Category Archives: social media application

TheTMSway Weekly Radar on Mobile Marketing and Business

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Local Mobile Advertising To Reach $24 Billion In 2016

Local and mobile have always been linked as a natural pairing, but the promise of that alliance has often outstripped actual ad spending. In a keynote presentation at MediaPost’s Mobile Summit Friday, local media guru Gordon Borrell said local mobile advertising was set for steep growth as dollars increasingly flow to mobile devices. In particular, ad budgets earmarked for the desktop Web will shift to mobile in the next five years, propelling U.S. local mobile ad revenue to shoot up from about $2 billion this year to about $24 billion by 2016.

Agencies Say Spot TV Top Ad Medium of Choice in Q4 ‘11

The top medium of choice for clients in Q4 2011 was spot TV (broadcast and cable), reported by 51% of agencies, according to a survey released in January 2012 by STRATA. Digital was second, cited by 31% of agencies, down 9% from Q3, followed by spot radio (8%). Spot TV (broadcast) continues to be an area of interest, with 28% of those surveyed …Agencies reported mobile advertising during Q4 2011 was up 39%, with the iPhone continuing to be the top choice, cited by 83%.

IMMAP appoints new board directors

MANILA, Philippines – The Internet and Mobile Marketing Association of the Philippines (IMMAP) recently appointed its executive officers and board directors for 2012. The induction of IMMAP’s new directors was led by Tourism  Secretary Mon Jimenez. Manny Fernando, president and CEO of Inquirer Group’s subsidiary MyMegamobile, was named as the IMMAP president. IMMAP is now on its sixth year representing the digital marketing industry.

Mobile marketing poised to grow in Indonesia

The growing mobile penetration in Indonesia coupled with remarkable improvements in mobile technology brings a new opportunity for marketers in the country to attract consumer attention. Mobile marketing is the new area for both marketers and solution providers to grow into. To address the potential and challenges of mobile marketing in Indonesia, Pacific Conferences is organising a two day conference on “Mobile Marketing” that will be held on 23 – 24 February.

Retailers See E-Commerce as Main Digital Platform Across Channels

The vast majority (89%) of retailers with comparable store/channel sales growth of over 4% (”winners”) agree that their e-commerce platform will ultimately serve as the central point of all digital activity across channels, and 94% agree that the future of online commerce lies more with cross-channel or merged channel capabilities, according to [download page] a report released in January 2012 by RSR Research. Those with comparable store/channel sales growth of less than 4% (”laggards”) also agree, but to a lesser extent: 62% see their e-commerce platform as ultimately becoming their digital platform across all channels, and 70% agree that the future of online lies more with cross-channel.

National TV Sports Ad Spend Up 6% in ‘11

National TV sports generated $10.9 billion in advertising expenditure last year, representing 6% growth from $10.3 billion the year prior, according to a Nielsen report released in January 2012. Measuring ad spend during sporting events on network and cable TV from Q4 2010 through Q3 2011, Nielsen found that cable has an increasing share of those ad dollars, growing 37.3% year-over-year. The increase in TV ad spend mirrors a similar increase in the amount of live TV sports

Android Surprises with 39% Share of Tablet Shipments in Q4 2011

Apple may be the dominant headline stealer in the realm of tablet computers, but today Android is taking center stage. Based on the latest research from Strategy Analytics, global tablet shipments reached 27 million units in the fourth quarter of 2011. As a result, Android claimed a record 39 percent global share. Pinochio

Worldwide Mobile Phone Market Maintains Its Growth Trajectory in the Fourth Quarter

The worldwide mobile phone market grew 6.1% year over year in the fourth quarter of 2011 (4Q11), as the feature phone market declined faster than anticipated, dragging market growth down to its lowest point in over two years. According to the International Data Corporation (IDC) Worldwide Mobile Phone Tracker, vendors shipped 427.4 million units in 4Q11 compared to 402.8 million units in the fourth quarter of 2010. The 6.1% year-over-year growth was higher than IDC’s forecast of 4.4% for the quarter, but weaker than the 9.3% growth in 3Q11.

Majority of Super Bowl Viewers Say TV Ads are Entertainment

73% of Super Bowl viewers say they look at Super Bowl TV commercials as entertainment, by far the leading opinion cited by respondents to an NRF survey conducted by BIGinsight, released in January 2012. The proportion of viewers who say that advertisers should save their money and pass the savings on to them (18.5%) is roughly matched by those who say the ads make them aware of advertiser brands (16.9%). Similarly, although 8.9% complain that the commercials…

Colombia’s mobile internet connections to hit 19 million

Colombia will have 19 million mobile internet connections by 2015, the equivalent of almost one for every two people in the country, reported Colombian weekly Portafolio. The projection is the result of a study released by GSMA, a global organization of mobile phone operators and equipment manufacturers. The report estimates that within three years Latin America will have over 305 million mobile internet connections, mainly laptops, tablet computers and smart phones.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile’s use in TV ads to increase in frequency in 2012

With mobile slated to become a bigger part of television watching in 2012, brands and marketers need to think of new ways to incorporate marketing into on-air broadcasts. So what can consumers expect in mobile TV for the coming year? According to experts, mobile calls-to-action will play an increased role in both advertising and programming in 2012. Additionally, new technologies such as augmented reality will play an important part in TV.

Globe most popular in Philippines—Yahoo! Survey

“Accessing the Internet on mobile is rapidly growing across Southeast Asia. By and large we see similar trends across the region in terms of use and access at home, the young demography, affordable handsets and bite-sized prepaid data plans all driving mobile Internet growth,” said David Jeffs, head of Insights for Yahoo! Southeast Asia. “As more Filipinos access the Web via mobile, this will allow telecom companies achieve economies of scale and bring down tariffs, in turn adding further stimulus to mobile Internet growth.”

Mobile Search Trends in Asia Pacific [Study]

Google, Ipsos and the Mobile Marketing Association conducted a large-scale study called Our Mobile Planet in 2011 by asking 30,000 people in 30 countries how they use their smartphones to gain insights about mobile users and their behavior. Here’s a look at mobile search data for 10 of the Asia Pacific countries from the study: Australia, urban China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Singapore, and Thailand.

Coupons Influence Majority of Consumers’ CPG Brand Decisions

Coupons from home heavily influenced brand choice for 55% of consumers in Q4 2011, unchanged from the previous quarter, but representing a 15% rise from 48% in Q1, according to a survey released in January 2012 by SymphonyIRI. Use of newspaper circulars from home proved influential to almost half of consumers, up 14% from 43% in Q1, while use of in-store circulars also gained steam over the course of the year, cited by 44% of consumers as a brand decision influencer in Q4, compared to 36% in Q1. Shopper loyalty card discounts proved influential to 42% of consumers, ahead of signs or displays in the store (30%).

Mobile Shopping Satisfaction Positively Impacts Other Channels

Satisfied mobile customers report being 40% more likely than dissatisfied mobile customers to consider the same company when purchasing from other channels such as a traditional website or store (88% vs. 63%), according to [download page] January 2012 analysis from ForeSee.

Revenue from mobile coupons and vouchers to reach $9bn

Digital coupons represent the fastest growing segment of the coupon industry, and accounted for 10% of all coupons redeemed in 2010, up from 1% in 2006. The market for online coupons is expected to reach $5 billion in 2011, with mobile accounting for just 15% of the overall digital market. However, in a recently published study, ARCchart expects mobile’s share of the digital coupon market to steadily grow over the coming years, generating revenues of $9 billion by 2016.

Africa’s telcos shine

The mobile industry in Africa contributes US$56billion to the regional economy, equivalent to 3.5% of total Gross Domestic Product, and employs some five million people on the continent, says the GSMA Africa Mobile Observatory report. The mobile industry in Africa is booming. With over 620 million mobile connections as of September 2011, Africa has overtaken Latin America to become the second-largest mobile market in the world after Asia, the maiden report on the continent said

Engagement essential for mobile marketing

In Jumptap’s report, users of Google’s Android devices saw twice as many Jumptap mobile ads as did users of Apple’s iOS devices because of Android’s greater market share, but Apple users were more engaged with the ads. What is the marketer takeaway?

It’s Time to Go Mobile – A Guide for Mobile Campaign Success

Mobile advertising is coming of age. With the gradual introduction of sophisticated new technologies, marketers are beginning to track results and manage mobile metrics in ways similar to those used online. Opportunities abound for creating new channels of profitability when based on measurability and accountability. Understanding the unique potential and the proven power of the mobile platform – as well as its limitations, can improve performance and allow mobile advertising to become a significant layer in the marketing mix. These opportunities are not being lost on global marketers. Many are already active in the mobile marketing arena, and many more have either developed, or are currently planning, a mobile strategy.

Marketing consultant believes 2012 an exploding year for mobile marketing

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Mobile marketing gets a nod in connecting with the consumer mass market, with marketing consulting firm saying this year will experience a significant growth in terms of “mobile marketing and mobile-related ad spending”.

Noting an average of 30% that US adults spent over mobile interaction last year, Winterberry Group, a marketing consulting company, said that mobile will increase by a whopping 50.2% to $1.8 billion in 2012. During a presentation to Direct Marketing Club of New York, the firm’s managing director explained that mobile marketing has grown in value with the prevalence of Smartphones, geolocation and increasingly tech-savvy consumers. With such a notable change in terms of consumer market’s behavior, advertisers are advised to adopt quickly into it.

Direct and digital ad spending in the US reached a total of $215.9 billion in 2011, according to Winterberry report – 41.2% ($1.2 billion) of which came from mobile advertising. The insert media spending increased 12.5% to $0.9 billion in 2011, compared with 2010. Direct-response broadcast spending increased 7.6% to $25.4 billion year-over-year, while direct-response print increased 2% to $15.3 billion and teleservices spending increased 1.5% to $40.1 billion.

With this evolution seen to be exploding, strong data management platforms are vital to support vast new streams of information from mobile and digital channels; to include consumer behavior data, opt-in information, web analytics, contact and demographics information, transactional and loyalty records and public records.

TheTMSway Weekly Radar on Mobile Marketing and Business

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What the ad industry learnt from 2011 and how they foresee 2012

Years come and go but each year leaves behind its own learnings. 2011 was no different. Ad industry leaders share the lessons that they learnt and how they foresee the shape of things in 2012. Whenever a year draws to a close, it is not just about a new beginning but also about retrospection. The idea is to assess what could have been done differently, gather one’s forces anew and make a fresh…

How prepared is your advertising agency for 2012?

December has been a month of conversations, trying to make sense of the year ahead for advertising, media, digital and PR agencies. As the stock market gets hammered, as the anti-corruption movement ebbs and flows, and as the government is semi-paralysed, what will 2012 hold for all? In a nutshell, it’s not going to be an easy year – but there are still those who will gain and those who will hold their own. Here’s the year ahead, in

Analytics: The brains behind mobile marketing success

Mobile analytics in action. Look at a retailer such as Dick’s Sporting Goods that wants to drive in-store traffic and promote new merchandise. Knowing that someone works just a few blocks away and is headed out for his lunch break allows a carrier to deliver relevant messaging directly to the device, marrying mobile data that it has with point-of-sale data that the store has on a customer’s brand preferences.

Pre-Roll, Mobile Top Video Ad Formats for 2012

Online video has reached critical mass among US internet viewers. eMarketer predicts 169 million people, or 71% of US internet users, will be watching online video each month by the end of 2012. Such a healthy, sizeable audience can’t help but capture advertiser attention. eMarketer estimates US online video ad spending (not all of which is placed against video) will enjoy an aggressive 40% year-over-year increase from 2011, topping $3.1 billion in 2012.

2012 Forecast: Mobile Marketing

Having been involved in the mobile and advertising industries for over two decades, I can say with confidence that 2011 was a banner year for the discipline. Over the past year, consumers have proven that the mobile phone has become an integral part of the shopping experience. This is creating a number of exciting new opportunities for marketers to reach consumers at multiple touchpoints throughout the buying process.

Advertising legend MAURICE SAATCHI celebrates the joy of simple ideas that changed the world

The ideas that have changed our lives most are often the simplest. Simple ideas enter the brain more quickly and stay there longer.  Winston Churchill was a great believer in simplicity. He liked to quote a letter by French mathematician Blaise Pascal that started: ‘I didn’t have time to write a short letter, so I wrote a long one instead.’ He knew that to achieve simplicity is very hard.

Mobile carriers: Five predictions for 2012

The biggest news for 2011 in this sector was AT&T’s $39 billion bid to buy T-Mobile. And when the deal was announced in March, AT&T seemed confident it could make it happen. So confident in fact, that it agreed to one of the biggest break-up fees ever. But as we all now know, regulators didn’t like AT&T’s plan and put a kibosh on its plans.

Samsung dominates mobile phone market

Samsung accounted for 25.6 percent of U.S. mobile handsets for three months ending November 11, according to research by ComScore. This translates into a slight market share increase of 0.3 percent. Apple came in fourth place behind LG and Motorola with 11.2 percent market share, though it gained the most market share over the period, increasing by 1.4 percent.

Mobile Marketing’s Crystal Ball: Predicting Trends for 2012

The past year has been a big one for smartphones and other mobile devices. In addition to achieving widespread adoption among U.S. consumers, the tools have transformed the way people shop, get information and interact with friends, family and brands. In a column for Search Engine Land, Matt Lawson predicts that mobile will undergo even more changes and developments in 2012. Mobile marketing is becoming a bigger focus in many ad agencies and is taking up a larger proportion of overall advertising budgets, yet it also creates many challenges for those in the industry, he notes.

ComScore: Android, iOS combine for 75% of U.S. smartphone market

Google’s (NASDAQ:GOOG) Android and Apple’s (NASDAQ:AAPL) iOS extended their dominance over the U.S. mobile market in November 2011 and now power a combined 75.6 percent of all smartphones nationwide according to new data published by digital research firm comScore.

Six Steps To Mobile Search Marketing Success

ADOTAS – Tablet and smart phone devices have forever changed the search marketing landscape, as the year of mobile has finally happened. Tablet sales were up 260 percent year-on-year during the first three quarters of 2011, according to PC World magazine, while IDC projected sales of more than 63 million tablets, including the Amazon Kindle Fire and Barnes and Noble’s Nook, in the fourth quarter. This technology shift is altering consumer search behavior and requires a different approach to marketing.

Nigeria to become dominant in Africa’s mobile payment market

With the commencement of the Central Bank of Nigeria’s (CBN) cashless project, Nigeria is set to become a dominant player in Africa’s emerging mobile payments market, analysts have said. According to the industry analysts, about 20 million Nigerians are expected to be embraced into the formal banking system via mobile money over the next three years. In November, the United Nations Conference on Trade and Development (UNCTAD) had disclosed that 40 million mobile money users currently exist in Africa.

Mobile marketing and advertising budgets to increase in 2012

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This year 2012, mobile advertising/marketing spend is largely seen to increase in the US market, according to Digital Marketer managing editor. One big factor that leads to said prediction is the rising sales of Smartphones in the region, giving a perfect indicator for advertisers to double up their efforts in reaching to the public consumers. In fact, according to recent Nielsen’s report, there are about 43% of Americans having Smartphones with them.

Last year’s overall sales volume on Smartphone reached up to $5 billion; and while it sounds a huge number, Digital Marketer said it represents only to an equivalent of 2% of the total online ecommerce market. Had it been lesser than that of 2% being on Smartphone, it could never have been an attractive market for advertisers.

According to Digital Marketer, a pragmatic approach to mobile marketing has been wise up until now, and that all signs are pointing directly to increases in mobile marketing and advertising budgets. Last year’s 0.9% of advertising dollars went to mobile marketing spent will be expected to improve at a bigger percentage for this year.

TheTMSway Weekly Radar on Mobile Marketing and Business

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2012 Trends to Watch: Marketing

As customers increasingly embrace multichannel interactions, marketers will collaborate more across formerly siloed teams to ensure a consistent customer experience regardless of communication, device, or touchpoint. 2011 was a year of collaboration in marketing. Marketers worked more closely with their sales counterparts, partnered with IT to harness new technologies for customer engagement, and even joined forces across marketing silos to improve the multichannel customer experience.

Why Marketers May Finally Get on the Mobile Advertising Boat

While print media represents only 8% of consumer time spent, it accounts for 27% of marketers’ media spending. Mobile media, on the other hand, represents 8% of consume time, yet only .5% of marketers’ media spending. Why the disparity? I believe there are three reasons: 1) Mobile advertising has yet to show scalable reach that has a demonstrable ROI. The reach of print advertising is clearly known, and the way consumers interact with print ads has been well researched for decades.

Mobile Advertising and Marketing – 5th Edition: Mobile advertising to grow 15.2%

There are close to 6 billion active mobile subscriptions across the globe, which can be compared with about 2 billion Internet users. This underpins the vast potential of the mobile channel for advertising and marketing, being highly important for brands seeking to engage in communication with present and potential customers. Berg Insight estimates that the total value of the global mobile marketing and advertising market was € 2.61 billion in 2010, having experienced healthy growth throughout the financial crisis and the following recuperation. Growing at a compound annual growth rate of 36.9 percent, the market is forecasted to be worth € 17.2 billion in 2016 – corresponding to 15.2 percent of the total digital advertising market. Mobile advertising is at the same time predicted to account for 3.8 percent of the total global ad spend for all media.

US mobile ad expenditure more than doubles to $2.1 billion in 2011, Google dominates, according to IDC

According to estimates by IDC, US $2.1 billion was spent on mobile advertising in the US in 2011. That’s more than double the expenditure in 2010. The split between mobile search and mobile display advertising spend is roughly 70:30. This is part of the reason that IDC attributes a massive 70 percent market share to Google (IDC describes Google as a “near monopoly” in search), but IDC believes Google is the market leader in display advertising in the US also. No other rival mobile ad network has more than 5 percent market share. Number two to six are Millennial Media, Apple, Yahoo!, Microsoft and Jumptap. All other networks have less than 1 percent share of the US market.

Trends for 2012: Asia-Pacific

India’s mobile market will take its first steps toward long-overdue consolidation. The market is much too crowded, with 17 mobile licensees, leading to extreme price competition and erosion of margins. The regulator’s intention to reduce SMS interconnection and roaming charges might be the final catalyst driving consolidation. Pyramid Research has found that large and small markets alike tend toward a three-to-four nationwide operator competitive environment. We expect initial consolidation to take place between 3G and non-3G license holders or for operators to seek alliances to achieve nationwide coverage.

Emotional Connections Key to 2011’s Best-Liked TV Ads

The best-liked new TV ads of 2011 reflected the value of traditional ad elements such as strong creative, simple and engaging messaging, and a solid emotional connection, according to December 2011 analysis from Nielsen. The most-liked ad, with a “likeability” index of 231, was a Super Bowl spot for Volkswagen’s Passat, in which a boy dressed as Darth Vader believes he used “the force” to turn on a car. The index score of 231 means that among viewers, Volkswagen’s ad proved to be 131% better-liked than the average new commercial during the January 1 – November 30 period.

Branding Time: Are Marketers Missing the Moment?

Do you know where your customers are? Data, networks, and content are becoming more and more intertwined. As the number of screens people have in their lives continues to grow, and new platforms and services ask people to take new actions in their daily lives, there are heightened demands on all of us. It seems that life in the networked world is, in many ways, far more complex than what many futurists — assuming that technology would simplify things for us — had imagined for the year 2011.

How data will impact 2012 for brands, merchants

The recognition of the value of data and its role in driving effectiveness. We are beginning to see increasing moves to bring offline data into the online arena, as this type of data is trusted and has long been the backbone of delivering traditional offline marketing campaigns. This move towards amalgamation is especially evident from the larger brands, who want to use these same audience definitions to deliver their online activity. For them it gives them the confidence they are reaching exactly the same audience on and offline, fostering real multi-channel marketing.

TheTMSway Weekly Radar on Mobile Marketing and Business

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More than a million Irish people now open to mobile ads – study

The number of Irish adults who own a smartphone has jumped by 20pc to 750,000 since the end of 2010, according to a new study, which also suggests that more than a million people are open to mobile ads, and that there is increasing openness to location-based advertising. Carried out by Behaviour & Attitudes for Return2Sender, the research into Irish smartphone trends suggests that, based on last year’s figures, ownership will grow by another 80,000 in the next six months.

Southeast Asia’s mobile Internet revolution is on track, according to new report

Mobile phones are on track to becoming the primary access point to the Internet in Southeast Asia, according to a new report from Nielsen. The analytics firm’s findings, taken from its inaugural Southeast Asia Digital Consumer Report which was released today, show that Internet-capable phones are already rivalling laptops, desktop computers sand tablets as primary Internet access points in households across the region.

Mobile Marketing: The Next Frontier

Mobile marketing is a rapidly evolving trend that helps brands engage with people when, where and how they want. Get it right and you unlock fresh revenues and new ways to connect. Get it wrong and you can put consumers off forever. What’s the best way to start? We ask the experts

Mobile search, display spending surges in response to mobile web adoption

US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats. “Mobile advertising is no longer a question of ‘if’ but of ‘when,’” said Noah Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “A key factor pushing mobile advertising toward the mainstream is that mobile web access is fast becoming more the norm than the exception. This makes mobile a greater imperative than ever for marketers.”

Mobile coupon market to hit $43bn by 2016

A new report from Juniper Research says mobile apps are set to drive an explosion in the usage of coupon redemption by mobile. It says mobile coupons sit at the at the intersection of ads, payments and loyalty schemes, and are therefore ideally placed to profit from the boom in mobile commerce among bricks-and-mortar retailers. Juniper’s analysis certainly chimes with the general consensus among many in the mobile marketing space. The launch of Google Wallet is based around the belief that advertisers want to extend their advertising and CRM programmes to the mobile handset.

AdAsia 2011: Social, Local and Mobile – the three big shifts

The second session on ‘Decoding the new age consumer’ was all about numbers and new marketing models. Adil Zainulbhai, MD – India, McKinsey & Company Inc, started by drawing four different existing scenarios of developing global economies, the real scenario likely to emerge and the forces that will drive the forthcoming change and volatility. He said that it was a positive sign that about 59 per cent of the people had consensus on the emerging market development scenario; however volatility of markets, currencies and prices would remain high for the next few years to come.

Android share in Asia may hit 52% before year-end

Smartphones powered by Google’s Android may make much out of the telecom boom in the Asia-Pacific and grab up to 52 percent of the smartphone market share there before yearend, a research firm predicted. ABI Research said smartphone shipments in Asian markets will see a boost for Android-based smartphones, with market share increasing to 52 percent in 2011, up from just 16 percent in 2010.

Worldwide Mobile Phone Market Growth Picks Up: IDC

The worldwide mobile phone market grew 12.8 per cent in Q3, 2011, indicating a pick-up in growth after a sharp deceleration in growth rate in the second quarter ended June 30, over Q2, 2010, according to IT research firm IDC. The market growth had dropped to single digit level clocking just 9.8 per cent increase in Q2, 2011 over the year ago period due to weak feature phone market, which declined for the first time since Q3, 2009. In contrast, the total mobile market had grown 16.8 per cent in Q1, 2011.

Google chases brands, retailers as it ringfences mobile Web

As Apple continues on its quest to be the king of the applications world, Google is taking another route to the top – the mobile Web. Just because a desktop site can be viewed on a mobile phone does not mean it is mobile-friendly, Google said yesterday when it announced its newest initiative focused on driving innovation on the mobile Web. Mobile sites are designed for the small screen, with the needs of mobile users in mind.

A new wave in mobile commerce and content

Mobile content and mobile commerce have been industry buzzwords for several years with ongoing major developments ranging from the rise in global popularity of ringtones in 2003-04 (thanks to Crazy Frog) to the explosion in mobile applications in 2008-09 (thanks to Apple). Faster networks, smarter devices and the falling cost of phones and service plans have all fueled growth in mobile content and commerce. And now there is a new force changing the mobile industry: evolving mobile data-charging models.

 

TheTMSway Weekly Radar on Mobile Marketing and Business

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IAB urges advertisers to be more creative on mobile

The IAB has urged advertisers to be more creative in their approach to mobile advertising and shed the “one size fits all” approach for more integrated strategies. The IAB says that mobile should now be considered as a separated medium rather than an add on to digital and predicts that marketing and advertising spend on mobile devices will be worth £1bn in the UK by 2015, reaching £4.3bn (€5bn) in Western Europe.

Reaching the Right Audience—Ad Targeting Trends

The webinar addresses these key questions: What ad targeting methods are most effective? How can marketers best blend audience and content targeting? How can marketers best use data to identify the right audience? How does testing and measuring improve relevancy?

In mobile, rich media pushing clicks

Mobile may be pushing an increasing amount of online traffic, but new data from Jumptap indicates that rich media, specifically, is pushing mobile clicks. Their research, conducted in September, found that the use of rich media in mobile campaigns increased click-thrus for Retail, Restaurant, Electronics and Auto categories.

Mobile Internet access grows sharply

More than 50% of South Africans polled in a recent survey say that they access the Internet daily from their cellphones and more than 57% engaged in some form of banking or financial activity using mobile phones according to a report published by Fin24, based on an article from the South African Press Association (Sapa). Sapa says that the survey was conducted by the Mobile Entertainment Forum and polled about 8 000 people in nine countries. Of the South Africans questioned, 89% reported using their cellphones to research or purchase a product.

Mobile Ad Effectiveness Helps Drive Investment

Whether or not the “year of mobile” ever comes—or has already passed—mobile ad spending is on the rise, largely due to the increasing smartphone and mobile web populations. Mobile display ad effectiveness is another factor driving marketer investment. Studies from InsightExpress, MediaMind(formerly Eyeblaster), and, as of Q3 2011, Dynamic Logic, have all demonstrated mobile display advertising to be more effective than online display advertising.

3 design principles for the mobile Web

With more than 5.3 billion mobile users worldwide and consumers spending an average of 9.8 hours on their mobile devices every week, it is no wonder that mobile campaigns are becoming ever more crucial for brands and advertisers. The mobile applications market is forecast to earn $25 billion in revenue by 2015, from around $6.8 billion in 2010. Apps are undoubtedly a great way to engage audiences, whether by educating, entertaining or informing.

Live TV Shows Command Ad Spot Premiums

TV shows that viewers tend to watch live, rather than play back days later, command a premium for marketers, according to survey results released in October 2011 by Advertising Age. Results from the survey, which measures the costs of running a 30-second commercial in prime time, indicate that NBC’s “Sunday Night Football” now challenges Fox’s “American Idol” as the most expensive program for advertisers.

What marketers really want from mobile advertising

Earlier this year, eMarketer published research stating that only one-third of marketers ran mobile ad campaigns in 2010, going up to 50 percent in 2011. However, most are running mobile ads sporadically or do not tie them to a larger marketing campaign.

Mobile Growth Stats & Mobile Web Tips to Start Marketing

Did you know that the U.S. now has more wireless customer connections than people? There are currently estimated to be 327.6 million active wireless customer connections in the U.S. The nation’s population is estimated by the U.S. Census Bureau to be roughly 312 million. This means that today there are now more active broadband tablets, cell phones, and mobile devices than people in this country.

Baidu Profit Rises 80% as China Search-Engine Ad Sales Surge

Oct. 28 (Bloomberg) — Baidu Inc., China’s biggest Internet company by market value, said third-quarter profit rose 80 percent, beating analysts’ estimates, as revenue from search- engine advertising surged. Net income attributable to Baidu climbed to 1.88 billion yuan ($296 million), or 5.38 yuan per American depositary receipt, compared with 1.05 billion yuan, or 3 yuan, a year earlier, Baidu said yesterday. That exceeded the 1.85 billion yuan average of eight analysts’ estimates compiled by Bloomberg.

Fox channel’s The Killing goes interactive with TMS

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The Killing’s TV interactive campaign invites all APAC fanatics to vote in real time, participate in an exciting competition, and get a chance of winning a Smartphone.

TheTMSway has entered into a partnership with Fox channel to make its suspense TV series “The Killing” real time interactive. The company provides a TMS code “FOX 2010” integrated into The Killing TV spot promo wherein viewers can enter in their phone (going to www.TMSsearch.com) to instantly access to the optimized and localized version of the show’s mobile interactive site.  The site enables Asian fanatics to interact, vote, watch previews of the series every week, and get a view of exclusive trailers, such as the Spielberg’s upcoming series (Terra Nova).

The voting functionality, provided by TMS, enables Asian audiences to participate to a poll question of who, among the characters, is the prime suspect in the killing of Rosie Larsen. Every week, the mobile site reveals the pulse of the Asia-Pacific audiences. TheTMSway has also integrated social tools in the mobile site to enable sharing or recommendation to friends via email, Facebook, and Twitter.

Providing this service to FOX, TMS enables the channel to access unto the real time high value metrics and data which provide a better understanding of the viewer community and give opportunity for the channel advertiser to access to a new generation of Interactive TV spots that leverage a localized and personalized conversation with viewers.

Entertainment is filled with excitement as Fox Channel will give Blackberry Torch 9800 Smartphone for the ten (10) lucky winners. The competition applies to audiences in the south Asian countries within the scope and broadcast coverage of Fox channel: Philippines, Hong Kong, Macau, Taiwan, Indonesia, Malaysia, Thailand, Vietnam, Brunei Darussalam, Cambodia, Myanmar, and Maldives.

TheTMSway (www.thetmsway.com) is the provider of TMS, a post SMS Telco-free  short code system that takes brands and all forms of media unto an exciting interactive ‘touch point’, enabling consumers to immediately interact with an offer or content and share it with friends.

The Killing TMS promo is running on FOXSEA (and FOX PHI). The campaign runs until November 2, 2011.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile advertising will generate $1.2B in 2011: study

A new study from eMarketer predicts mobile advertising will generate $1.23 billion in the United States this year. The forecast also expects mobile advertising in the U.S. to reach $4.4 billion by 2015. The growth comes as mobile advertising gains steam as an effective way to target consumers thanks to the growth in smartphone and tablet ownership.

Numbers Forecast Booming Mobile Ad Future

The message at the Borrell Associates Local Mobile Advertising Conference in Chicago was a simple matter of proliferation: Ubiquitous mobile users pair up with growing local advertising dollars spent, close to 20% of that headed online. Media analyst Gordon Borrell projected that by 2015 up to two-thirds of local advertising will be served up on mobile.

Cross-media measurement is Holy Grail of mobile: IAB

In order for brands and retailers to allocate more of their marketing budgets to mobile, measurement and reliable methodologies to understand audience behavior and ad effectiveness must be put into place, according to the Interactive Advertising Bureau. According to the “State of Mobile Measurement,” study released by IAB, fragmentation, unclear standards and technology problems have held mobile from reaching its full potential. In order to get up to par, marketers have to create common measurement standards in mobile.

Smartphones, Mobile Internet Set Stage for Increased Mobile Ad Spend

By the end of this year, eMarketer estimates, 38% of US mobile users will have a smartphone and 41% will use the mobile internet at least once each month. These developments mean an increase in the opportunity for mobile advertising—and an increase in spending. eMarketer forecasts that advertisers will spend nearly $1.23 billion on mobile advertising this year in the US, up from $743 million last year and set to reach almost $4.4 billion by 2015. This includes spending on display ads (such as banners, rich media and video), search and messaging-based advertising, and covers ads viewed on both mobile phones and tablets.

How mobile advertising, content and commerce is changing Brazil

Emerging markets have experienced strong economical growth in the past several years, and four of the top five mobile markets are emerging markets: 1. China, 2. India, 3. U.S., 4. Russia, 5. Brazil. According to Anatel, the Brazilian regulatory agency that oversees wireless carriers, Brazil leads in terms of Latin American mobile penetration: Brazil 92 percent, Colombia 88 percent, Chile 75 percent, Argentina 72 percent and Mexico 63 percent.

Adidas campaign points to effectiveness of multiscreen advertising

Sportswear brand adidas ran a video-centric ad campaign across online, mobile and tablet devices. Carat is adidas’ agency of record. Carat tapped Google to extend the brand’s message to digital. “We partnered with Nielsen to measure the incremental impact of multiscreen advertising,” said Johanna Werther and Ben Chung, both part of the Google Mobile Ads Marketing team at Google, Mountain View, CA, in a blog post.

Global Web Ad Spend to Rise 33% by ‘13

Global internet advertising expenditures will rise about 33% between 2011 and 2013, according to [pdf] an October 2011 forecast from Zenith Optimedia. Internet ad spend is expected to total about $72.5 billion USD this year and reach $96.4 billion in 2013. Total global ad spend, forecast at $460.3 billion for 2011, is expected to grow about 11% to about $510.6 billion in 2013.

Apple’s mobile market share climbs in September

Apple’s iOS once again dominated the mobile OS market share picture in September, according to new data from Net Applications. The enterprise application maker and web monitoring company found that iOS accounted for 54.65 percent of mobile market share, up from just over 53 percent in August. The numbers mean that Apple’s iOS devices (including the iPod touch, iPhone and iPad) together make up more than half of all web use originating from mobile devices.

Mobile media needs ‘solid metrics’, says IAB

Cookies are unreliable; server logs are stymied; the ecosystem is fragmented and privacy concerns loom large – none of which changes the fact that mobile advertising needs a standardised set of measurements, according to a new IAB paper.

Mobile taking up increasing portion of consumers’ down time

Ad agencies that are designing digital marketing campaigns may reach more consumers if they include a mobile aspect to the mix, findings from a new survey suggest. CA Technologies commissioned a study that found due to the prevalence of mobile devices, users of smartphones and tablet computers are taking the usual “dead time” – the equivalent of about five and a half weeks – and using it more productively.

China Set for Explosive Ad Growth

While the US will still maintain a comfortable lead in ad spending in 2013, number three China’s spending will surge in the next two years,according to [pdf] an October 2011 forecast from Zenith Optimedia. China, expected to spend $26.1 billion USD on major media advertising this year, will increase that figure almost 49% to $38.5 billion in 2013. By comparison, the US will increase ad spend about 9%, from $151.7 billion this year to $166 billion in 2013. Number two Japan will also maintain its position, growing ad spend 3% from $46.1 billion to $47.6 billion.

Social Network Ad Revenues to Reach $10 Billion Worldwide in 2013

Worldwide social network ad revenues will reach $5.54 billion this year, eMarketer estimates, with just under half that amount, $2.74 billion, coming from the US market. Revenue growth is solidly in the double digits in the US, but even more rapid growth elsewhere will mean spending outside the country will account for a slightly greater share each year. By 2013, non-US revenues will make up 51.9% of the total, which will hit nearly $10 billion worldwide. In the US, social networks will make $4.81 billion from ads that year.