Chart of the Day: Smartphones aren't killing TV

Those of us accustomed to reading marketing reports are used to the idea that mobile is killing TV, and that TV is an ageing dinosaur destined to limp along for a while till it's finally declared dead. But the data reveals a more interesting picture. Time spent on mobile devices is growing fast, but it's not having a negative impact on TV viewing. TV viewing is shifting very slightly to video on demand and away from live TV, but TV viewing as a whole has held up solidly over the past 3 years. Time spent on smartphones has more than doubled, but this seems to complement rather than compete with TV viewing. The lesson is simple - rapid mobile growth is happening, but it doesn't mean old mediums are dying. Source: Nielsen Total Audience Report for the 4th quarter…

Chart of the Day: Mobile ad spend continues to skyrocket, but customer perceptions of mobile ads are still in the doldrums

Armani don't do infomercials. Rolex doesn't do direct mail. Ralph Lauren don't do coupons. Why do they ignore these often successful marketing tactics? Because if you put your ad for Rolex watches on a crappy leaflet and shove it through someone's door it degrades the brand. It detracts from it's luxury, it's exclusivity. The lesson is that it's not just the content of the ad that matters. The medium it's delivered in matters. This should make marketers wary about rushing head long into mobile ads when customers are reporting so many issues with them. There's no doubting that such a rush is occurring. Spending on mobile ads doubled in just two years - and will reach an impressive 143 billion this year according to Statista. And…

Consumers are spending most of their time on mobile, but the majority of ad spend still goes to desktop.

It’s 2017, but most marketers still pour their efforts into desktop campaigns first and mobile second. But with up to 65 percent of time online spent on a mobile device, marketers can no longer afford to treat mobile like an advertising afterthought. Mobile is driving growth in programmatic advertising — which allows marketers to buy ad space based on demographics and location — but desktop spending will exceed mobile for at least all of this year, and possibly into 2018. So while customers have already made the mobile switch, advertisers have yet to catch up. Once upon a time, it made sense to prioritize desktop campaigns. Until mid-2015, the majority of us accessed the web primarily through our desktop computers. For marketers, fewer formatting options made mobile campaigns less attractive, and because mobile devices don’t support cookies,…

Use these examples to help inspire your mobile marketing efforts

Marketing campaigns are going mobile. This isn’t a new trend; really it’s about catching up with where people are. It won't surprise you to know that over half of total Internet traffic now comes from mobile devices, and this figure is only going to increase. Marketing budgets are shifting to take account of these trends. A study by eMarketer shows US mobile ad spend increased by a whopping 50% last year, to account for 49% of digital ad spending. By 2019 this figure will increase to 72%, so annual growth rates will remain very high. Given this trend towards mobile, a key skill for digital marketers is going to be crafting effective mobile marketing campaigns that can engage audiences and deliver ROI for businesses. So here at Smart Insights…

Reviewing the Mobile ad landscape and the future of programmatic advertising

Simon Swan's Digital Marketing Essentials interview with Luke Jonas of Hatch London

I caught up with Luke Jonas a specialist in programmatic advertising and performance marketing. He previously worked at mobile advertising technology platform and is a co-founder of Hatch London, an agency that help businesses build and upskill their digital performance marketing teams. Luke has a wealth of experience across the digital sphere working for start-ups as well as for leading affiliate networks, and discussed with me how the rapid change in the mobile landscape the changing technologies, and the rise in programmatic advertising and the changes in advertisers looking to take media buying in-house. [si_guide_block id="67100" title="Download free resource – Programmatic Marketing Brief" description="Learn the key questions to ask when managing Programmatic."/]

Q1. You’ve worked in the mobile advertising space, can you let us know your thoughts on the opportunities in the…

First view lets brands get their video seen on Twitter

Importance: [rating=3] (For big brands advertising on Twitter ) Recommended source: Twitter blog Yesterday Twitter announced the release of a new ad product which opens up Twitter's most valuable real-estate for brands to get their message across. Called First view, it allows brands to pay to have their video appear in the very first moment someone opens their Twitter app or log onto, for a period of 24 hours. For now it is only video ads which can be promoted via First View, but Twitter is reportedly considering offering First View for different ad-options in future. The benefits of having your ad appear at the start very top of someone's Twitter feed is obvious. It is the best place for securing views and could be better for engagement as well. Offering brands this…

Was the ad actually seen by a human?

This is the question digital marketers have to ask nowadays when considering the effectiveness of their mobile advertising campaigns.

Why? Because viewability - the notion that advertisers should only pay for ads that actually have the opportunity to be seen by a human - isn't as easy to ensure as you think it would be.

It's difficult because it's complex

To gain visibility by advertising on mobile devices is complex. There are a lot of challenges to consider, including shrinking screen sizes, mobile apps and mobile data, and the general lack of sophisticated tracking systems.

Digital marketers want to harness the power of mobile and all the consumers flocking to use the platform. Yet, to do so, they have to understand the reasons why mobile viewability has become an absolute beast of a problem to…

How Twitter is killing '2 birds with 1 stone' with its new mobile app promotions

One of the biggest names in social media has finally joined the mobile marketing revolution. After Facebook announced that almost half of its revenue now comes from mobile ad sales, Twitter made the wise decision to revamp their mobile app to increase their revenue opportunities from advertisers. In April, the company announced an app install suite which takes advantage of their previous acquisition of MoPub in order to allow advertisers to reach their audience both on and off site. The new interface will allow for the marketing of other apps, giving users the opportunity to initiate an app download on their phone from within a tweet.

Meeting industry demands

By creating the ability to promote apps within their app, Twitter has given advertisers everything they need to capitalize on an ever growing market.  Now more than ever, people are connecting…

Measuring mobile activity with Google's mobile calculator

eBay Europe recently reported that UK consumer spend on mobile has increased by 55% year on year, and is set to grow a further 115% over the next 12 months.  Olivier Ropars, Senior Director of mCommerce at eBay Europe urges retailers to 'act now to turn this opportunity into an exciting reality'. I’d argue that leading retailers have made a serious investment in mobile already to improve the shopper experience throughout the purchase cycle. The IAB’s mobile retail audit of the top 50 UK retailers shows that most have invested in mobile: 74% now have mobile optimized sites, 62% have a mobile app, 48% have optimized their mobile search, and 14% have WiFi in-store. Leading brands are seeing healthy returns: eBay generated $8 billion in sales from mobile last year. But the mobile opportunity which Ropars describes is far from…

What does Facebook Home mean for Marketers?

Mark Zuckerberg finally unveiled  Facebook's mobile device strategy earlier in April. After a continuous swirl of rumours speculating the arrival of the Facebook phone from when All Things D first reported on project ‘Buffy’ back in 2011,  rather than building its own smartphone, as originally anticipated, Facebook has launched Home, its new software for Android operating systems. The app will see users’ traditional home screen and menu replaced with ‘CoverFeed’, which displays Facebook notifications, images and message.

So why the decision to create software rather than hardware?

Free to download, the app can effectively be accessed by any of the 680m mobile users who own an Android device. As Zuckerberg said himself: 'We're not building a phone, and we're not…

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