Category Archives: Mobile

A mobile future: Is this the key to music industry survival?

Music FestivalThe future of music consumption has become a public affair. The recent struggle between Spotify and Taylor Swift being a fine example. How are artists, managers, record labels and brands expected to build a business in the age of ‘free’ music?

The internet revolution was only one step in the evolution of media consumption which made access universal. In the age of mobile revolution we are now at the crossroads, faced with the challenge of making this now, all-powerful medium sustainable and rewarding for creators, as much as for the end consumer.

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5 things to avoid when marketing to a youth audience

youthFor marketers, there is no greater challenge than promoting your goods and services to young people. In the past the challenge was to produce advertising that wasn’t too patronising, cringeworthy, or transparently craven.

Recently, as the internet has matured and a generation has grown up with social media, the rules of marketing to young people have changed – and so have the errors.

Here are five traps to avoid:

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What on earth is TV syncing?

TV by Lubs Mary. FlickrSince the launch of the iPhone and the subsequent rise of mobile devices, TV viewing habits have transformed, with nearly half of smartphone (46%) and tablet (43%) owners using their device while watching TV.

As a result, it is becoming increasingly difficult for TV advertisers to gain audience attention – so how can marketers recapture a distracted generation of second screeners? Read More »

Know, speak, and challenge for mobile success

Location-based mobile ads: how do you get it right?It’s seven weeks until the big day and the mobile Grinch is in town. Research this week showed that 91% of people will switch to a competitor’s website if they receive a poor mobile experience (Netbiscuits People’s Web Report).

As if that’s not enough to focus the mind, mobile is projected to drive 36% of all e-commerce sales in 2014, compared to 16% in 2013. In the UK, it is estimated that mobile influenced £15bn of in-store sales in 2012, double the value of goods actually sold over mobile in that year.

This trend presents two major challenges to brands and retailers, this season and beyond. Firstly, mobile experience is now as important, if not more, than the desktop experience, so it needs to be super slick. Responsively designed websites are now an absolute bare minimum.

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Movie marketing re-imagined in the mobile age

film reel by Marta Wlusek:FlickrAlong with the trailer, the poster continues to be a core staple of movie marketing. Over the years there’s been a whole host of innovations as media formats have evolved, with the likes of augmented reality and interactive apps all promising to help provide deeper engagement with the cinema-goer, but the poster still keeps on going apace.

Analysing the science behind the success of movie poster advertising, there seem to be four main ingredients: Read More »

Sponsored: The move from mobile to apps

Mobile dataThis article is brought to you by our partners Adobe

Brand publishing is undoubtedly de rigueur right now as brands realise the value of getting their messages directly to audiences, writes Tony Markovski, head of digital publishing EMEA at Adobe.

For years, brands have been creating great content and now through mobile they can deliver this content with more creativity, engagement and greater relevance than ever before to the hyper-connected, digitally savvy consumer.

How are the world’s most innovative brands creating these engaging, seamless experiences across multiple platforms and devices? What role does mobile play in their marketing strategies? What organisational challenges did they face and how did they overcome them on their journey to become competitive digital businesses? Read More »

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 »