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Mobile advertising is increasingly important, as cell phone adoption rates, especially smartphone adoption rates, soar. After a tough 2009, advertisers are expected to increase mobile and digital marketing budgets over the next year.
If that isn't enough data to show that SMS is an essential communication line, there's more.
Philbin explained that click-through rates (CTRs) and conversion rates for text messaging are much higher than rates for e-mail and Internet display, two channels that win larger percentages of marketing budgets than mobile.
The response rates that marketers experience via texting campaigns are definitely attractive. What's perhaps one of the most interesting reasons to advertise via SMS is that "about 90% of all textmessages are read within three minutes of their delivery, and over 99% of all text messages are read by the recipient," according to a whitepaper on conversational advertising [PDF] by SinglePoint. With Google’s acquisition of AdMob and Apple’s acquisition of Quattro Wireless, which led to their introduction of iAd, we're bound to see a pretty heated tech battle in the coming year, as both networks will be going head-to-head, focusing on rich media advertising.
Eric Litman, CEO of Medialets, a rich media advertising and analytics platform for mobile, discussed why experimentation with rich media is bound to happen.
First, Litman pointed out that rich media ads offer more in-app interactivity via video, sound, gaming, and so on. Srini Dharmaji, CEO of GoldSpot Media, a rich media and video advertising platform for mobile, also illustrated the pros of rich media, including higher CPMs (cost-per-thousand impressions), but he pointed out a few downsides as well.
Even with the lengthy creation process, publishers and advertisers are taking an interest in and experimenting with rich media ads. One of the biggest decisions for mobile marketers this year is whether they should build a mobile site or app — or both. Furthermore, with the number of different device types, operating systems, and screen sizes available, the decision can be even more daunting. It is estimated that by 2014 half of Americans' web browsing will be done on mobile devices. Dharmaji commented on the evolution of mobile web and apps, saying, "Apple is all about mobile apps, and Google is all about mobile web. With location being the talk of the year, we're looking forward to the evolution of location-centric mobile apps, and in terms of advertising, we're excited to see how advertisers will utilize them. However, a recent study indicates that this year may not be the time for location-based marketing, as only 4% of the adult Internet-using population has utilized any kind of location-based service, and just 1% of all adults check-in to a location at least once a week. For advertisers, marketing within apps is as easy as creating an ad-campaign targeted to a specific audience. A conversion rate of at least 15-20% is quite amazing, and it goes to show that location-based ads can provide value for consumers when they are optimally placed and timed. Lastly, with the explosion of Internet video consumption, it is assumed that mobile video will also be largely adopted in the coming years. By 2013, some even believe that video will be so widely adopted that it will be a significant driver of mobile data usage — occupying an estimated 66% of mobile traffic, Cisco forecasts. With video taking an increasingly important role in the mobile market, advertisers should keep their eyes open for opportunities to try out new advertising options. There’s no doubt that mobile has gone mainstream with consumers increasingly on the move and companies seeking more ways to stay in front of their eyes and right at their fingertips. First, the infographic details the important differences between mobile websites and mobile applications on issues such as user access and digital accessibility. Then, usage becomes the focus with graphic evidence showing the amount of time users spend on both mobile means.
In terms of reach and engagement, the lines become more blurred as research reveals mobile websites having much higher numbers of impressions and visits. Finally, content usage comes into play since this is a determining factor for many businesses.
The decision between building a mobile website or a mobile application is ultimately a decision unique to your business. If possible, companies should develop both in order to leverage these two powerful platforms.
This entry was posted on Monday, June 4th, 2012 at 8:59 am and is filed under Content Development, Content Marketing, Copywriter Services, General, Infographics, Mobile Marketing, Website Design and Development.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. With over 22% of the world’s population owning a smartphone, how have these go-to-devices influenced digital marketing today? With mobile becoming the device of choice for consumers, major brands have adopted mobile specific trends into their strategies to attract and engage audiences on their phones.
Since we use our mobile devices for almost everything, including watching videos, posting social media updates and tagging locations in our photos, our behaviour can segment the way we are served ads.
We’ve also seen the use of video ads on mobile devices increase, especially through channels that audiences already use to consume this type of media (ahem, Facebook and Youtube). Social media influencers have also become a major trend in mobile advertising this past year. Advertisers are willing to dish out big bucks for a simple shout out or post regarding their product which will reach thousands or even millions of users. The last mobile trend I explored was mobile apps and the way advertisers are using them to extend brand presence in the digital realm.
2015 has clearly been a big year for mobile and there is no doubt that brands will continue to find innovative ways to reach consumers on their phones.
Mobile marketing is evolving every day as new advances and apps continually change the mobile landscape. Mobile marketing has been evolving faster than ever in recent years and 2013 promises to bring new advances, applications and audiences for this thriving technology. MDG Advertising is a full-service advertising agency and one of Florida’s top creative ad agencies. This entry was posted on Tuesday, July 9th, 2013 at 11:01 am and is filed under General, Mobile Marketing. The advent of new technology like wearable computing devices such as Google Glass and smart watches, will spur marketing efforts as brands will try to keep up with engaging mobile users, with a cross-device consumer targeting strategy. With Google taking control of Android to curb fragmentation & Microsoft acquiring Nokia, big OEMs will look for strategic alternatives including pushing for new OS platforms.
Mobile being the most personal medium, gives advertisers the ability to target their ads with a much higher degree of accuracy. User information will define mobile advertising as their location and other physical context helps advertisers display the right ad to the right user at the right time. There will be an increasing number of regional and localised content and apps being developed to cater to the huge untapped non-English natives and consumers who desire local data.
With a range of mobile advertising options, including SMS, WAP, mobile app display ads, search ads, rich media, video and push notifications, the landscape can be a bit complicated.

With this in mind, it's essential that advertisers keep up-to-date on their options in the mobile space.
These high action rates are probably due to the fact that texting is an opt-in marketing channel, in which consumers actively seek out information and sign-up for updates. He believes that the aesthetic value is an obvious advantage that will attract advertisers and ad creators. Litman explained that “engagement rates in mobile blow away the best of online rich media, and engagement times in mobile rival those of television [advertising].” He continued to explain that he has seen engagement rates as high as 33% on rich media ads, with rates consistently hitting above 20%. He said that one of the biggest barriers to adoption of rich media is the need for the time and skills to create the ads. With Google betting on mobile web and search as the future, and Apple taking the app route, it is still not clear which platform consumers will prefer in coming years. Even for advertisers, mobile ad creation can be a pain, as ad unit sizes vary across platforms.
With the onslaught of app stores, including Blackberry App World, Android Market, Windows Marketplace for Mobile, the App Store for Symbian, the Palm app store, and, of course, Apple's iPhone app store, it doesn't look like the app is going anywhere anytime soon.
How the system will evolve, whether apps or web will be the chosen mobile solution, I have no idea, but I think that both of the platforms will co-exist. We've already seen a healthy usage of the popular location-based checkin app Foursquare by many brands, especially newspapers, magazines and other publishers, including Bravo TV, the History Channel, The Huffington Post, The New York Times, and even Mashable.
For example, the Brightkite app can target consumers by precise geography, by behavior, and within a given time frame.
While video isn't a huge focus for advertisers right now and many cite broadband and technology inadequacies as barriers, many predictive stats tell the story of video's increasing importance.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. As a result, businesses are realizing the importance of maintaining a mobile presence, yet many are uncertain whether a mobile application or mobile website is the best way to go to reach consumers on the go. A side-by-side comparison shows that mobile apps provide faster speed, while mobile websites are more affordable.
There’s clearly no contest with mobile apps gaining digital dominance over desktops within the last two years.
Yet the data also shows that mobile app users are more engaged and consume an average of 2.4 times more impressions. Once again, both mobile application development and mobile website development have their unique strengths for specific tasks.
If only one can be chosen, business must first assess their goals and resources, then closely consider the differences detailed in the infographic and the audience they want to reach. Four major trends that have made their mark in the mobile space over the past year include programmatic ads, video ads, social media influencers and mobile apps.
Advertisers that are actively buying media on programmatic platforms can use mobile behaviours to target consumers according to their actions. Rather than your average 30-second pitch about a product, advertisers are moving towards a longer video format that tells a story. With apps like Snapchat and Instagram, the creation of shareable content and ease of building a large following has resulted in everyday users becoming massive social media celebrities.
Although these influencers, which are sometimes actual celebrities, are being paid to promote products, the mobile channels they are using, allows them to do so in a way that comes across as authentic to audiences. With the announcement of Mobilegeddon earlier this year, brands realized the importance of having mobile-friendly content.
To get a full breakdown of each trend and understand how they can be incorporated into your mobile strategy, you can read the full article here. We help you buy more intelligently for your campaigns, discover new traffic sources, and keep an eye on what your competition is up to – all in one amazing package. Don’t miss out on product updates, industry insights, marketing tools and exclusive data from WhatRunsWhere. This can make it extremely challenging for marketers to stay on top of both the trends and the competition. Retargeting and Real-Time Bidding Get Better – Targeting is essential to every mobile marketing effort and 2013 will usher in the development of much more sophisticated retargeting technology. Tracking Takes Top Priority – Advertisers have been anxiously awaiting more comprehensive campaign tracking, optimization and reporting techniques for years.
Big Data Dominates – The widespread corporate acceptance of Big Data today has led mobile marketers to finally realize its value. Mobile Expands to Everyone – As competition makes mobile devices increasingly accessible and affordable to a wider variety of audiences, the demographics of the mobile market will undergo major changes in 2013 by expanding to younger and less affluent consumers.
By anticipating these four major mobile trends, marketers can take advantage of the modern mobile landscape and target their campaigns to reach contemporary consumers.
With offices in Boca Raton, FL and New York, NY, MDG’s core capabilities include branding, logo design, digital marketing, print advertising, mobile marketing, email marketing, media planning and buying, TV and radio, outdoor, newspaper, video marketing, Web design and development, content marketing, mobile marketing, social media marketing, and SEO. Consumers are living in a cross device world as they switch between a PC, mobile or tablet to complete an activity. Marketers will use context to connect with consumers based on who they are, where they are and what they may actually want at that specific time and place. Philbin says that he looks at SMS as a funnel, in which marketers start with text interaction, optimizing their messages to drive traffic by including a link to rich media, video, or other marketing materials, where users then take the desired action. Furthermore, with the growing adoption of smartphones as the device of choice, Litman believes that rich media is the natural progression towards more engaging ads.
At the low end of the spectrum, simple, expandable ads reach 6-7% engagement rates, which is still high when compared to other advertising options in mobile and online. He pointed out that the lead time for creating one iAd campaign is currently about 8-10 weeks, due to Apple's tight control of the process. Because of this fragmented mobile browsing experience, developing either can seem like a huge commitment to marketers, especially since mobile spending currently makes up less than 5% of marketing budgets in many organizations. To a lesser extent, marketers have even tested the waters beyond Foursquare with other location-based apps, including Gowalla, Whrrl, Brightkite, Loopt, and SCVNGR.
Mobile websites are preferred for the popular pursuits of online shopping, search, and entertainment. Only then can a business truly tell which mobile method will provide more value, advantages, and opportunities with the massive mobile market. To find the answers, I explored 4 major mobile trends that brands have adopted to capture attention in the mobile space over the past year. For example, advertisers can target our specific location in a store and serve us in-the-moment, relevant ads. By engaging consumers with a video that is not blatantly selling products, they have the chance to connect emotionally and capture our attention for a longer period of time.

Brands have found the opportunity to access target markets and niches through these influencers as their content is capable of persuading fans to purchase. These advanced systems will even be able to target only inactive users to help marketers reengage them.
Fortunately, it looks like their wait will be over in 2013 with the development of more advanced systems that help marketers make their mobile campaigns as specific and successful as possible. As a result, expect more and more marketers to start using Big Data to optimize their campaigns for maximum performance. This will open up an abundance of opportunities to develop new mobile strategies geared to these markets.
To stay on top of the latest trends in marketing and advertising, contact MDG Advertising today at 561-338-7797.
Advertisers will also demand deeper understanding of the mobile platform to create marketing strategies that drive relevant engagements. Advertisers are taking notice of this user behaviour and will look to adopt marketing strategies that best reflect multi-screen consumer behaviour.
Meanwhile, manufacturers are pushing the development and production of several new mobile operating systems such as Tizen, Ubuntu and Sailfish.
With RTB, various targeting parameters about users, can be utilized to serve relevant ads based on their advertiser id.
As content consumption on mobile devices outpaces other mediums, publishers who did not port their offline content to digital will leapfrog the online medium and their content will directly come to mobile to reach out to a larger audience. If you have a cell phone, you have the capability to text — no downloads or installations needed. Mobile apps are favored for their superior connectivity, navigation, and ability to inform.
In this age, mobile phones have become our trusty, can’t-go-anywhere-without-it device, and advertisers are well aware of this dependency. Below you can see Khloe Kardashian promoting a Premadonna Waist Trainer from Waist Gang Society; a fairly unknown company prior to the Kardashian endorsement being attached to it. Although they have been around for a while, brands are creating multiple apps that do more than just share company information. Real-time bidding will also progress to enhance the quality of media buys, increase campaign ROI, and allow every online ad impression to be instantly evaluated. In addition, new technologies are using Big Data for in-depth consumer research and campaign tracking to help marketers optimize their efforts and increase overall ROI. Also, the debut of new tablets will lead to a sharp rise in tablet ownership by the end of 2013. Click on “Mobile Messaging Apps Attract Youth and Offer Alternative Ways to Share” if you’d like to learn more about the momentum of mobile app marketing. We will see native mobile ads being more mainstream as these ads with the right content and context will be designed to merge seamlessly with the app to not interrupt the user experience.
By this, they can tailor their ads for each device, making use of the distinctive features of that particular device.
Other manufacturers like Xiaomi’s MIUI have their own closed Android spin-offs, some of which should go live in 2014. Ad impressions that are enriched by this third-party data through RTB, enable advertisers to bid intelligently on mobile inventory on an impression-by-impression basis, cost effectively and efficiently. Publishers will follow the growing demand and developers will make apps which contain specialized information for a particular location.
And with the advent of unlimited messaging plans, texting has become the mobile communication option of choice for cell phone-toting teens, beating out e-mail, and phone conversations. Furthermore, just 23% of marketers responding to the survey reported having a mobile-optimized website.
It outlines the options and opportunities behind both mobile methods, along with the facts and figures regarding reach and response to help companies make the right move to mobile.
As a result, making sure a brand is present in a space that consumers spend so much time in,  has become a major priority. Check out the video below and you’ll see the powerful impact of this brand in the story that unfolds.
The additional apps usually offer a unique and engaging way for customers to interact with the brand and often allow users to easily create content from within the app. This will ensure that users perceive mobile ads as a rich engaging experience, as it will reduce the stark transition between content and ads. With wearable tech, brands can connect more closely with their customers and they will scramble to devise a consumer centric strategy for these users.
With such a diversified user base, there will be an operating system for every type of consumer. With RTB, ad space across various audience segments is also available to marketers for targeting specific user groups providing greater transparency. Programmatic gives advertisers the ability to seamlessly integrate their digital ads with a customer’s physical, in-store experience.
For example, Mcdonald’s came out with a Fry Thief app that allows users to capture funny photos of people trying to steal their fries. As the mobile consumer base grows, brands will begin paying more attention to creating content and will apply learning’s from other media (print advertorials, branded content) to the mobile medium. Exchanges that aggregate this user data, serve more relevant ads and hence offer best monetization for publishers. Location based advertising utilizing real time and historic data can deliver ad campaigns based on insights derived from consumer behaviour and will enable brands to roll out special deals that users can quickly check out.
As mobile programmatic continues to rise, there is no doubt that we will see more and more brands serving ads during behaviour specific moments.
Also, mobile display ad spends are set to grow seven times faster than online advertising models resulting in an overall increase of over 70% in mobile RTB spending. A plethora of user generated content that is being shared on the social channels of customers and McDonald’s. As advertisers, developers, publishers & telcos start collaborating to leverage the audience buying platform, mobile RTB will continue to revolutionize mobile advertising.

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