Mobile Marketing involves reaching customers and prospects when they’re using the internet away from the traditional home/office desktop environment. The increased usage of smartphones, tablets and similar mobile devices has made mobile marketing a must for many online businesses.

Android Google Now Updates To Include Public Transportation Alert & Upcoming “Nearby” Feature

android AndroidPolice.com reported two new Google Now features last week, a public transportation alarm to alert users when they have reached their stop, and the soon to be released "Nearby" feature that lets users - and devices - know when they are in close proximity to each other. While the public transportation alarm appears to be live, AndroidPolice.com's report claims the Nearby feature is still in development, but will be launched soon. "We've received information indicating that Nearby will come with an upcoming Google Play services update," writes AndroidPolice.com's Liam Spradlin, "Whil [...]


McDonald’s GOL! App Turns Its Fries Into An Augmented Reality World Cup Game

mcd_gol_app The FIFA World Cup kicks off in Brazil next week, but McDonald's has given soccer fans around the world a way to get in on the action right now. As part of their global sponsorship of the FIFA World Cup, McDonald’s changed the red packaging of its fries. Working with The Marketing Store, DDB Chicago helped create 12 new packaging designs – each representing a different artist’s passion for the world’s biggest soccer tournament. DDB Chicago used the packaging as a mechanism to launch McDonald’s customers into a new digital app experience called McDonald’s GOL!. The app is do [...]


3 Ways To Use Keyword Planner To Improve Your Mobile Search Visibility

mobile-devices-featured Last month, we discussed what we can learn about mobile searchers from Google's redesigned keyword planner, including that mobile searchers are often local searchers and that most of them use "near me" instead of "nearby." This month, I want to give you three specific ways you can use the new Keyword Planner data to help your business become more visible to mobile searchers. Data-Driven Mobile Configuration Strategy The first thing you should do is look at your high-revenue, brand keywords to see how the majority of searchers are finding you and your competitors online. This can help you [...]


ComScore April 2014 Smartphone Report: Apple & Android Continue To Lead

comscore-logo According to comScore's recent smartphone market share numbers, Apple was the top manufacturer in April, while Android kept its lead as the top smartphone platform. Facebook was the No. 1 smartphone app, followed by three Google apps: Google Play, YouTube and Google Search. With 41.4 percent of the market share, Apple kept its lead as the top manufacturer even though its market share had a slight drop (.2%). Samsung ranked No. 2 with 27.7 percent market share, followed by LG, Motorola and HTC. Representing 52.5 percent of the market share, Android was the top smartphone platform i [...]


Meeker Report: Mobile Advertising Spend Falls Far Short Of Consumer Habits

OpenX Mobile Video Ad SDK When Mary Meeker, partner at Kleiner Perkins Caufield Byers, released her annual Internet Trends Report released this week there weren't many surprises. However, one of the slides called out the gap in advertiser spending on mobile relative to the time users spend consuming media on mobile devices and the enormous opportunity mobile still presents. The graphic is clunky, but the takeaway we're meant to grasp for mobile is that it's still being undervalued by advertisers. Users in the US spent 20 percent of their time consuming media on mobile devices last year. Yet, advertisers dedicate [...]


The Convergence Of Mobile Apps & Search Is Happening. Get Ready!

future_of_search_results Weather forecasters often talk ominously of “convergence zones,” the areas where two flows of fast moving air come together to create interesting weather patterns. If I were to put on my weather forecaster hat to predict the future of search, I’d say we’re sitting right in the middle of a convergence zone between the web and the fast-growing state of native mobile apps. These two forces are coming together quickly, and when they do, the future of search will be incredibly interesting. But what does interesting mean, exactly? Over the past couple of weeks we’ve seen two an [...]


Slick Cross-Platform App Distribution Tool ‘Beta’ Is Released By Twitter’s Crashlytics

crash Earlier this year, Apple bought the popular iOS app distribution tool TestFlight along with the parent company Burstly to bolster its suite of tools for developers. To nobody's surprise, TestFlight quickly terminated Android support in March. So what's a multi-platform app creator to do? Enter Crashlytics's new tool 'Beta.' Last year, Twitter acquired Crashlytics, a mobile crash reporting solution, and folded the features into the main Twitter product. Well this year, the Crashlytics team has continued its innovation by creating a "fun" tester experience that is fully integrated with C [...]


How To Create Memorable Mobile Video Content: Tips From 3 Pros

video2 It probably won't surprise you that a majority of the usage on today's popular social platforms is via a mobile device. In fact, of the big six (Facebook, Twitter, LinkedIn, Tumblr, Instagram and Pinterest), only Tumblr (54%) and LinkedIn (74%) have more desktop usage than mobile (source: Wall Street Journal). A statistic that may surprise you, however, is the fact that now, 40% of all YouTube watch time comes from mobile devices. Considering the fact that social networks are major drivers of video consumption, this number will continue to skyrocket over the next few years. Because hu [...]


What To Expect And How To Prepare As The U.S. Mobile Landscape Matures

mobile-video-tablet-600 Marketers of late have been inundated with the idea of the proverbial rising tide of mobile. But by mid-2014, this idea, while still certainly still ringing true for many emerging or developing markets, has largely run its course within the U.S. The tide rose, we're standing waist deep, and, as the landscape steadies, the short-term shifts have become less dramatic. To get away from the analogies, both the domestic smartphone and tablet markets have largely reached maturity, and more subtle shifts in computing behavior are now on the horizon. Consider that for U.S. markets, analysts h [...]


Is AdSense For Mobile Apps Ruining Your Google Display Network Results?

Device-clicks Have you checked your Google Display Network (GDN) campaign placements recently? If the answer is no, then I would take a look ASAP -- chances are, you're appearing on a hell of a lot of apps now, and you might need to make some adjustments to your campaign in order to improve your results. The Issue Eighty percent (80%) of people's time on their mobile device is spent in an app now, and this has caused a significant shift in the traffic available on the Google Display Network via different devices. We all know that there's been a big shift in the amount of time people spend on mobile de [...]


Effective Mobile Marketing Across Retail, Travel, Automotive & Financial Services

mobile-devices-analytics-featured A recent eMarketer report, "U.S. Tablet Users: Q1 2014 Forecast and Comparative Estimates," predicts that the number of dual tablet and smartphone users will reach 140 million U.S. internet users by 2018. Because of this growth, marketers across industries are working to identify the most effective digital practices for engaging users, driving app downloads and increasing conversion rates. While marketers across verticals are generally working toward the goal of creating more engaging brand experiences across all platforms, mobile marketing strategies can differ by industry. Retail [...]


New Display Research: State Of The Industry Retargeting Report #4

soti-retargeting-q2-2014-chango The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing. Paid Social (FBX, Twitter Tailored Audiences and LinkedIn) has shot onto the scene relatively recently; yet, respondents reported having their own dedicated budgets for them and reported this channel as their path to solving the problem of connecting [...]


This RFID-Enabled Billboard Displays Cost Of A New Audi Based On Collected Trade-In Value

audi_instant_evaluation_rfid Some people might interpret this as an invasion of privacy. Others might appreciate that they'd have to take one less step when considering the purchase of a new car. Working with Audi in Brazil, AlmapBBDO Sao Paulo created the Audi Instant Valuation Billboard. The agency had an Audi employee valuate cars parked in public spaces. The employee would register the model, year and value of the vehicle on a tablet. A flyer with an RFID tag was placed on each car's back window. The tag stored all the information collected by the Audi employee. As the vehicle approached a sensor near the exit of [...]


Google Eyes Future For Enhanced Campaigns: Ads On Thermostats, Wearables, Refrigerators And More

google-logo-glow-featured Google is looking ahead to a future in which ads are served up on any number of "smart" devices in your home, in your car and on your body. In a letter to the Securities and Exchange Commission the company makes its case for not breaking out ad revenue performance by mobile devices in part by saying the definition of "mobile" is continually morphing and it could soon include serving ads on any number of devices beyond the smartphone, tablet and desktops of today: We expect the definition of “mobile” to continue to evolve as more and more “smart” devices gain traction in the mar [...]


OpenX Releases SDK For Mobile Video Advertising In iOS And Android Apps

OpenX Mobile Video Ad SDK OpenX Technologies released a software development kit (SDK) today to help developers monetize their apps with mobile video advertising. “As mobile usage growth continues to soar, publishers are seeking more sophisticated ad formats beyond the simple mobile banner, which has become less effective,” said Martin Price, head of mobile products, OpenX in a statement. “Video has shown tremendous potential as a meaningful advertising medium, especially on mobile devices." The SDK is available for both iOS and Android developers and supports new video ad formats including pre-roll, mid-ro [...]


MoCo: Mobile, Content & Advanced SEO. How To Prepare

mobile-websites-smartphones-featured What does it mean to be "mobile ready"? You might say having a mobile responsive site -- and that's certainly part of it. But there's much more that goes into ultimately creating an excellent website experience for your ever-expanding and ever-discerning mobile user base. It's a fact that people are starting to use smartphones as the go-to device. According to Google's 2013 Mobile Search Moments study, 77% of mobile searches occur at home or work, even when a PC is likely nearby. We know that smartphones are often used as a multitasking accessory to other devices as well, with 82% using [...]


Last-Mile Local Marketing With Mobile: An #LSA14 Retrospective

shutterstock_112609958-mobilelocal Mobile devices are our own personal Sherpas -- or, as Woz said in his popular keynote, "your most trusted advisor in the world." Marketers are soaking up real-time info based on our location-based needs so they can reach relevant consumers' hands whenever and wherever -- ideally in the Last Mile of the purchase cycle. This is the message I addressed at the Local Search Association (LSA) Annual Conference (#LSA14) two weeks ago, and the theme came through in a number of valuable sessions. More And More Mobile comScore's executive chairman and co-founder, Gian Fulgoni, discussed the changin [...]


Bye, Bye Banner: Emerging Display Formats & What Marketers Need To Know

iab-ad-formats-600 A renaissance in digital display advertising is underway which will finally put an end to the tyranny of the banner. Smart publishers, brand marketers and agencies will participate in creating the new digital advertising order by adopting and experimenting with new mobile, native, digital video and, yes, browser banner formats like the IAB Rising Stars. (Disclosure: IAB is my employer.) A digital ad ghetto, consisting of the right rail and leaderboard, became embedded in the digital advertising world early and has stubbornly held on despite advances in device forms and capabilities, band [...]


Mobile Video Ad Inventory Skyrockets, More Than Tripled In Q1 [Report]

mobile-video-tablet-600 [caption id="attachment_83607" align="aligncenter" width="600"] Mobile Video Ad Inventory Growth & CPM Change By Week[/caption] Mobile video ad inventory grew exponentially last quarter. In the US, the number of mobile video ad auctions increased 350 percent from the previous quarter according to TubeMogul's Q1 2014 update on the programmatic video advertising market. The average number of mobile video ad auctions on the TubeMogul platform topped 860 million in Q1, up from 192 million average auctions in Q4 2013, as consumers consumed more media on mobile phones and tablets. CPMs [...]


Yahoo Adds Mobile-First Image Rich Ads To Native Lineup

Yahoo_Logo Yahoo today announced the availability of new image-driven native ads across Yahoo properties including weather, mail, sports and finance. The ads feature larger images and are now included in Yahoo Gemini, the ad marketplace for Yahoo's mobile and native ad formats that the company launched in February. With nearly half of Yahoo's traffic now coming from mobile devices, the company says the ads were designed specifically for mobile, but will also appear on desktops. When users tap on the ad, it will either transition to a full-screen visual (as shown in the Netflix example above) or take t [...]


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