Tag Archives: branding

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.

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.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile advertising supply continues to exceed demand: Digiday Mobile panelists

NEW YORK – Much of the discussion at Digiday Mobile focused on problems that publishers face in the mobile space such as choosing a model for the pros and cons of paid and ad-supported mobile content-monetization models impose on publishers. An executive from The Boston Globe went as far to say that monetizing the company’s mobile efforts is one of its biggest problems.“We’ve struggled to monetize content,” said Jeff Moriarty, vice president of digital products at The Boston Globe, Boston. “We broke our audience into two groups, and we realized that we were not serving either.”

Mobile payments market expected to touch $245bn: E&Y

NEW YORK: Billed as the future of banking, the value of financial transactions carried out through mobile phones has been pegged at $245 billion worldwide by 2014 in a new report by global consultancy firm Ernst & Young.  “Overall, mobile payment services are expected to reach $245 billion in value worldwide by 2014,” according to the report by Ernst and Young (E&Y). At the same time, the number of users carrying out transactions using mobile money is expected to total 340 million by 2014, equivalent to 5 per cent of existing mobile subscribers across the globe, the report said.

Ad Spending on African-American Audiences Grows 3%

Total US advertiser spending aimed at African-American audiences grew 3% between 2009 and 2010, according to [download page] a report released in September 2011 by The Nielsen Company. Data from “The State of the African-American Consumer” indicates advertisers spent $1.98 billion on African-American audiences in 2010, compared to $1.92 billion in 2009. Television advertising was the largest medium for all ad spending in 2010, accounting for $69 billion. In the first surpassed $18 billion, growing almost 9% versus the same period in 2010. Radio and magazines during this same period also saw higher ad spend levels than last year, increasing between six and 7%. Newspapers, however, saw a 10% drop.

Why retailers should engage customers throughout their entire shopping experience

By the end of the year, more than half of mobile phone users will have smartphones. Even more interesting is that 93 percent of smartphone users use their phones inside the home, according to Google. Combined with how shoppers use smartphones near and in stores, there is now a real opportunity for retailers to engage customers throughout the entire shopping process, starting at home.

Starbucks Perks Up Mobile Payments Program

In January 2011, Starbucks debuted a new way for customers to pay for coffee—through the brand’s mobile app. With 2-D barcode scanners installed in nearly 9,000 of its store locations, the coffee chain has served as a model for retailers looking to enter the mobile payments space. Adam Brotman, who leads digital strategies for the Seattle-based coffee chain, talked to eMarketer’s Lauren McKay about why the mobile payment program works for Starbucks and where he thinks the market is headed.

Mobile Media Summit Disrupts Advertising Week

Mobile is shaking up New York’s Advertising Week. The third annual Mobile Media Summit, the premiere event for mobile media, brand and advertising executives, returns to the Big Apple on October 5th to crash the party and shine a light on mobile media and advertising. The mobile ad industry crossed a great inflection point this year when it hit the $1B mark, and tablet and smartphone sales have outshined TVs in U.S. revenue. Bringing mobile to Madison Avenue, the Mobile Media Summit has the most advertisers of any mobile event in the U.S.

Publishers Slow to Take Advantage of Mobile Sites

More than two in five mobile users will go online from their phones each month, eMarketer estimates, but many websites have been slow to make their content available in mobile-optimized formats. Research from mobile site detection API provider Company Data Trees found that in January 2011, 14.32% of the top 10,000 sites on Alexa had a mobile version, and 14.67% of publishers (defined as websites with advertising) had one. The percentages have grown since then, to around 24% and 26%, respectively, as of September.

Mobile ad revenue in Canada up 93% in 2010

Mobile advertising revenues in Canada grew 93% in 2010 to more than $52-million, according to the Interactive Advertising Bureau of Canada. The Top 10 earners accounted for 82% of total net revenues in 2010. The ad placement and spend category grew 105% over 2009, driven primarily by search advertising at $17.1-million, and mobile display and sponsorship at $15.6-million.

Mobile Wallets Move Closer to Reality

The potential for mobile payments is huge. Globally, consumers make trillions of dollars in credit and debit card transactions each year. Migrating just a small percentage of that spending to mobile-based transactions would be a lucrative opportunity for the companies that facilitate it. The mobile payments market is difficult to size in its nascent state, and research firms vary widely as to the dollar figures involved. But they agree on one thing, as eMarketer’s new report, “Mobile Payments: Moving Closer to a World Without Wallets,” notes: dramatic growth.

Singapore most IT competitive APAC market

SINGAPORE–Strong investments in human capital, particularly IT employment and enrolment in higher education, have helped Singapore emerge as the No. 1 Asia-Pacific market in terms of IT competitiveness, and third globally, a new report revealed. The Business Software Alliance’s (BSA) Global IT Competitiveness Index, which was released Tuesday, noted that besides Singapore, six other Asia-Pacific countries–Australia, Taiwan, Japan, New Zealand, South Korea and Hong Kong–made it on the top 20 list, too. The region’s strong showing proves that investments in IT do pay off, said Roger Somerville, senior director of government and policy for BSA Asia-Pacific.

China market: Mobile phone users grow to over 940 million in August

There were 940.09 million subscribers of mobile communication services in China as of the end of August 2011, growing 1.10% on month and 14.22% on year, and 94.12 million, or 10.01% of them were 3G users, according to China’s Ministry of Industry and Information Technology (MIIT). The August number accounted for 68.8% of the country’s population (user density). As of August, there were 288.80 million subscribers to fixed telecommunication services in China, translating into a user density of 21.7%. In August, mobile phone subscribers in China sent 73.29 billion short messages, averaging 2.53 short messages per phone number a day.

Interactive Marketing Spend Report: Huge Growth in Mobile to reach $8.2 billion in 2016

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The mobile medium is placed again at top spot in the latest marketing report, which dubbed the medium as the fastest-growing category to create a huge growth in the interactive market with 38%, set to reach $8.2 billion between 2011 and 2016. The report is supplied by Forrester Research saying that it attributes the surge to a push toward creating more targeted, dynamic mobile ads instead of so much repurposing of online ads; the rise of mobile commerce; and experimentation with new ad formats for tablets.

The report “US Interactive Marketing Forecast, 2011 to 2016” projects the entire compound annual rate of interactive marketing spending anticipated to reach $76.6 billion by 2016, equivalent to this year’s TV spending comprised of 35% of all advertising. The mobile paid advertising and search will have to experience astronomic growth and are surpassing email and social this year, according to the report.

Meanwhile, search marketing will remain the biggest piece of the interactive spending pie – rising from $18.8 billion to $33.3 billion between 2011 and 2016 – but will actually lose share of all interactive spending in the same period, falling from 55% to 44%. Display advertising is reported to rise in terms of investment from $10.9 billion in 2011 to 2016, due to compound annual growth rate in rich media, text listings, and online video; while email marketing is projected to have a growth rate of 10%, bringing it to $2.5 billion in 2016. However, the total spending for email marketing will remain down due to low cost of reach 1,000 consumers, or CPM. Read more of the report.

Mobile Usage on the Rise, New Landscape for marketers

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Recent study on mobile media reports the rise of consumer usage to consequently open new landscape for global marketers.

In a report published on Brandweek, the study conducted by IPG’s Universal McCann and AOL reveals 80% of smart-phone users satisfied to the quality of Internet on their mobile devices.

The research study has presented 95% of the respondents saying they used mobile media to fill downtime; 82% said they use it at work; 81% of the respondents use mobile while shopping; 80% at home; and 65% while commuting to their offices.

Stuart Rodnick, Senior director of Strategic Insights at AOL, describes the mobile to lead into a “social transformation”. And with mobile usage forecasted to grow 60% over the next two years, marketers are advised to formulate ways of communicating about their brands with mobile users, or risking of missing out huge opportunity. READ MORE

TMS and Toblerone featured in Mobile Marketer New York

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Yesterday, TMS and Toblerone were featured at Mobile Marker (NY). The article talked about the campaign project we have done for our client, Toblerone. Written by Dan Butcher, you can also read the story here.

Toblerone runs ‘Play it Forward, Share the Gratitude’ mobile campaign

A snapshot of the article in Mobile Marketer NY

By Dan Butcher

March 11, 2009

Kraft Foods’ Toblerone has lunched the ‘Play it, Forward it, Share the Gratitude’ mobile promotion targeting the digital generation—students and young workers.

The campaign encourages consumers to extend gratitude to loved ones by uploading mobile video and text messages and have them broadcasted on digital walls in Greenbelt and Bonifacio High Street in the Philippines. There is a Web site for the Toblerone ‘Play it, Forward it’ promotion with brand information, details about the promotion, upload and entry forms, desktop widgets, contact details and tallies of uploaded videos, texts and votes.

“The strategy behind the Toblerone campaign is to develop brand awareness for its new product—Fruit & Nut—directly to the location of targeted audiences using personal media—mobile and social networks,” said Frederick Saurat, cofounder of TheTMSway Ltd., Hong Kong.

“So far, the campaign has gained positive results in terms of imaging and ROI,” he said.

Toblerone is a chocolate bar made by Kraft Foods Switzerland. It is best known for its triangular chunks (representing the Matterhorn in the Swiss Alps), its distinctive packaging, its prism shape (triangular prism or pentahedron) and its ubiquity in airport duty-free shops.

Complementing its self-service platform, TheTMSway provides services for media such as StarTV and TV5Monde; ad agencies Ogilvy, Mindshare, Starcom and Havas; and for brands such as Nike, Motorola and Citibank.

From the Toblerone campaign site, consumers can send their thank you videos and text messages to the mobile phones of families and friends.

For the contest, Toblerone will select the best thank you uploads with prizes for both video and text-message winners. Consumers can win an iPod Touch or an iPod Nano.

Photo shows Toblerones campaign site (left) and apps in Facebook (right)

Photo shows Toblerone's campaign site (left) and apps in Facebook (right)

The campaign is using the original 1D bar code on the candy’s packaging in order to connect to the TMS search engine. Submitting the ID code to the TMS search engine offers direct access to a discount mobile coupon.

TMS also created a social application for Toblerone’s campaign and placed it on two social networks—Facebook.com and Friendster.com.

Consumers can send a Toblerone reward from Facebook or Friendster to friends’ mobile phones.

The campaign is currently running.

“Our TMSfactory erases the pain of campaigns via new media by developing and synchronizing the campaigns to different platforms: the social networks (such as Friendster and Facebook) and the mobile (connected to different mobile operating systems) offering consumers a practical way to interact between the platforms,” Mr. Saurat said.

“Our factory provides our clients the data, statistics and analysis of their campaigns in real time,” he said. “This way, our clients can monitor how far their campaigns have impacted their target audiences and if goals are exactly achieved.”