unless something is done about irrelevant and interruptive advertising, they’ll side with the consumer and block everything on their behalf.

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Why the right ads won’t destroy the mobile gaming experience

It’s no secret that advertising has gained a new lease on life in the mobile app economy, making a sizeable contribution to worldwide mobile app revenues, which are forecast by The ACT to reach $143 billion this year.

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What’s interesting is that it’s not just the biggest gaming publishers turning a profit. New platforms that allow drag-and-drop game creation have opened the market to developers with lower technical skills but higher creativity.

Combine this with monetisation platforms that plug into the apps and automatically help them earn ad revenue from their users, and you can see why the app economy is flourishing.

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Knowing where your customers are is nice, but it’s not enough

Consumer-facing brands — especially those in finance, retail, and hospitality — rely on mobile apps to engage with customers.

location

Users download apps but become disappointed if they’re static and generic — and 80 percent are deleted after just one use. Then your direct line of communication to the customer is closed.

To keep those lines open, provide apps that are fresh, dynamic, and personalized. The holy grail of mobile marketing is to deliver a tailored experience based on the user’s individual situation and circumstances — his context.

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The Daily Poke: iPhone heal thyself

Most of us have experienced that horrible feeling of dropping your phone face down.

poke_iPhone heal thyself

Full of dread, you wince as you turn it over to assess how badly you’ve ruined it.

Well, scientists may have a solution. They’re using technology based on how our bodies heal themselves after wound, to try and find a way to make smart phones immune to cracked screens. Read more on The Daily Poke: iPhone heal thyself…

If marketers can crack mobile, programmatic growth knows no bounds

Programmatic ad buying has experienced remarkable growth in the relatively short time it’s been around.

WEB_Google_mobile_apps

Last year for the first time in the UK, nearly 60% of UK display advertising was programmatic, according to eMarketer.

Given the efficiency of its optimisation, it’s no surprise that programmatic advertising and retargeting continue to be adopted rapidly, as AdRoll found in its most recent State of the Industry UK 2016 Report.

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What SXSW 2016 means for mobile marketers

In Austin, it’s perfectly normal to eat nachos for breakfast – a reflection of the city’s motto: “Keep Austin Weird”.

SXSW

Given this context SXSW Interactive makes an awful lot of sense.

An event that started out as a music festival in the 1980s, has now grown to showcase everything from musical gloves, to dog walking apps, as well as panels debating industry issues such as encryption and surveillance as the new technological battle ground, or gender diversity, for instance.

In among the weird and wonderful, however, there are some significant trends for marketers, especially from a mobile perspective.

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