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US Mobile Market: Mobile Ad Spending to reach $2.61 billion in 2012

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The rapid growth of mobile marketing spend in the US is projected to reach up to 80% this year 2012, an equivalent to $2.61 billion, according to eMarketer report. A notable figure of last year disclosed the impressive rise of mobile ad spending at $1.45 billion compared from the $769.6 million in 2010.

Two of the major contributing factors that led such an explosive growth are played by Google and Apple; with the former’s mobile search business and heightened interest in display inventory for both smartphones and tablets, and the latter’s widespread adoption of iPhones amounting to global sales of 37.04 million units in the last quarter of 2011.

“As mobile devices become a remote control for our lives, the more indispensable they become; the more they’re being used for search, to browse the web and use applications, and the more that drives up impressions and overall activity,” eMarketer’s Analyst Noah Elkin said.

Mobile search and display will account a growth this year, to include spending on banner and rich-media ads; and video to rise. However, SMS, MMS, and P2P messaging are seen to drop at 12.2% from 19.6%.

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.

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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M-Commerce Sales Shoot Up as More Consumers Buy via Mobile

US m-commerce sales are on a steep upward trajectory, thanks in part to ever-increasing adoption of smartphones and the mobile internet among the US mobile population. eMarketer estimates mobile commerce sales will reach $6.7 billion this year—a tiny fraction of overall retail sales, to be sure, but a 91.4% increase over 2010. Next year, sales will rise another 73.1%, to $11.6 billion.

$100 Smartphone to Shake Up Asia Telco Sector in 2012

Hundred dollar smartphones, which are already beginning to hit some markets in Asia, are likely to shake up the telecom sector in 2012, experts tell CNBC. Claus Mortensen, Principal of Emerging Technologies Research, IDC Asia Pacific, says the $100 or sub-$100 smartphone will drive data revenue for many emerging markets. “Especially in markets like Vietnam and rural parts of China, where disposable incomes are a lot less, moving from buying a similarly-priced voice-centric phone (to) buying a sub-$100 smartphone makes sense,” says Mortensen.

Research and Markets: 4Q.2011 Asia Pacific Handset Market Share and Forecast: Mobile Handset Sales to rise to 887 million in 2013

Asia Pacific Handset Market Share and Forecast is one of the most comprehensive database of its kind in the world, and it covers 28 vendors in China, India, Japan, South Korea, and Rest of Asia Pacific. We provide estimates and forecasts at the country level based on primary field research undertaken in these markets as part of Global Consumer Telecommunications and Global Enterprise Telecommunications Surveys.

Internet phone market heats up

The book peddlers in Beijing are busy seeking underground channels to purchasepirated copies of Steve Jobs’ biography. Selling at 20 yuan ($3.15) a copy, they say it’sprobably the last chance to exploit the memory of Jobs, the founding father of Apple Inc.theworld’s most valuable company in terms of market capitalization.Smartphone marketers are also using the Apple guru’s death as a golden opportunity to createa bigger market share in China – one of the most valued smartphone markets worldwide.

Hungary mobile internet subscription number climbs to 1.946m in October

The number of mobile internet subscriptions in Hungary rose to 1,946,000 in October, while the number of active mobile internet subscriptions – those who used the service at some time during the previous three months – climbed to 1,545,000 from 1,488,000 a month earlier, the National Media and Infocommunications Authority (NMHH) said on Friday. Mobile internet subscribers transferred 1,661,000 gigabytes of data in October, up from 1,466,000 in September.

E-retail all set to grow the fastest, say industry experts

With 100 million Internet users, India is the third largest Internet market after China and US. With already 100 million Internet users, 40 per cent of which do so through mobile phones, e-retail is set to grow the fastest, say industry experts. Speaking at the annual business summit, Confluence 2011 at the Indian Institute of Management, Ahmedabad (IIM-A), Sachin Oswal, COO, Infibeam said, “Even if the e-commerce and especially e-retail players don’t advertise, by sheer word-of-mouth, the vertical has been fastest in India. Moreover, since the country is in the middle of the technology boom, e-retail will increase tremendously in overall Internet usage in India.”

Modest Radio Revenue Growth Forecast

Radio industry over-the-air (OTA) revenues are forecast to grow a moderate 3.5% to $14.7 billion in 2012, according to a report released in November by BIA/Kelsey. Data from “investing in Radio Market Report” indicates that the radio industry has experienced only muted OTA revenue growth in 2011, projected to end the year with $14.2 billion in revenues, up marginally from $14.1 billion in 2010. The 5-year-outlook shows radio’s OTA revenues growing to $16.6 billion by 2015.

Nigeria’s telecom subscribers to hit 152 million in 2016

Nigeria will continue to be Africa’s biggest mobile market by subscriptions, with a forecast of 152.09 million subscriber base by 2016, according to a research by Informa Telecoms and Media, a provider of business intelligence and strategic services to telecom markets. The report said Africa has become the second most connected region in the world in terms of mobile subscription count, up from fourth place last year. It added that there were over 616 million mobile subscriptions in Africa at the end of September,

Multimedia gateways drive mobile internet infrastructure market growth

According to data from the Mobile Internet Infrastructure research service from TeleGeography partner Synergy Research Group, mobile Internet infrastructure revenues exceeded USD1.3 billion in Q3 2011, growing 21 percent since Q3 2010. Strong market growth is visible around the world, but the Asia-Pacific region is closing in on North America as the largest revenue generator. Synergy defines mobile Internet infrastructure as the hardware and software that facilitate the use and operation of Internet applications on mobile networks. While revenue is growing in all major segments of the market, mobile multimedia gateways are the largest segment, accounting for 44 percent of Q3 revenues.

 

TheTMSway Weekly Radar on Mobile Marketing and Business

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Cannes Launches Another Award Category: Mobile Lions

The number of award categories just keeps on expanding at the Cannes International Festival of Creativity. Come next summer, agencies will have to ponder setting aside funds to enter yet another new awards section: a separate category for mobile creative work. The latest category follows the debut of an effectiveness category and a holding company award at Cannes 2011. “Mobile has been part of the Lions for some years, within other sections such as cyber and film; and a large number of winning campaigns in sections like media, design, direct and outdoor have made significant use of mobile technology,” said Cannes Lions CEO Philip Thomas in a statement. “By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix.”

Mobile Web Africa 2011 – Driving Africa’s booming mobile market

Now that Africa has been identified as one of the biggest and fastest growing mobile markets, industry leaders and experts gathered in Johannesburg for the five day Mobile Web in Africa 2011 conference to discuss, among other topics, the best way to exploit the booming industry.

Indian mobile handset sales to touch 231mn units in 2012: Gartner

The mobile handset market is expected to show steady growth through 2015 when end user sales will surpass 322mn units. Mobile device sales in India are forecast to reach 231mn units in 2012, an increase of 8.5% over 2011 sales of 213mn units, according to Gartner, Inc. The mobile handset market is expected to show steady growth through 2015 when end user sales will surpass 322mn units.

Print Publishers Cultivate Mobile Presence

85% of US and Canadian print publishers say they currently have mobile content for smartphones, e-readers, or tablet computers, representing a 12% increase from 76% in 2010, according to [download page] a study released in November 2011 by the Audit Bureau of Circulations (ABC). Data from “Going Mobile: How Publishers are Maturing and Monetizing Their Offerings” indicates that newspapers (88%) are the most likely to have mobile initiatives in place, followed by consumer magazines (83%) and business publications (79%).

Mobile Internet ‘on the rise’

MOBILE Internet usage in the Philippines is growing rapidly on the back of the rising popularity of smartphones, tablets and other non-computer Web-enabled devices. Mobile Internet revenues of Smart Communications, Inc. doubled from half a billion last year to P1.1 billion as of September.

China becomes the world’s largest smartphone market

It was to be expected: in the third quarter of 2011, China became the largest smartphone market in the world, ahead of the United States and Europe. China has for a long time been the world’s largest mobile phone market – and what a market! With the 1 billion mobile phone subscriptions mark to soon be broken. The country did take longer to see 3G arrive though (the Chinese government reorganised their telecom market around their three major players

Paramount shifts from branding to conversion-focused mobile strategy

LOS ANGELES – A Paramount Pictures executive that spoke at the Mobile Marketing Forum revealed that his company is moving from using mobile advertising as a branding tool to using the channel to drive actual conversion via ticket sales. Paramount uses mobile advertising in conjunction with other marketing channels for each and every movie premier. The movie studio has been in the mobile marketing space for about 4-plus years now.

Mobile Advertising Space Worth US$32B Dominated By Japan, Asia Pacific And United States

The mobile advertising market is expected to be valued at US$32 billion by the end of 2017. A number of factors are driving growth including the increased number of consumers with mobile phones, the availability of high Internet bandwidth and the increased penetration of smartphone usage. Mobile advertising is expected to expand strongly in Latin American and Asian markets.

Marketers Seek More Resources to Improve Strategies

Almost 1 in 5 marketers say the most important factor to elevating their current marketing strategy is increased resources such as staffing and funding, according to a November 2011 white paper from the e-tailing group sponsored by Bronto. Data from “Surviving the Current Marketing Mania with a Solid 2012 Plan” indicates that this is the top factor to almost 40% more respondents than the second- and third-ranked factors, customer behavior insights/CRM/data, and reporting/analytics, both at 13%. Rounding out the top 5 were SEO, search – paid, local (8%), and segmentation, targeting (8%). Digital strategies such as social (6%), mobile (5%) and email (4%) were relatively less important to the marketers surveyed.

Mobile Search Ad Spend Soars

Efficient Frontier clients currently allocate approximately 6-7% of their total online search advertising budgets to mobile search, representing almost triple the share from just one year ago, according to a November 2011 report from the Macquarie Group. Macquarie insight also predicts an even greater acceleration of this growth in the next year, with mobile phones and tablet search spending potentially accounting for 16-22% of search advertising budgets by the end of 2012.

Asia’s mobile tech-driven healthcare market seen at $7 billion

HONG KONG (Reuters) – Mobile technologies will be increasingly deployed to enable people in Asia to monitor and manage their health, with the market expected to hit $7 billion by 2017, an industry official said. In parts of Europe and the United States, diabetics can now have doctors monitor their blood sugar levels by punching daily readings into their mobile phones and doctors can provide answers to expectant mothers via short message services (SMS).

TheTMSway Weekly Radar on Mobile Marketing and Business

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Forecast: Mobile retail marketing spending to reach $15B in 2012

Marketers will spend $15 billion globally on mobile retail campaigns in 2012–a 50 percent increase over 2011–according to a new forecast issued by Juniper Research. The firm adds that mobile retail marketing spend is accelerating faster in North America and Western Europe than it is in the Far East and China.

Global market for mobile video $30bn by 2017

GIA (Global Industry Analysts) says the market for mobile video services is projected to reach $30 billion by 2017, primarily driven by factors such as continued deployment of high-speed mobile networks, increasing availability of sophisticated mobile phones that enable users to download and play videos, introduction of economical data plans by service providers and growing popularity of social networking sites among mobile users. Robust demand from developing markets such as Asia-Pacifica and Latin America also augurs well for the market.

Mobile Shopping Creates a $15bn Opportunity for Retail Marketing and Advertising in 2012

A new report from Juniper Research has found that value of mobile retail marketing will reach $15 billion globally by 2012 as digital adspend moves to mobile and mobile coupons gain acceptance. This is a growth of 50% over 2011. The New Face of Shopping The report found that the smartphone, and more recently the tablet, has increased the capabilities of both the modern shopper and the mobile retail marketer. The marketer now has new marketing channels to attract the mobile shopper, but equally the shopper has more access to competitive product and pricing information before making a purchase.

Android, Samsung top U.S. mobile phone market

Android has widened its lead as the top smartphone OS in the U.S., according to the latest stats from ComScore. For the three months ending September, Google’s mobile platform grabbed 44.8 percent of the market, an increase of almost 5 points from the prior quarter. Apple’s iOS retained second place with a 27.4 percent share of U.S. smartphone owners, up slightly from the previous period.

Mobile ad market growing strong

S. KOREA – With the number of smartphone users in Korea on the rise, the mobile ad market is expanding amid signs of a broader shift in the advertising industry toward portable devices. While conventional ad markets for newspapers, magazines and TVs remain sluggish, smartphone users here are now exposed to 1,000 ads per month, promising new territory for advertisers and media firms.

Survey: Publishers Continue Cross-Media Diversification, Begin to Monetize Mobile

Magazines and newspapers in the U.S. and Canada are becoming more confident in their strategic mobile plans as they diversify their offerings and discover new ways to derive revenue. According to a new survey from the Audit Bureau of Circulations and ABC Interactive, “Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings,” the number of publishers who say they have a well-developed plan for the mobile market rose to 59 percent, up from just 28 percent in 2009. And 67 percent said it was important to their strategic future to earn revenue from both ads and subscriptions.

Google Mobile Ad Sales See $2.5B Run Rate

Google’s mobile ad run-rate is a cool $2.5 billion and growing. But will mobile search revenues continue to double or swell greater? One of Google’s (NASDAQ:GOOG) big future bets is paying off well in the present, as the search engine’s mobile ad revenues are tracking to bank $2.5 billion in 2011

Mobile Brings New Opportunities for Local Retailers

Ecommerce sales are growing fast, but the vast majority of consumer spending still takes place offline in local stores. A large portion of those sales are influenced by online research, most of which is conducted on the desktop. But increasingly, consumers are taking advantage of the sophisticated capabilities of smartphones to do more of this online research while in a store or on the go.

Publishers more confident in the mobile market

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The mobile market has gained more confidence from the publishers, according to a survey by the Audit Bureau of Circulations (ABC) and ABC Interactive. The survey  titled Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings disclosed that 59% of respondents had a well-developed plan for the mobile market. ABC also noted 67% who found mobile market important to their strategic future in earning from both ads and subscriptions.

Newspapers ranked first (88%) with mobile initiative taking into place; consumer magazines came at second place (83%); and business publications on third with 79%, according to the audit bureau.

Meanwhile, the study showed that publishers had mixed feelings in terms of charging their consumers from their access to content from multiple platforms – 40% said readers shall be charged as one and get an access to all platforms (web, print, and mobile) while 40% said payment shall be made in every access to additional platform.

 

 

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.