Tag Archives: mobile research

TheTMSway Weekly Radar on Mobile Marketing and Business

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With an Inherently Local Ad Base, Publishers Can Take the Mobile Lead

With mobile advertising experiencing 10-20% growth year-over-year, focus can be the big challenge for most people involved in the mobile space. With expansion is going to come diversification, as increasingly niche long-tail approaches will add depth to a field that till now has been in its infancy. Mobile advertising is currently largely national or online brands and products—especially with the explosion of ads in games advertising for other games. Local advertising makes up only a small percentage of mobile ad buys, and there’s little sense in this. Yet it’s not going to be local businesses themselves that correct this imbalance—it’s traditional local media publishers who are going to need to lead the local-mobile charge.

Singapore best market for digital media

Even though digital ad spend accounts for only 8 percent of the total advertising expenditure in Singapore, but the growth is steady and the digital ad market is expected to cross the S$100 million mark very soon. According to the Singapore Online Advertising Revenue Report released by The Interactive Advertising Bureau Southeast Asia (IAB SE Asia) Singapore Chapter, the digital ad spend for the period January to June 2011 is S$60.31 million.

Mobile to Account for 25% of Paid-Search Clicks by End of 2012

Mobile is rising faster than anyone anticipated and that’s good news for all kinds of marketers. The recently released “State of Mobile Search Advertising in the US” report by Marin, shows the click growth over the past year. If mobile continues on this path, Marin estimates that mobile will account for 25% of all paid-search clicks on Google by the end of this year. Most of the reason for the growth is the corresponding growth in smart phone ownership. It’s estimated that when you combine Android and iOS, there will be one billion phones in play sometime before the summer of 2013.

Global Marketers Optimistic About Budget Growth

As with previous months, digital (excluding mobile) and mobile channels continued to attract global spend in March, with index scores of 78.9 and 71.2, respectively. The press again experienced the largest reduction in expenditure, with a score of 36.1, although that was an increase from 33.5 last month. Radio also improved slightly from 39.6 to 42.3, though remained well below the threshold for rising expenditure. TV and out-of-home hovered around the neutral mark, at 48.8 and 48, respectively.

Post-PC digital marketing will lead the way for innovation: Digitas exec

NEW YORK – With a new age of educated and savvy consumers, digital marketing needs to be designed with a post-PC mindset, according to a Digitas executive at the 4th annual Mobile Marketing Day 2012 conference. During the “Digitas: The Agency’s View on Mobile Marketing” closing keynote session, an executive from the agency spoke about how mobile is the next breakout channel for digital advertising. The session also gave attendees examples of how some of Digitas’ clients are approaching campaigns from a mobile-first perspective.

Weather Channel: Cross-channel advertising is key to reaching consumers

NEW YORK – With the long string of mobile devices and platforms available to marketers, advertisers need to develop campaigns that combine multiple platforms, per an exec from The Weather Channel at the 4th annual Mobile Marketing Day 2012 conference. “The Weather Channel: How the Media Brand is Crafting Mobile Advertising Campaigns for Advertisers” session gave attendees an overlook of how mobile is playing a large role for the publisher. The session also revealed a couple upcoming mobile efforts from The Weather Channel.

Canada Hits Smartphone User Milestone

Smartphone users to pass 10 million in 2012 as penetration rate moves closer to 50%. Smartphones have irreversibly changed people’s mobile habits and how marketers interact with them. eMarketer expects that smartphones will continue to grow in popularity worldwide, and Canada, which will pass 10 million smartphone users this year, is no exception. In March 2012, eMarketer forecast that Canada will rival the US in smartphone users as a percentage of mobile phone users in 2012, at 46% vs. 47.7%, respectively.

JWT strengthens presence in Pakistan

Realizing the growing importance of digital marketing services in Pakistan, JWT has agreed to acquire stake in Converge Technologies in the country. 90 people strong Converge Technologies, provides a wide spectrum of digital, social and mobile marketing services in the country. With this acquisition in place, JWT will be able to further strengthen its dominant position in Pakistan, where it ranks among the largest creative ad agencies.

Europeans Expect Big Brands to Advertise on Outdoor Formats

Advertising in outdoor formats can help enhance a brand’s stature in the eyes of European consumers, according to [pdf] a CBS Outdoor International survey conducted by Kantar Media and released in March 2012. 74% of the more than 9,000 survey respondents hailing from 6 European countries said they expect big brands to be advertising on outdoor formats. The response was even more convincing among the young and technology-enabled: 18-34-year-olds (78%), smartphone or tablet users (80%), and 18-34-year-old device users (83%) were all more likely than the average to say they expect big brands to advertise on outdoor formats.

Internet Users in Mexico Faster to Adopt Mobile Devices

In December 2011, a global study by UM (formerly Universal McCann) titled “The Business of Social: Social Media Tracker 2012,” found that smartphone and tablet penetration rates among active internet users in Mexico stood at 45% and 16%, respectively, outpacing those of the US and Canada.

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.

Mobile Internet surges in the Philippines at 5%

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Internet usage in the Philippine region has a dramatic surge from zero percent in 2009 to five percent this year. One very important factor seen to this notable growth is the attractive tariffs and demand for social networking, according to Neilsen Media Philippines’ Net Index study.

460_Map-PhilippinesIn a report published in Manila Times, the research firm said that affluent young Filipinos are expected to spend more time surfing on the Internet through mobile phones. Neilsen Media has seen this consistent trend given that the cost of mobile devices and Internet access in the region are going down.

The study has revealed as well the activities that drive to mobile Internet usage in the region with instant messaging on top of the list at 77%, followed by e-mail at 75%, and short messaging service (SMS) at 59%.

Meanwhile, the social networking sites (SNS) made it as the most popular social media activity at 53%, followed by user-generated content at 30%. Blogging and forums, on other hand, are considered the least popular activities in the region with 7% and 11%, respectively.

The Philippines has over 29.7 Internet users, and Manila is considered a home to the largest user-base Internet in the country. The study, in this effect, was able to provide a strategic picture of the country in terms of online activities, cross-media usage habits, lifestyles and psychographics to their brand preferences.

Asia Pacific leads mobile marketing and advertising, ABI Research

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A recent report from ABI Research reveals the Asia Pacific region to lead the world in mobile marketing and advertising with global mobile marketing spending expected to reach more than $16 billion in 2011.

Question like — Why has mobile marketing and advertising been more widely adopted in some Asian countries than elsewhere? — the mobile marketing and advertising report has provided some aspects that affect to the market-consumer’s quick embrace to the new trend.

Most broadband-enabled countries such as Japan and Korea are on top list in which SMS text messaging, ad-supporting games and applications downloads, and mobile web are widely adopted, added the consumers’ knowledge to the following services. Read more