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What we often forget is that the reason banner ads still work for marketers and publishers alike on desktop is the immense amount of ad tech infrastructure behind the scenes that makes everything work. Not so in mobile.
Nearly two years ago, a survey found that the top obstacle to the adoption and success of mobile marketing programs is “a lack of strategy.” Little has changed.
As consumer confidence in mobile grows, so does mobile-originating traffic to retail Web sites. In fact, according to a June 2014 comScore report, fully 60 percent of digital media time spent online by consumers is originating from smartphones and tablets, a figure that has increased 50 percent over 2013.
In the near future, you are likely to see a device identical to the tablet you use at home to browse the Web or watch a video at the cash wrap of your favorite retailer. The phenomenon is not limited to a select group of luxury or consumer tech stores.
Too often, designers and their teams are sprinting to finish a project before a deadline and then iterating quickly on the next version. But good design – especially product design – takes time, and it should not be rushed.
Research has shown that mobile video views have increased a massive 400 percent in the past two years, doubling in the last year alone.
Nearly three out of every four minutes of app usage occurs on one of the individual’s top four apps. But who is to say that all of the other apps downloaded are deemed disposable?
If you find yourself having budget left as we approach the end of the year, congratulations. That feeling can be akin to striking gold.
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.
The retail industry has recently undergone a massive transformation when it comes to shopper marketing.
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.
In the luxury category, finding a story to tell about the brand is not hard. What is harder, but worth doing, is the brand telling an archetypal story about the customer.
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.
Luxury brands can now capitalize on these greater data insights and tailor a customized experience for consumers – a powerful strategy if used correctly. But get it wrong and the results could be devastating.
The popularity of mobile event applications – matched by their rapidly expanding power and flexibility – is a direct result of the newly emerging mobile workspace.
