Tag Archives: mobile media news

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile Marketing Association Launches MMA Mexico

The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announces the launch of MMA Mexico.  The newest of the 20 local MMA Councils that have been launched worldwide, MMA Mexico was created in response to the growing recognition of the importance of mobile within the marketing mix, and the need for industry support and guidance to create success in Mexico.

28.3 % of mobile ad spend will be from location-based ads says Berg Insight

A new report from market watchers, Berg Insight, entitled ‘Location-Based Advertising and Marketing’ (see here) estimates that location-based advertising (LBA) will account for 28.3 per cent of mobile ad spend in 2016. That corresponds to a compound annual growth rate of 90.9 per cent, so the real-time LBA market should be worth €4.9 billion in 2016. The company reckons that in 2011 the total global value of the real-time mobile LBA market was €192 million, representing 5.0 per cent of the total mobile ad spend. Asia-Pacific is estimated to be the largest LBA market in 2016, followed by Europe and North America.

IAB Study: Cell Phone Users Welcome Mobile Advertising

According to a new study released by the Interactive Advertising Bureau, mobile advertising is an important driver of smartphone shopping activity and the majority of respondents (70%) found mobile ads as a welcome personal invitation from brands, rather than an invasion.Additionally, when asked why they performed a particular mobile commerce activity, 22% credited mobile advertising for spurring them on — it was the second highest driver of activity. Half (51%) of respondents said they want the mobile ads they click on to let them browse the brand’s broader product offerings.

Mobile data traffic takes off, outpacing revenue opportunities

As smartphone penetration continues to grow, average mobile users will consume more than eight times as much social media and 14 times more megabytes of applications by 2016, according to a new report from Informa Telecoms & Media. The report’s findings have significant implications for both wireless carriers and marketers and underscore the difficulties both face in monetizing mobile. Over the next five years, Informa forecasts that mobile data traffic will grow from 3.89 trillion megabytes in 2011 to 39.75 trillion megabytes in 2016 – a tenfold increase – while mobile data revenues will nearly double from $325.8 billion to $627.5 billion during the same period.

Samsung captures top slot in global mobile market: Gartner

Samsung’s mobile phone sales have reached 86.6 million units, a 25.9 percent increase from last year, as it took back the world’s number one smartphone position from Apple, selling 38 million units worldwide, research firm Gartner announced today. The Korean major dethroned Nokia, which could sell only 83.2 million units in the first quarter, a 22.7 percent drop.

What role does mobile play in the growth and future of search marketing?

In a series of features, we’ll be looking at the search industry’s responses to the questions we posed, to determine the challenges and trends facing search marketing in 2012. Today we are looking at the role of mobile within search. With 67% of e-commerce in India happening on mobile devices, what role does mobile play in the growth and future of search in the UK?

Retailers reap more profit from mobile shoppers

Mobile shoppers make a purchase 59% more often than desktop PC shoppers and over a two-year cycle will bring in 32% more profit, according to a new study by Custora Inc., a web and mobile analytics firm that specializes in retail. Custora examined data from five of its clients with annual sales ranging from $50 million to $150 million. Clients included retailers in housewares, daily deals and digital goods. Data on a total of 8.2 million customers were examined, the firm reports.

Marketers need to integrate towards mobile

The recent proliferation of smartphones is such that now over half of the UK population owns one of the devices. As a result it is important that companies start to target those individuals by making their B2B email marketing content compatible with mobile. Return Path’s recent survey entitled Email in Motion: Mobile is Leading the Email Revolution found that during the 12-month period from March 2011, the number of messages seen on phones rose 82.4 per cent.

Mobile Devices are the Convenience Stores of the Web

Adobe conducted a study last year that found customers visiting a website from a tablet are more likely to make a purchase than those visiting from a desktop. They also spend more per purchase, as much as 21% more. This trend has not gone unnoticed by retailers and other companies looking for ways to expand their market reach. Improving mobile presence, including location-based services, personalization and tracking capabilities will be the core focus of most online retailers over the next 18 months. Despite this commitment, most companies struggle with effectively engaging a mobile audience.

Mobile ads most successful for financial brands

Mobile ad spending in the finance sector grew by 314% worldwide from 2010 to 2011, according to a new report from mobile advertising platform Millennial Media and comScore. Banks and credit cards, along with electronic payments and insurance services, became the top global brand advertising vertical on the Millennial Media platform in the fourth quarter of 2011, moving ahead of the retail, entertainment, telecommunications and the auto industry.

Ad agencies and giant brands showed support to MMA council in Mexico

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Advertising agencies and giant brands showed support to the launch of Mobile Marketing Association (MMA)–Mexico in response to the growing recognition of mobile’s importance in the marketing mix and the need for industry support and guidance to create success in the region.

According to CEO at MMA, the creation of MMA local councils worldwide has to show that marketers at global scale are recognizing and embracing the power of mobile, and these people wanted some collaborative works so that mobile becomes an indispensable part of the marketing mix.

In Mexico, MMA launched with members and the support of Banamex and Terra. From Latin America, giant brands and advertising agencies also showed support to include Coca-Cola, Televisa, Ogilvy, Microsoft, Unilever, among others.

The new council is said to offer benefits to its members from the combination of MMA’s global leadership and local knowledge to have an even more productive, successful, and powerful mobile marketing industry in the region.

Small business sector keeps growing with mobile push

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Asked if embracing to the mobile platform and its various resources could help their business grow, 8 out of 10 small businesses in America having mobile presence affirmed that mobile push had attributed to the growth of their business, according to the latest Small Business Mobile Survey from web.com. Monitoring to what is dubbed as America’s most important economic sector – small business sector – 14% out of 500 business owners surveyed has revealed having a standalone mobile site, while 84% indicated a business climb due to mobile marketing efforts.

This fact, according to analysts and marketing experts, is a good indicator of mobile’s power to boost business growth. It was stressed that in America, however, a majority of small business owners are yet to invest into mobile commerce and mobile marketing. Time always matters as of when business owners must take action on mobile strategy because the loss of momentum to mobile-sophisticated competitors could leave a fatal blow to companies having underestimated the potential of mobile.

Meanwhile, according to web.com group, consumer behaviors may change as time does, saying “today’s mobile consumers are seamlessly searching, processing, and purchasing via smartphone devices”. And with the increasing number of consumers now searching for local businesses on their mobile devices, it is imperative that businesses must consider investing on mobile presence, in which according to web.com is a huge competitive advantage for small businesses trying to attract local customers.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Consumers in Asia eager to adopt location-based services: TNS mobile-marketing study

GLOBAL – For marketers looking to leverage mobile’s popularity, location-based services (LBS) are their best bet, according to TNS. The insights firm’s ‘Mobile Life Study’ found that more than 60 per cent of mobile-phone users worldwide who don’t yet use LBS said they want to. TNS’ annual Mobile Life study explored mobile use among 48,000 people in 58 countries. The study showed that the majority of people around the world recognize the value of sharing their location to benefit from a range of services. Globally, almost 30 per cent of the world’s 6 billion people are using smartphones, and in developed Asia-Pacific countries (which includes Japan, Korea, Australia, Singapore, Taiwan, Malaysia and New Zealand), this figure climbs to over 42 per cent.

MMAF Calls On Marketers To Be More Creative Amid Mobile Media Era

The Mobile Marketing Association Forum Singapore (MMAF) has called on marketers to be more creative as the mobile media takes on a new role in the larger media landscape. Mindshare Asia reminded the audience to look at the mobile media as a central touch point, not as a separate platform.

Are publishers toast on mobile?

Mobile has undoubtedly shifted the way that publishers view their revenue models, but with drops in advertising revenue and media companies not taking advantage of the channel, can publishers survive in the post-PC world?  Print publishers have grappled with how to approach mobile, whether it is with subscription models or advertising, for years. But when it comes down to it, do publishers have a chance in the mobile space or should they just cut their losses?

Marriott exec: 50pc of smartphone bookings happen within 24 hours of check-in

SAN DIEGO – A Marriott International executive at the Mobile Shopping Spring Summit said that the company is seeing a high number of smartphone bookings being made for same-day reservations. During the “So Many Options, So Little Budget — What’s The Best Way To Allocate Your Mobile Marketing Spend?” session, executives spoke about how companies can best incorporate mobile into an overall marketing budget. The session was moderated by Marci Troutman, CEO of SiteMinis, Atlanta.

Asia’s e-shopping boom

New data on Asian online shopper behaviour shows the gap is fast closing between emerging and mature markets.  But the biggest shock in the comprehensive survey of 7373 respondents from 14 Asian markets is in the online shopping intentions of people in Thailand and Vietnam.

Mobile adspend to rise

NEW YORK: Mobile advertising expenditure is set to almost double globally this year to reach more than $11bn, a forecast has predicted. Strategy Analytics, the research firm, stated that total media revenues for this medium would hit $149.8bn in 2011, a 17% expansion measured against the previous 12 months. Adspend levels are pegged to rise from $6.3bn to $11.6bn year on year, as brand owners increasingly turn their attention to this channel.

Digitally savvy mobile consumer is the king

At the end of the first day of the Mobile Marketing Association Forum Singapore 2012, the key message to take back is that to make mobile the most popular platform for brand building, the marketers need to understand the important role the tech savvy and always mobile consumer plays today. Interestingly the speakers, while emphasising the importance of mobile also spoke about how the best way to leverage the mobile platform is to look at a converged scenario of mediums and channels rather than as a technology silo.

Black Consumers Active, Engaged on Mobile

Penetration rates now comparable to other groups, but mobile activity remains higher than most. Black consumers became smartphone users early and in large numbers. But they no longer constitute an oversized portion of the smartphone population, as the penetration rate among white consumers has accelerated. Black consumers’ smartphone penetration rate this year will be slightly lower than that of whites and the US population in general, eMarketer estimates, and the gap is expected to widen in the next several years.

TheTMSway Weekly Radar on Mobile Marketing and Business

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AdBoard refreshed and renewed in 2012, new board tests new bylaws

A FEW years shy of 40, the Advertising Board of the Philippines (AdBoard), one of the country’s biggest trade organizations, starts 2012 with a timely reinvention. The advertising landscape is changing fast. Marketing, media, communications and other similar professions are now inextricably in the business model. Staring AdBoard in the face was a decades-old, yawning gap between itself and the industry it was tasked to represent and whose rights it had sworn to uphold.

Consumers Increasingly Marry Mobile Devices With TV

Smartphones, tablets, and TV make good companions, according to various reports released in April 2012. Data from a GfK Knowledge Networks survey indicates that 52% of minutes spent with tablets, and the same percentage with smartphones, are shared with TV viewing. Per aForrester Research report, 85% of tablet owners use their tablets while watching TV. And survey findings from QuickPlay [download page] indicate that 91% of tablet owners have watched a TV program or full-length motive on their tablet, while 57% of mobile subscribers overall are interested in a multiscreen video service.

2012 March Madness Was Very Mobile: Study

To marketers, mobile is a channel for their promotions and branding messages. But no consumers ever pick up their smartphones and go looking for ads; they’re hunting for content, and the marketing trick is to wrap the message around that content. So it’s interesting that the latest report from Millennial Media focuses on how mobile fans used their devices to view the big event of last month, the NCAA basketball championships.

Mobile marketing in growth path

With digital becoming the ‘fashionable’ medium over the past couple of years, marketers are now looking at exploring the various avenues it presents. With the growing acceptance of new technologies, many new possibilites for marketing and ways to reach the TG have emerged. The mobile has gone from being the traditional third screen to the first screen for many, especially the youngsters.

Video, Social Boost US Mobile Content Consumption

One-third of US population will use social networking and video on mobile devices by 2016. With smartphone users expected to make up over half of US mobile users by next year, content consumption on mobile devices is also on the rise, including video viewing and social networking.

iPad Found Accounting for 89% of Mobile Shopping Revenue

The iPad accounts for nearly two-thirds of all mobile shopping sessions, and an impressive 89% of all mobile shopping revenue, says RichRelevance in April 2012 study results. With mobile’s share of total retail climbing to 4.6% in March 2012 (from 1.9% in April 2011), this means that the iPad now accounts for more than 4% of total retail revenue. Meanwhile, other iOS devices make up 4% of the mobile revenue share, with other mobiles holding the remaining 7%. The study found that all mobiles combined now account for 9% of total online shopping sessions.

Luxury retailers adapt to mobile age

A study conducted earlier this year by The Luxury Institute showed that 60% of high net worth individuals own smartphones, and of those, 67% used them to shop. 80% had downloaded an app.

Study: TV + Mobile = Results

Brands, if you’re looking for more bang from your video buck, look to mobile. That is the key takeaway from a new report out from Nielsen and AdColony. Through the study research found that combining television advertising with mobile helped to improve brand favorability and recall as well as purchase intent metrics.

Gartner: Worldwide PC Shipments Grow 1.9 Percent in Q1 2012

According to preliminary results by Gartner Inc., worldwide PC shipments totaled 89 million units in the first quarter of 2012, a 1.9% increase from the first quarter of 2011, when shipments reached 87.3 million units. These results exceed Gartner’s earlier projections of a 1.2% decline for the quarter. ”The results were mixed depending on the region, as we saw the EMEA region perform better than expected, while Asia/Pacific performed below expectations, in part because of slow growth in India and China,” said Mikako Kitagawa, principal analyst at Gartner. “While the PC industry has high expectations for strong growth in the emerging markets,…

Global mobile health market worth $8B by 2018

A recent report from Global Data pegged the global mHealth market as having a $500 million value in 2010 that will top $8 billion by 2018. The research firm argues that the rise of mobile health has been partially encouraged by the global financial crisis, which led to a focus on finding cost efficiencies in the system in addition to improved outcomes and quality of care.

Mobile vs. Desktop: Which has a better say in terms of local search?

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Mobile is predicted to outpace the desktop in 2015 in terms of local search – could it be of local intent or of mobile money – according to a recent study from BIA/Kelsey.  The mobile search is expected to generate 27.8 billion more queries than desktop search by 2016.

According to the report, mobile search is gaining traction because it affects consumers who are deeper in the purchase funnel, added with the handsets not treated as the main way of looking up information while consumers are on the go.

Consumers using mobile search have the tendency to look for instant information and capable of embracing into quick decisions, which according to the report, can be offer large implications to brands and marketers. The mobile local search has raked in 19.7 billion queries in year 2011 compared to the 54.9 billion queries acquired via desktop local search.  The gap between the two channels is expected to end in 2015 when mobile search queries will total 85.9 billion with desktop accounting for 84 billion.

As far as mobile money is concerned, the report revealed that the mobile is predicted to have a whopping 164% compound annual growth rate in local search revenue between 2011 and 2016; while the desktop will have to account 12.1%.

According to BIA/Kelsey, the study is a proof for marketers that mobile is capable of playing a crucial part of local search and is an essential marketing piece to any search marketing strategy. And while mobile devices are getting more sophisticated, location-based marketing is starting to play an increasing role on how consumers access to information while on the go.

As Senior analyst of BIA/Kelsey said, marketers cannot afford to ignore mobile anymore.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Why mobile ads in emerging markets are the future

There are 5.3 billion mobile subscribers around the world, meaning 77% of the world’s population uses a phone. The majority of those users — 3.8 billion or 73% of the group — live in emerging economies. Yet mobile advertising dollars spent around the world do not begin to compete with traditional platforms or Internet ads. As the Internet spreads throughout the developing world, it’s arriving on phones before traditional computers. Some 70% of Internet users in Egypt, 59% in India, 57% in South Africa, 50% in Ghana and 44% in Indonesia get online via mobile phones alone. This Jana infographic poses a question for advertisers — how will relevant content be delivered via mobile device?

“Asia will be a US$7 billion mobile ad market”

There’s no denying the fact that mobile advertising will flourish in 2012 and the coming years, particularly in the APAC region. Asia is already the largest mobile ad region in terms of mobile advertising spend. In fact, industry analysts predict that Asia will be a US$7 billion mobile advertising market by 2015. Smartphone penetration in Asia is expected to surpass feature phones in 2012. With this trend, there will be more emphasis on efficient buying methods to fill available mobile advertising inventory. More and more people are using their mobile devices to access the web as smartphone proliferation reaches every corner of the world. Not only are people connected, but their attention is increasingly tied to their mobile screen.

Local To Account for Two-Thirds of Mobile Ad Spend in 2016

Locally targeted ads are forecast to account for 65% share of total US mobile ad revenues in 2016,according to details from an April 2012 BIA/Kelsey Group blog post. Specifically, local will account for $5 billion of the projected $7.7 billion in mobile ad revenues. This represents a dramatic increase from the estimated $0.8 billion in locally-targeted mobile ad revenues in 2011, which equaled 45% share of the $1.7 billion total. This year, mobile ad revenues are predicted to be $2.7 billion, about evenly split

ABI Research… ‘Mazing Mobile Revenues Predicted For Asia (Analysis | Reports)

That’s up from less than 23 percent in 2011. In India, mobile Internet will represent 19 percent of this year’s service revenue. While the figures demonstrate the robust demand for mobile data across the Asia-Pacific, they still pale in comparison to the region’s more advanced markets like Japan (40 percent) and Hong Kong (44 percent). ABI Research Senior analyst Aapo Markkanen explains, “It’s in carriers’ interests to become part of the Internet value chain from early on. Strategic choices, such as those seen in Indonesia, can give operators a more integral role in defining the customer experience in a time when the local digital landscape is still being shaped up.

Smartphones Continue to Gain Share as US Mobile Usage Plateaus

The number of US mobile phone users will increase at a compound annual rate of just 1.8% between 2010 and 2016, eMarketer estimates, moving from nearly 75% penetration to 79% by the end of the forecast period. The number of total mobile connections in the US, including subscriptions to mobile phones as well as nonvoice devices such as wireless modem cards, netbooks, mobile Wi-Fi hotspots, ereaders, tablets and telematics systems, jumped in 2011 by 11.6%.

Mobile Internet Will Account for 25% of Service Revenues in China and 19% in India, Says ABI Research

Mobile Internet will account for 25% of China’s mobile revenues in 2012, up from less than 23% in 2011. In India, mobile Internet will represent 19% of this year’s service revenue. While the figures demonstrate the robust demand for mobile data across the Asia-Pacific, they still pale in comparison to the region’s more advanced markets like Japan (40%) and Hong Kong (44%). Senior analyst Aapo Markkanen explains, “It’s in carriers’ interests to become part of the Internet value chain from early on. Strategic choices, such as those seen in Indonesia, can give operators a more integral role in defining the customer experience in a time when the local digital landscape is still being shaped up. Moreover, such moves also allow them to gain valuable mindshare among local content providers and app developers.”

Nielsen: Global Consumers’ Trust in “Earned” Advertising Grows in Importance

Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising–an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years.

Agencies Should Reap Big Profits From Move Into Mobile Ads

Why do agencies hesitate to go after this low hanging fruit? Like aspiring swimmers and bicyclists, the simple answer is fear. Not of drowning or falling, but rather of being stymied by technology and saddled with additional expenses. Such fears are unfounded. Mobile technology, while advancing, is actually becoming simpler not only for Smartphone users, but also for agencies that see the value in crafting ad strategies and campaigns geared specifically for this burgeoning market.

Why it is time to mobilize your webcasts

As the smartphone and tablet marketplace continues to grow, so does the need to connect with people on their mobile device. Soon enough, mobile access will be the primary form of using the Web. Remember when landlines were the most prevalent form of communication? Now, most households forgo landlines for mobile phones as their main contact point. Mobile Web access is heading in a similar direction.

Digital and Mobile channels continue attracting global marketing spend

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The digital and mobile channels are reported to experience growth in terms of marketing spend, according to Warc’s Global Marketing Index (GMI), climbing to scores of 78.79 and 71.2, respectively. The press, on other hand, still acquired an increase to 36.1 from last month’s 33.5, even if experiencing the largest reduction in terms of expenditure. The radio industry improved slightly to 39.6 from 42.3; while TV and out-of-home to 48.8 from 48, respectively.

In global perspective, the report revealed that budget growth among global marketers have increased to 51.5 in March, which passed the threshold score of 50 for the first time since Warc’s tracking via GMI, as compared to February’s 49.3.

The report revealed respondents in the Americas as the most positive in spite of its drop from 62.9 to 59.7; while Asia Pacific climbed from 56 to 57.9, and Europe continued rising from 52 to 55 respectively.

Hotel industry poised for growth in 2012, half goes mobile

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Global hotel accommodation owners and managers believe their business will be more profitable (13%) this year with direct bookings expected to grow at 15%, said TripAdvisor on its February 2012 survey. The US hoteliers are most optimistic (65%) believing that the economy will improve this year, far ahead to counterparts, Germany and Italy.

Meanwhile, the TripAdvisor 2012 Industry Index revealed that 47% of global hotel accommodation and managers worldwide and 61% in the US plan to offer a program using mobile devices, such as mobile apps, special offers, and booking via mobile devices) this year.

Accommodation managers and owners will also be monitoring social media mentions this year: 65% said they will have their internal staff monitor travelers mentions, including 81% of US respondents.

IAB Survey: Rapid rise in mobile budgets shown in 300 US companies

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The latest survey conducted by Interactive Advertising Bureau (IAB) has indicated some mobile marketing issues of highest concern to marketers, which cover the issue on consumer privacy (40%), device operating system fragmentation (39%), and lack of standardized metrics (31%). The study on “Marketer Perspectives on Mobile Advertising” featuring 300 companies in the US revealed that marketers are generally happy with results achieved by mobile marketing across the range of key objectives:  the majority of respondents were reasonably satisfied with mobile advertising’s ability to deliver on increased engagement (59%), increased brand awareness (58%), customer relationship marketing (57%), and sales drive (54%).

Some important benefits are pinpointed in the study to have caused the success of mobile devices as an arising medium of engaging consumers. These include the appealing elements of mobile as an advertising medium, the high potential for engagement and personalization, and the opportunities to better align the messages to targeted audiences.

The survey also revealed the companies’ goals of adding the mobile medium on their advertising budgets. Some marketers embraced mobile advertising as part of their digital advertising strategy and full integration with other media (31%) while other 21% doesn’t prefer a full integration to other mobile media. Some companies (14%) use the mobile ad more ad hoc basis while 35% in experimental stage.

In allocating for budgets, 28% of featured companies said their current mobile advertising spend is from $50-$150,000 per annum with 7% allocating in excess of $300,000 per annum.  The study also revealed 55% of respondent companies at lower end of budget spectrum spending of $50,000 per year.

The survey also revealed some very significant factors in terms of increasing on mobile ad spend, budget allocation, mounting brand awareness, mobile advertising strategy, geographic focus, top priority mobile device, the increasing interest on tablets, the continued patronage on low end mobile devices, and satisfactory levels with agency partners. Read more