With the maturity of mobile as an advertising platform in audience time, media spend and technical capabilities, it is incumbent on brands to refine their mobile campaign optimization criteria to keep pace with the evolving mobile ecosystem.
Articles Tagged ‘mobile commerce’
As the rubber hits the road for most retailers heading into the holiday season, some key decisions about mobile commerce are being kicked into the long grass for seeming want of clarity.
According to the old proverb, you catch more flies with honey than with vinegar. Does the same principle apply in a luxury retail setting? No, says a recent study that implies that the ruder the sales staff, the better the sales.
Every so often, I read an editorial or opinion piece that bemoans mobile technology’s takeover of our work-life “balance.” The popular belief is that smartphones are turning human beings into workaholics, 24/7 mobile addicts or both.
Mobile programmatic is a fundamental shift in how advertising has been done. The transition is very similar to what happened with digitalization of stock markets.
Most brand marketers today still believe that click-through rates are the best indication of user engagement and media quality measurement in mobile advertising. Not so.
In the late 1960s, Ford Motor Company’s advertising proclaimed that the automaker had “a better idea.” During Advertising Week in New York, the company admitted that its mobile learnings have come in large part from others.
The last 10 years has seen unprecedented investment in ad technology. According to Brian Andersen, partner at Luma Partners, this has amounted to $5 billion in venture capital, which has created an ecosystem of more than 200 venture-backed companies in the video ad ecosystem alone.
Mobile advertising methods have recently been brought into question by a small proportion of companies exploring the benefits of ad trading.
The popularity of mobile event applications – matched by their rapidly expanding power and flexibility – is a direct result of the newly emerging mobile workspace.