Tag Archives: mobile campaign

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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Global Mobile Entertainment Market Revenues to Rise to $53.9 billion in 2016, a CAGR of 6.3%, According to New Research

“We think that the global mobile entertainment market will see significant growth over the next five years. Globally, we are expecting mobile entertainment revenue to rise from $39.6 billion in 2011 to $53.9 billion in 2016. Compound Annual Growth Rate (CAGR) from 2012 to 2016 will be 6.3%,” said Nizar Assanie, Vice President (Research) at IEMR. “Among different categories of mobile entertainment, we expect that Mobile Music will see the biggest growth in revenues over the next five years. We forecast that global mobile music revenues will increase from $9 billion in 2011 to $18 billion in 2016.”

Mobile-Ad Spending Projected to Reach $2.61B in 2012

Mobile-ad spending in the U.S. is rising at a much faster clip than previously forecast and is projected to grow 80% this year, to $2.61 billion. A new report by eMarketer estimates that mobile-ad spending reached $1.45 billion in 2011, up from $769.6 million in 2010, and that Google is getting more than half of the pie. The numbers are a significant upward revision from a previous projection that mobile would reach $1.8 billion this year, up from $1.2 billion in 2011.

Why 2012 Is the Year of Mobile Advertising

Mobile advertising is coming of age. In many ways, it has been driven by the sheer force of the consumer’s insatiable appetite for all things mobile. More to the point, mobile is becoming a substantially more capable vehicle for driving brand awareness, affinity and purchases. Advertisers see this pattern taking shape, but there is still a disconnect between the avid mobile consumer and potential advertising dollars. This is caused by several factors…

Venture capital investment in mobile marketing and advertising skyrocketed in 2011: report

Venture capital investments in mobile marketing and advertising grew from $128 million in 2010 to $592 million in 2011, according to a new report from research investment bank Rutberg & Co. Investment levels in mobile commerce and payments companies was also up significantly, growing from $276 million to $558 million during the same period.

Mobile is a must-have for agencies in 2012

Many agencies failed to integrate mobile in a meaningful way in 2011, missing an important opportunity to organically build mobile practices. As a result, this year many will be scrambling to react to the growing demand for mobile services from brands which have seen a significant increase in mobile traffic. The growth in mobile penetration and use means agencies and brands can reach more consumers than ever before via mobile and use mobile to marketer an ever-growing array of products and services.

Nokia tops smartphone sales in India: Report

NEW DELHI: Total mobile handset shipments in India touched nearly 166 million units during the first eleven months of the 2011 calendar year, with Finnish handset maker Nokia accounting for a 30.7 per cent slice of the market, according to a CyberMedia Research report. The overall shipments included 14.4 million feature phones and 1.07 million smartphones, according to the India Monthly Mobile Handsets Market Review for November, 2011, released today by CyberMedia Research.

New Study Reveals 51% Growth in Californians Using Mobile Devices to Access Internet Within the Last Three Years

The number of Californians using their mobile device to access the Internet has significantly increased by 51 percent, to nearly 17.6 million people, in the last three years, according to a new report by the Center for Strategic Economic Research (CSER). Of California mobile users surveyed in the first quarter of 2011, 71.3 percent are accessing the Internet or apps using their mobile device. “In just three years, California has experienced a pronounced shift in how we use mobile devices. Just a short time ago, mobile devices were primarily used for phone conversations

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.

Cannes: Mobile Lions new category for creative mobile work

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The mobile space has gained recognition from the world’s prestigious award-giving body for advertising, the Cannes International Festival of Creativity, as it adds new category that concentrates for mobile creative works.

In a story via Ad Age, it revealed that the “Mobile Lion” will be added in Cannes’ upcoming season of recognizing excellent works in the advertising industry. This new category will reward the best work housed on or activated by a mobile device, app or mobile web.

The criteria for judging is said to focus on creativity, idea, execution, (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).

The Mobile Lion will soon be judged by acclaimed mobile advertising experts to be led by Tom Eslinger of Saatchi & Saatchi Worldwide.

With such credit that the mobile has acquired as an important media mix, mobile strategies and executions are expected to move towards raising the bar; and that contents and concepts meet the qualifying criteria of a brilliant mobile advertising.

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.

 

News Execs: Mobile delivery offers profitable future to news business

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Mobile delivery has become an interesting topic during the Associated Press Managing Editors meeting in Denver wherein news executives said that mobile news delivery offers newspapers and other media companies a good opportunity to make money in the digital world.

President and CEO of the Associated Press, Tom Curley, said that media companies have lost revenue opportunities with the Internet but have the chance of changing the curve with mobile. He stated that the AP is having partnerships with dozen of newspapers to bring mobile advertising content to mobile devices, and assured the news execs that the mobile news delivery will be profitable.

Meanwhile, William Dean Singleton, the publisher of the Denver Post and the Salt Lake Tribune and Chairman of Associated Press is confident that the print media remains the most profitable segment in the industry and will continue to survive. Kate Marymont, vice president for news at Gannett Co, said that newspapers should sharpen their focus on what they do best, and outsource cheaply produced ‘commodity information’ such as sports scores and weather.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Sizing the Mobile Payments Market

Mobile payments, though they have yet to take off substantially in North America, are a hot topic, with major companies like Google joining startups in the space and hoping to grab a slice of billions of dollars in potential transactions. Research firms disagree on the current size of the nascent market, but project strong growth in mobile payments and their users.

Fueled by smartphones, daily deals, merchants embrace mobile marketing in a big way

Retailers can no longer rely on the flashing neon sign or the “clown on the corner” to draw in customers who are walking past the storefronts with their heads down looking at their mobile devices. That’s the message from Borrell Associates, which says it is seeing a dramatic shift in how small and mid-size businesses are embracing mobile advertising and mobile promotions. Mobile advertising is fast becoming the go-to choice for local businesses across the U.S., thanks to the fast spreading of social media, smartphones and daily deals and coupons…

Global Location Based Advertising Market to Reach $12.8 Billion by 2017

GIA announces the release of a comprehensive global report on Location Based Advertising (LBA) markets. The global market for Location Based Advertising is projected to reach $12.8 billion by the year 2017. With mobile Internet gaining in popularity and the proportion of smartphone sales increasing, LBA market holds enormous potential. The market is driven by favorable factors including spurt in number of GPS and Wi-Fi enabled phones, increased merchandising and shopping activity among consumers, growing popularity of mobile commerce, and increasing usage of Location based Social Network Services.

Smartphone Users Most Engaged with Ads While Shopping

Different mobile activities lead to different behaviors and engagement levels. With smartphones able to perform a variety of tasks, from communicating to information-seeking to shopping and beyond, consumers are spending more time with them than ever. And marketers have more chances than ever to reach them via mobile.

Smartphone growth changing mobile habits

As more Americans make the upgrade from traditional cellphones to smartphones, mobile habits are changing significantly – a development that should not be lost on businesses and their marketing departments. According to recent figures from research firm comScore, 234 million Americans ages 13 and older used a mobile phone during the three month period ending in July. Of those, 82.2 million owned smartphones, a 10 percent increase over the three month period ending in April.

Consumers Demand Personalized Messaging Across All Verticals

Brands of all stripes are working toward delivering personalized messages to their target audiences. Despite their best efforts, however, consumers say certain industries are not meeting their needs. Service providers, such as cable and utility companies, and regulated companies, such as insurance and finance brands, appear to be behind the curve in terms of delivering personalized digital experiences.

Asia-Pacific leads the world in smartphone use: Google/Ipsos study

ASIA-PACIFIC – It seems then when it comes to mobile phones, and smartphones in particular, there is no market quite like the Asia-Pacific. The region is ahead of the world’s most advanced economies in terms of smartphone and overall mobile phone penetration, a joint study by Google and Ipsos has found. The report, Smartphone Research on Mobile Internet and Market Trends, spanned 30 markets globally and 11 markets in Asia-Pacific. It found that the region as a whole had the highest mobile phone penetration in the world and a willingness to use those phones to shop and play that outstrips other markets.

Mobile internet – driver for mobile

The mobile communications market has been experiencing a global upswing. Smartphones, in particular, are appealing to even more consumers. This year, it is anticipated that around 400 million smartphones will be sold around the world. Above all, in Western industrialized nations, this boom is occurring at the expense of feature phones, which do not offer the diverse range of smartphone functions. These are the latest GfK Retail and Technology findings prepared for IFA 2011, which is taking place in Berlin.

Mobile internet use doubled in two years: ONS

Six million people accessed Internet over mobile phones for the first time. A new study by the Office for National Statistics (ONS) has revealed that the number of people connecting to the Internet using a mobile phone has nearly doubled in the past two years. The study showed that there were 17.6 million mobile phone Internet users in 2011, representing 45% of Internet users, compared to 8.5 million users (23% of all users) in 2009.

Asia-Pacific region remains a leader in the world’s mobile market

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Asia-Pacific is ahead of the world’s most advanced economies as far as Smartphone and overall mobile phone penetration, report said.

In a study conducted by Google and Ipsos, the Asia-Pacific region remains leading in the global mobile market. The region is ahead of the world’s most advanced economies in terms of Smartphone and overall mobile phone penetration.

The report (Smartphone Research on Mobile Internet and Market Trends) spanned 30 markets globally in which 11 markets were from Asia-Pacific. In its totality, the region had the highest mobile phone penetration in the world with the willingness to use those phones to shop and play, stripping out other markets.

Report further said that more consumers from Asia-Pacific region find their Smartphone more interesting than TV, compared to US consumers. Four countries surveyed in APAC had a higher Smartphone penetration – Singapore (62%), Australia (37%), Hong Kong (35%), and urban China (35%).

The APAC takes a lead at 78% compared to US region (31%).

TheTMSway made Hong Kong Tramway a real time interactive touch point

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As Martiros artist ad campaign made a hit at Hong Kong Tramway, mobile users were able to experience an exciting and personalized manner of meeting in person with the long hailed ‘one of the most successful and collected living contemporary Master Artists in the world’.

The Damina Gallery is a place that displays masterpieces of artists from US, Asia, and Europe – that includes Martiros, who is one of the most successful and collected living contemporary Master Artists in the world celebrating the love of life and freedom. With his art exhibits scheduled from May 9 to 28, 2011, all supporters of Martiros were invited to acquire for VIP invitations in an exciting and more personalized manners.

The interactive campaign, powered by TheTMSway via its telecom-free “touch point” system which associates   the new short codes (TMS Shortcodes) to the TMS code search engine (TMS Search), was launched and made a hit at the Hong Kong Tramway inviting all supporters to use the TMS code: VIP 2011 to receive a personalized invitation to meet Martiros in person. The call to action was: “visit TMSsearch.com on mobile to enter the code”.

Attached to the TMS code, an interactive (mobile) site was accessible where mobile users could watch videos as regards to Martiros and his works. Users were given also the privilege to specify a schedule of which they preferred to personally meet with the artist. The interactive site (automatically optimized for mobile and tablet devices) was also integrated with location map and social functionalities where all supporters can share the event to friends via emails or across Facebook and Twitter spheres.

From the tramway transformed into an interactive touch point, the campaign was ‘tagged’ by TMS to provide with real time metrics and data about user’s interaction, engagement, and social sharing behaviors.