Tag Archives: mobile forecast

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

Mobile browsing in the Philippines goes up

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“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.” – said David Jeffs, head of Insights for Yahoo Southeast Asia in a story published at Business Mirror.

The Philippines is the sole country in Southeast Asia where a greater proportion of mobile internet users are comprised of women (57%) versus men (43%), according to annual survey, Yahoo! Net Index 2011. The demographic report has disclosed that the growing mobile internet activity came from the country’s youth segment.

Meanwhile, the country’s Globe Telecom is reported the most popular service provider for mobile browsing in the country with revenues rose to over P1.4 billion by end of third quarter last year. Accordingly, Globe hopes to keep its mobile data business growing amidst the fast penetration of social media in the region and the availability of affordable Smartphones in the market.

Asked about the behavior of mobile browsing activity in the country, Globe Exec affirmed that telco industry feels the increasing demand of mobile internet in the region, saying it is an “easier and more accessible way of connecting to the worldwide web”.

Implication to business sector

The present percentage of mobile browsing behavior among mobile users in the Philippines, based from Yahoo’s report, strongly indicates that brands and business firms in the region will have an opportunity to expand their reach to the Filipino consumers. Such a strong response to mobile internet (mobile browsing) suggests that Filipinos are getting matured and open-minded when it comes to new technologies like mobile, Smartphone, or tablet entering the country.

While a few of Asian countries like China, Singapore, and Indonesia, have adopted into mobile advertising practices, it is no far that Philippines too will get accustomed to these mobile tactics. In fact, the mobile medium is practically a perfect advertising mix because of its flexibility, real time connectivity, and handy in nature. Wherever they may go and regardless of time, people always have the mobile devices in hand.

How ready is the industry for mobile web?

In the Philippines, mobile advertising is guided by the Internet Marketing and Mobile Association in the Philippines (IMMAP), which has set some ethical standards and guidelines to ensure that best practices are observed in the region. Every now and then, IMMAP holds conferences to educate and update the business sector about mobile marketing/advertising or with the latest technology that digital marketers need to address. In the country, although Telco services are available offering mobile browsing to Filipino consumers, the demand for mobile site development, on other hand, has never been a hindrance with the presence of technology providers that offer services for the creation of mobile websites and for the execution of interactive campaigns.

Metrics too are made available to provide advertisers the comprehensive data which can be helpful to determine the results of the campaign. With the industry ready, technology providers well-equipped with tools and sufficient knowledge, and business firms and brands embracing to mobile advertising, the Philippines will soon be part of the interactive phenomena where digital, online, traditional, or outdoor campaign can be monitored and measured based on data statistics. Advertiser will be able to see the whole picture of his campaign’s performance, and based on results, he can determine whether or not the campaign has achieved its primary objectives.

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.

Ad campaigns to increasingly target mobile devices

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Mobile marketing is ranked among the top 5 media channels to acquire the increased marketing budgets from senior marketers in Australia. This impressive data came out after 365 senior marketing professionals were inquired about their predictions on marketing budgets for next year, in a recent annual survey conducted by the Australian Marketing Institute.

Campaigns aimed at the smaller screens of mobile phones or tablets will be expected to getting the biggest growth from organizations with smaller turnovers, retailers, non-profits, and professional services.

The survey is said to showing the potential of mobile marketing in the region, but emphasis regarding to medium’s usage shall be dealt carefully, it being seen as a highly personalized medium.

Meanwhile, the use of social media, online advertising, and direct marketing also continues to surge with 77% of marketers saying they’d increased their usage on said channels 3 years ago.

Indonesia: Mobile phone market at tremendous growth

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The mobile phone market in Indonesia has accounted an unprecedented growth as number of mobile shipment in the third quarter takes a dramatic increase, having surpassed 12 million units from second quarter’s 10 million units set on record.

In an IDC report, said growth represented a year-to-year growth of 68%, in which one of the factors seen to have contributed such a high level growth is due to large volume shipments of low-end mobile devices in the region.

The smartphone market, on other hand, maintained a positive growth at 5% quarterly and 11% to the total of mobile phone shipment. IDC, in a report, is expecting for a 68% growth in Indonesia’s smartphone market by year 2012 with the coming of several low-cost smartphones.

The country’s sales chart revealed Nokia, Cross, and Nexian in top 3 record breakers among feature phones; while RIM, Samsung, and HTC comprised the top leaders for smartphones.

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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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.

 

Africa is world’s second largest in mobile subscriptions

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Africa has become the world’s second largest mobile market in terms of mobile subscriptions, according to a recent study conducted by Informa Telecoms and Media; and the number of subscriptions is estimated to reach one billion by year 2016. At end of September, the number of mobile subscriptions in the region has rested at more than 616 million, a figure which placed Africa at second rank to Asia Pacific region.

Less than a year ago, Africa was only at fourth largest regional mobile market by subscriptions, coming after Asia-Pacific, Western Europe, and the Americas.

According to Informa’s Head of Research, one of the factors which contributed to such an impressive performance for Africa’s mobile market is due to the region’s relatively immature telecom market combined with population growth, strong competition among providers, and the increasing affordability of mobile devices. This second ranking is said to remain up to five years.

Meanwhile, Nigeria is reported to continue as Africa’s biggest mobile market by subscriptions at 152.09 million at the end of 2016. Egypt will uphold its position at second rank with a forecast of 118.03 million subscriptions; and South Africa clings at third rank with 80.56 mobile subscriptions.

At its entirety, the mobile penetration rate in Africa is forecast at 86.92% at the end of year 2016.

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.