Tag Archives: mobile promotion

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.

TheTMSway Weekly Radar on Mobile Marketing and Business

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

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

Global market for mobile video $30bn by 2017

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

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

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

Android, Samsung top U.S. mobile phone market

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

Mobile ad market growing strong

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

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

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

Google Mobile Ad Sales See $2.5B Run Rate

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

Mobile Brings New Opportunities for Local Retailers

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

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.

 

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.

Fox channel’s The Killing goes interactive with TMS

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The Killing’s TV interactive campaign invites all APAC fanatics to vote in real time, participate in an exciting competition, and get a chance of winning a Smartphone.

TheTMSway has entered into a partnership with Fox channel to make its suspense TV series “The Killing” real time interactive. The company provides a TMS code “FOX 2010” integrated into The Killing TV spot promo wherein viewers can enter in their phone (going to www.TMSsearch.com) to instantly access to the optimized and localized version of the show’s mobile interactive site.  The site enables Asian fanatics to interact, vote, watch previews of the series every week, and get a view of exclusive trailers, such as the Spielberg’s upcoming series (Terra Nova).

The voting functionality, provided by TMS, enables Asian audiences to participate to a poll question of who, among the characters, is the prime suspect in the killing of Rosie Larsen. Every week, the mobile site reveals the pulse of the Asia-Pacific audiences. TheTMSway has also integrated social tools in the mobile site to enable sharing or recommendation to friends via email, Facebook, and Twitter.

Providing this service to FOX, TMS enables the channel to access unto the real time high value metrics and data which provide a better understanding of the viewer community and give opportunity for the channel advertiser to access to a new generation of Interactive TV spots that leverage a localized and personalized conversation with viewers.

Entertainment is filled with excitement as Fox Channel will give Blackberry Torch 9800 Smartphone for the ten (10) lucky winners. The competition applies to audiences in the south Asian countries within the scope and broadcast coverage of Fox channel: Philippines, Hong Kong, Macau, Taiwan, Indonesia, Malaysia, Thailand, Vietnam, Brunei Darussalam, Cambodia, Myanmar, and Maldives.

TheTMSway (www.thetmsway.com) is the provider of TMS, a post SMS Telco-free  short code system that takes brands and all forms of media unto an exciting interactive ‘touch point’, enabling consumers to immediately interact with an offer or content and share it with friends.

The Killing TMS promo is running on FOXSEA (and FOX PHI). The campaign runs until November 2, 2011.

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.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Interactive Marketing Spending to Hit $76.6 Billion in 2016

A new report by Forrester Research forecasts that U.S. interactive marketing spending will reach $76.6 billion by 2016, equal to TV spending this year and comprising 35% of all advertising. That’s a big jump considering that this year interactive will comprise 19% of all spending, according to Forrester. Search and display will continue to be the biggest pieces of the interactive spending pie, comprising 44% and 36%, respectively, in 2016, though search will have lost share from 55% in 2011. Mobile paid advertising and search will experience astronomic growth and are surpassing email and social this year, according to the report.

Now’s the Time to Think of a Mobile Strategy for Super Bowl 2012

The football gods have been kind and the lockout has ended. It’s the beginning of the NFL season, which means an increase in both avocado sales and healthy advertising budgets to capture the 20 million-plus weekly viewers. Although the season has just begun, advertisers and marketers are already thinking about the big game. Super Bowl XLVI, with a projected 100 million viewers, will be the seminal marketing event in the U.S. This year, NBC has nearly sold out of inventory at a going rate of more than $3 million per 30-second spot. Creative agencies are brainstorming concepts for witty TV ads with clever viral extensions. Media agencies are crunching numbers to ensure a communications mix that will drive results on paid and earned media.

Mobile Internet Users in Asia-Pacific to Double by 2015

eMarketer estimates that Asia-Pacific mobile internet users will nearly double from 623.3 million in 2011 to more than 1.22 billion in 2015. Asia-Pacific is economically diverse, but universally high mobile usage unites the region. Moreover, these users are increasingly looking at their phones as a first screen  whether to download media, access the internet or communicate with peers—and marketers…

IAMAI predicts 46 million Mobile Internet Users by Sept 2011

The latest report by IAMAI & IMRB sees 15% growth in Mobile internet usage on quarter on quarter. Mobile internet users to touch 46 million in September according to Mobile Internet in India report published by the Internet and Mobile Association of India [IAMAI] and market research leader IMRB here. The report also illustrates that Mobile internet usage has been witnessing a 15% growth quarter on quarter.

Smartphones strategy key to China mobile market

The scheme comes as China’s telecom operators are on the verge of adjusting their smartphone subsidy strategies – a step which could eventually drive their profit margins down closer to the levels seen at operators in more mature markets. As China’s operators have almost fully penetrated urban mobile markets, the new subscribers they are adding are mostly rural users, who generate far lower revenues. The carriers are therefore under pressure to get as many of their moderately affluent subscribers to start using smartphones as those devices encourage heavier data applications, which will in turn generate more revenue.

Telecom investments to hit $2.4bn by 2020: Report

According to a report prepared by the Pakistan Telecommunication Authority, the total telecom investments in Pakistan will reach $2.4 billion by 2020. Telecom sector revenues will cross Rs620 billion by the same year and mobile subscribers are expected to be around 161 million, approximately 89% of the total population. According to the Vision 2020 document, owing to the continued trend towards mobile services, fixed line subscribers would more or less maintain the 5 million average till 2020 while broadband subscribers are expected to be 19.5 million.

Brands in Asia-Pacific Find Success Building Trust Online

Digital media drives interest in top brands among consumers in Asia-Pacific. While the economies in the US and Europe continue to show slow or non-existent growth, Asia-Pacific has been top of mind for many consumer-facing brands looking to expand profits and market share worldwide. eMarketer estimates online ad spending in Asia-Pacific will reach a total of $19.3 billion in 2011, but how are the region’s 945 million internet users responding? According to research commissioned by TNS and Campaign Asia, many top brands are finding success through digital media.

Moving with the rising mobile Internet demand

MANILA, Philippines—In a progressive mobile Web industry, it has been a challenge for operators to keep up with the demand of their consumers. In Asia, where some of the world’s most competitive economies are, mobile phones are the dominant access to the Internet for a lot of people. John Giere, Products and Marketing Senior Vice President of Open Wave Systems, said that if mobile operators want to value above and beyond data access and transport, they must “take a page out of the Web playbook while still focusing on their core strengths.”

Asian Stocks Climb as Exporters Rise on Fed Stimulus Speculation

Aug. 23 (Bloomberg) — Asian stocks rose, with the regional benchmark index rebounding from its lowest level in almost a year, as exporters climbed on speculation that the Federal Reserve will announce additional measures to shore up the recovery in the U.S. Samsung Electronics Co., South Korea’s biggest exporter of consumer electronics, gained 5.5 percent in Seoul. HTC Corp.

China Mobile Net Profit Reached CNY61.3 Billion In H1 2011

Chinese telecom operator China Mobile has published its semi-annual results ended June 30, 2011, stating that its profit attributable to shareholders reached CNY61.3 billion, a year-over-year increase of 6.3%; and its net profit rate reached 24.5%. China Mobile said that during the first half of 2011, its operating revenue was CNY250.1 billion, increasing by 8.8% compared with the same period last year. Its revenue from value-added business increased by 18.5% year-over-year to CNY80.4 billion, accounting for 32.2% of its total operating revenue.

Tablet Shipments to Approach 250 Million Units in 2017 – Research

Years after the first introduction of prototype concept devices known as mobile Internet devices (MIDs), the tablet fulfilled the promise of this product category. Market research firm In-Stat predicts that in the year 2017 approximately 250 million media tablets, or 0.68 million per day, will be shipped.

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

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

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

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

TheTMSway News: CEO Jonathan Ellis shared top 5 mobile marketing tips at Campaign Asia

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The mobile marketing is consistently at the global forefront with several news stories coming out – all talking about this kind of marketing strategy.  But one thing for sure, brand marketers are expecting for a concise and truthful guide in their decision-making:  where and how should they position their mobile marketing approaches?

Jonathan Ellis, CEO of TheTMSway, has spoken recently with Campaign Asia and shared his top five mobile marketing tips. Here’s a piece of it.

Five things you need to know about mobile marketing

By Jonathan Ellis | Mar 11, 2011

Jonathan Ellis, CEO of TheTMSway, shares his top five mobile marketing tips.

Jonathan Ellis, CEO of TheTMSway

1. Clearly identify your audience and understand the mobile statistics about the countries that you target in your campaigns.

In other words before ‘media hype’ lulls you into focusing your marketing or development budget on the Apple platform exclusively, consider this simple fact – 96.5 per cent of mobile users don’t use iPhones. Today the mass market is owned by the likes of Nokia and Samsung. Even when you break down smartphone users, 84 per cent don’t have an Apple handset.

2. There is a myth that only people with smartphones can access the mobile web. This is utter nonsense as many handsets can surf the mobile web. Most handsets able to access the web are feature phones. In 2011, over 85 per cent (global number) of new handsets will be able to access the mobile web. Today, in developed countries, 90 per cent of mobile subscribers have an internet-ready phone.

3. Mobile web or app? Everyone hears about successful apps. While these sound impressive, they don’t mean much without understanding the retention rate (e.g. how many people are still using the app a second time, a week or a month later?) The download stats provide an incomplete and inflated view. High usage numbers always look great but if customers never use the app or abandon it just after a few times, those high download numbers are really part of a high churn rate.

A study by Localytics (January 2010) found that many apps are downloaded, tried once and then discarded. A web app (mobile web site) can be provided at a lower cost for a better result as it can be device or operating system ‘agnostic’. Just make sure that you work with a partner that can provide you with content or an offer that is optimised, localised and personalised for the end user. This will ensure that no potential customer has a bad experience interacting with your brand (e.g “it doesn’t work on my phone”).

4. A standalone medium or an integrated ‘bridge’ to consumers in any media campaign? If you only use mobile via ad display then you will face the ever increasing problem of spam and privacy issues. If you use other channels such as traditional media, social media or promotional material you must use mobile as a ‘x1 click’ way to connect consumers from your media.

5. Does analytics matter? You need to have clear identifiable goals and a means of measuring whether they are achieved in advance of launching any mobile initiative. Analytics are today readily available and thus makes this a highly measurable route to market (e.g. what, why, when, from where and how many?).

Campaign Asia News: http://www.campaignasia.com/Tools/Print.aspx?CIID=249888