mobile advertising
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Posted by: Viki ZabalaDecember 19, 2012
- Industry estimates from eMarketer indicate that total mobile ad spend in the U.S. will end 2012 better than expected – at 180 percent total growth from 2011.
- A recent comScore report revealed that smartphone penetration has reached 55 percent amongst Europe’s five largest markets collectively, with device manufacturers competing in a close race.
- New statistics showed increased optimism about the future of mobile in commerce and advertising, which have both demonstrated rapid growth.
Advertisers can “be of good cheer” this holiday season: growth estimates of ad spend have increased from $2.61 billion to $4.06 billion, equivalent to 180 percent growth year over year. Statistics from eMarketer included display, search, and message-based advertising across devices, wrote Steve Smith of MediaPost. A large chunk of the boom was attributed to the strong performance of native ad formats from Facebook and Twitter, but Google continued leading mobile advertising. For 2013, eMarketer predicts that the industry would see a 77 percent growth and total mobile ad spend will hit $7.9 billion.
Smartphone penetration in the five leading European markets has hit 55 percent collectively, according to a recent comScore report. The study found that 47 percent of users in these leading markets on Google’s Android operating system, and that Spain had the highest smartphone penetration rate, at 63 percent of mobile phone users. In the U.K., Apple is the leading device manufacturer, but is losing in wider Europe, as Samsung has stolen the No. 1 spot. These numbers are bound to shift in the coming weeks, as the holiday shopping season was not represented in these figures, reports Ingrid Lunden of TechCrunch.
In the U.S. market, comScore reported a 13 percent increase in retail ecommerce spending, after analyzing data from the past six weeks of the holiday season. Mobile commerce and advertising both grew more rapidly than expected because of the seamless experience that mobile provides to consumers across advertising mediums and purchase channels, according to eMarketer. “The peak spending period may now be in our rear-view-mirror – but the online holiday shopping season is not over yet,” said comScore chairman Gian Fulgoni in a MobileMarketingWatch piece.
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Posted by: Viki ZabalaJuly 25, 2012
New industry research indicates that Apple's iOS devices generate the most traffic for ads, while another study this week reveals the burgeoning growth of the mobile search and discovery market. And while we don’t know when it will arrive or what it will look like, an industry commentator predicts that an iPad Mini has the potential to “crush” Google’s Nexus 7 tablet.
According to an Opera Software report released this week, Apple’s devices are the most user-friendly and, in turn, generate the most traffic for mobile advertisers (46.5 percent).They also own a 61.4 percent share of mobile advertising revenue. “In addition to a solid user base, Apple has users who tend to spend more time on engaging advertisements usually featured on iOS,” writes CNET’s Donna Tam.
In other industry research news, IntoMobile is reporting on the latest Juniper Research study, which indicates that the mobile search and discovery market will grow to $15 billion by 2017, a threefold growth over what it is expected this year. According to the report, the vast number of apps crowding the app stores today is driving adoption of discovery services. Additionally, Google’s “domination” of the mobile Web search space has prompted other players to seek new ways to differentiate their products in a largely commoditized market. Full report findings can be found here.
Though Google’s Nexus 7 tablet has proved popular during its first few weeks of availability, Forbes’ Brian Caulfield predicts that Apple will soon respond by launching an iPad Mini which will “almost certainly crush Google’s Nexus 7.” He argues that Apple has three strong advantages over Google – more content, more apps and a better distribution network.
And as the world gears up for the summer Olympic Games opening on July 27, ZDNET has compiled a list of free iPhone and iPad apps to help visitors make the most of their time in London. From the “Official Results” app that delivers up-to-the-minute details on Olympic medalists to a “Tube Map” app that helps tourists navigate the city’s public transportation, when it comes to the 2012 Olympics, there’s an app for that.
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Posted by: Viki ZabalaJune 22, 2012
As we’ve discussed in depth on our blog over the past several months, Apple’s planned phase-out of the UDID has resulted in significant confusion across the app marketing community. During this time of uncertainty, some marketers are looking more closely at Google Play to fuel their continued growth in mobile. And while we’d never suggest that the iOS market be ignored, Android’s Google Play offers a very compelling opportunity that can benefit your business in exceptional new ways. However, some of these ways are very different than what you may be accustomed to with your iOS marketing program.
For marketers interested in exploring the opportunity Google Play represents, or for those who believe their current Android ad campaigns could perform better, we’ve developed a new eBook on what you need to know to improve Android app discovery, drive more installs and generate long-term, loyal usage.
In the new eBook, you’ll discover four “must-know” differences between Google Play and Apple’s App Store, including:
1. Deeper Marketing Attribution and Optimization
Google Play offers a marketing attribution framework that gives you insights that help you make more informed advertising decisions. A piece of tracking code called an “Android Referrer” anonymously “attributes” each of your app installs back to the ad network and ad creative from which that install originated. This marketing attribution gives you valuable intelligence, while effectively balancing the need for user privacy. But, what good is insight if you can't act on that insight? Download the eBook to find out how you can use this data to optimize your media campaign spend.
2. Organic Discovery that is “Search” Driven
We all know how important organic discovery is. Organic users seek your app on their own—without paid advertising. These users are not only “free,” but are much more likely to become loyal users than those who install your app after viewing an ad. The good news for Android app marketers is that you have more tools to drive organic users on Google Play than you do in Apple’s App Store. Google Play provides a robust search capability, making it easier for users to search for apps of interest no matter what the rank. In fact, approximately 75 percent of organic downloads on Google Play originate from a user search.
3. More Cost-Effective Advertising
Like iOS, the Android ecosystem has dozens of third-party ad networks that perform well in driving user acquisition. But overall, there is a greater supply of ad inventory for Android compared to iOS. A recent analysis of available advertising inventory shows that Android is able to deliver 12 percent more ad inventory than iOS. This extra inventory has driven down Android user acquisition costs substantially.
4. Immediate App Approval Process
The app market moves fast and is constantly changing, and marketers with the ability to adapt quickly can gain a significant competitive edge. Google Play provides a perfect environment for apps that need to adapt quickly to changing market dynamics. Developers can react to feedback quickly and have an app update available on Google Play literally in a few hours. In contrast, updating an app can take weeks with iOS due to the App Store’s submission and approval process.
Check back next week for six tips gleaned from experienced Google Play marketers. Or download the free eBook, Android App Marketing and Google Play - What You Need to Know, today.
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Posted by: Viki ZabalaJune 8, 2012
A new week brings a new batch of Apple rumors. This week, insiders are reporting Apple will launch its next-generation iPhone and the iPad Mini this September. And newly released data indicates that Android still dominates the U.S. smartphone market, while Samsung remains the most popular handset maker. And while we typically think of the younger generations as being constantly connected, a new report reveals that, for the first time ever, more than half of U.S. adults over the age of 65 are online. Read on…
Digital Trends is highlighting the latest Apple rumors which suggest the company is preparing for an exciting September. One analyst is predicting Apple will unveil the iPhone 5 and the iPad Mini this September. And 9to5Mac’s Mark Gurman is reporting that Siri will “break from the confines of the iPhone 4S and arrive on the iPad in iOS 6.” At this point, there is no telling what Apple is up to, but many expect to learn more about the company’s product plans next week at the highly anticipated WWDC.
CNET is reporting on recently released data from market research ComScore. According to the numbers, Google’s Android operating system remains king of the U.S. smartphone market, capturing 50.8 percent of the market, while Samsung remains the most popular handset maker among subscribers. ComScore also found that 50.2 percent of U.S. mobile subscribers downloaded apps to their devices – increasing 1.6 percent since January of this year.
And in other Android news, IDC released a new report suggesting 2012 would be the “year of Android.” The Next Web is reporting on the study which indicates that Android will hit its peak in 2012, and that Microsoft’s Windows Phone platform will become the number two OS smartphone by 2016.
Many mobile apps are making the cloud their new home. Mashable is reporting on the relocation of some of today’s hottest apps, citing three primary reasons for their big move: accessibility to data from multiple devices, lower cost and increased speed for businesses. Due to the increased consumption of mobile apps, development projects centered around mobile apps are projected to outnumber PC-based projects four to one by 2015. Check out an infographic – A Mobile Storm in the Cloud: How the Growth of Mobile is Driving Cloud Computing – here.
Mashable is also highlighting a new study by the Pew Internet & American Life Project which found that 53 percent of seniors use the Internet. Of those who are reportedly connected, 70 percent indicated they accessed the Internet every day. Other forms of technology are also becoming increasingly popular among seniors—70 percent now own a cell phone, up from 57 percent in 2010.
And earlier this year, the Interactive Advertising Bureau estimated U.S. mobile ad spending would hit $1.6 billion. MediaPost is now reporting on new numbers issued by the IAB this week which indicate that globally, mobile advertising hit $5.3 billion in 2011.
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Posted by: Craig PalliJune 8, 2012
Wall Street Journal View on Privacy – Some Food for Thought
A recent Wall Street Journal article – Ad Networks Bypass iPhone Privacy Rules – criticized two UDID-less attribution methods – ODIN and OpenUDID – as potentially opening doors for privacy issues. The article has prompted discussions across the mobile advertising industry, and has the potential to generate further uncertainty and confusion during a period when the mobile industry is working very hard to transition away from the UDID.
Here at Fiksu, we’ve been vocal about this evolving topic, and while we have a different perspective than the WSJ authors on privacy risks associated with ODIN and OpenUDID, we recognize that many brands have serious concerns. We’d like to offer additional commentary that did not make the story.
First and foremost, the article implies that “tracking” is synonymous with the collection of personally identifiable information (PII) – which is simply not the case. In fact, IDs for both ODIN and OpenUDID methods are NOT linked to PII at all. In addition, OpenUDID has no link to the hardware device. There are other safeguards in place to protect consumers with these methods – OpenUDID has an opt-out mechanism, for example.
There are other available attribution methods that do not share IDs across apps that were overlooked in this piece. Cookies are private and non-shareable on iOS, and digital fingerprinting does not utilize an ID at all – it instead uses combinations of non-unique attributes of the device such as IP address and header information to statistically estimate conversions.
Ideally, a single solution supported by Apple would be the best method for mobile marketers. Some have even speculated that Apple will unveil a UDID alternative during its highly anticipated WWDC 2012, taking place next week in San Francisco. But for now, each available attribution technology on the market has its limitations.
We recently introduced our iOS SDK Version 2.0 to help our customers future-proof their businesses and reach the broadest range of mobile network and traffic sources, while effectively balancing consumer privacy. We realize that some attribution methods available today could be potentially scrutinized, so we’ve opted to support the broadest range of methods possible including and beyond the UDID. This gives organizations the freedom to disable any methods they may not be comfortable with. And as marketing dynamics continue to rapidly evolve, our SDK enables marketers to change supported forms of attribution as needed.
If you are interested in learning more about SDK Version 2.0, please join us for a free webinar, "Marketing Attribution – Beyond the UDID" on Friday, June 15 at 11:00 a.m. EST. To register, visit http://www.fiksu.com/resources/webinars/marketing-attribution-beyond-udid.
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Posted by: Viki ZabalaMay 25, 2012
The president himself is on board the mobile app train, and is actively urging government agencies to go mobile this week. And in other news, the “Big Apple” leads Millennial Media’s Q1 device ranks by a wide margin (28 percent for brand, 15 percent for the iPhone), with Android coming in at a strong second. Read on for more…
In an effort to “better serve the American people,” President Barack Obama has issued an order for all government agencies to offer at least two services, used by the public, available in the form of mobile apps within the next 12 months. Mashable is reporting on the newest memo to come out of the White House, entitled “Digital Government: Building a 21st Century Platform to Better Serve the American People,” which says that “for far too long, the American people have been forced to navigate a labyrinth of information across different government programs in order to find the services they need.”
TechCrunch is highlighting Millennial Media’s latest report, which indicates that Apple remains the strongest brand leader and most popular device maker on the Millennial ad network, with Android coming in at second. When examining popular apps, the report found that the games category remains the most popular, growing by 10 percent over last year. Music and entertainment took the number-two position.
From ads and apps to commerce and gaming, Business Insider is reporting on the Mobile Advertising Conference, which will take place in New York on June 14. We’ll be attending to learn about what is in the pipeline for the fast-growing world of mobile advertising. There is still time to sign up!
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