Posts Tagged ‘Mobile Advertising’

With thanks to: Mobyaffiliates

Via: http://www.mobyaffiliates.com/blog/mobile-advertising-networks-market-map/?utm_source=rss&utm_medium=rss&utm_campaign=mobile-advertising-networks-market-map

 

Tamome – Mobile Affiliate Advertising Marketplace launched by Founder & CEO Christian Louca

www.tamome.co.uk

Calling Partnerships

As Founder & CEO of Tamome I announce we are open for partnerships within the mobile affiliate advertising market sector.  The Tamome team have been quietly building our technology since February of this year and we are now live with major clients.  We are looking to extend partnerships with advertisers, affiliates, publishers and app developers. The time has come for the birth of mobile affiliation, a massively overlooked market segment that warrants some attention.

We have strong ambitions to drive this froward;  with all our knowledge, insight, motivations, passion and general love of the industry we hope to disrupt the market through creating exciting opportunity for all our partners and partners customers alike.  We invite you to participate in the next generation of mobile advertising.

A little bit of vision

With smartphone and tablet penetration accelerating across the globe and with more and more people using this as their means to stay connected with the world; always on, always connected and always with us.  This has become the preferred method of; communicating with friends, family, colleagues, TV Shows, entertainment,  finding out what is happening in the world, sharing content on a global scale in seconds,  navigating our way around the worlds cities and towns, letting our utility suppliers know how much we owe them, staying in touch with what is important to us, researching, understanding perceived value of anything through to buying digital goods, products or services and making payments.  It is no wonder that in such a short period of time where this is happening right in front of our eyes, we still cannot even begin to imagine where it will take us in the future.

Technology is so powerful; it has allowed the human race to advance in ways that were just simply not even conceivable before its time. ‘Before its time’…I am not sure what I mean by that.  Since technology has been around longer than the human race.  It seems strange even writing that; but I believe the reality of technology starts with life itself and the evolution of the world that we know and live in today.  Mobile technology is just one element of a whole world of biological and non-biological technology evolutions.  Non-biological evolutions need a creator, a creator can exist because of biological evolutions.  Make sense?  I think ‘technology’ is an almost impossible thing to define but I think we have to split this in these two pieces.

Biological Evolution of living technology

‘Technology that were Creators’

Biological evolution of the Human Race

Non-Biological Evolution of non-living technology

with the biological evolution of technology that were creators

‘technology that was created’

Technology that was made by technology that were creators

So it should be clear now that mobile sits within the Technology that was made by Technology that were creators space. Why is this important?  We need to understand the context of the bigger picture rather than just looking at mobile.

Technology evolution depends on its creators.  That is you and I. Creators evolve according to their natural evolution (remember we are biological technology).  Now the lines start to blur because you could ask ‘are we evolving according to the technology that we are creating?’  Anyway, another time for that one.

We have since life began carved, manufactured, developed, created concepts of technology to ultimately make our existence on earth enriched, easier and healthier.  The internet has enabled us to put all our thoughts, ideas and concepts all into one place, like a giant brain.  Thanks to mobile technology this brain is now accessible to us all across the connected world like being on a drip.  We can open it and close it as and when we feel.  Its always there, its always on but we are in control as to when we use it to make our days enriched, easier or healthier.  This is the power of mobile and why like no other industry it is growing at a rate that we have never seen before anywhere else in our time.  I am proud to be part of such an amazing evolution of technology and communication  that is simply extraordinary.

Christian Louca

Posted By }  guardian.co.uk,

The explosion in the popularity of smartphones and tablets has led to mobile advertising revenues nearing £500m in 2012. Photograph: Lee Jae-Won/Reuters

The explosion in popularity of smartphones, tablets and the app revolution has fuelled a more than doubling in mobile advertising to £500m this year – just four years after the sector struggled to attract £25m.

UK mobile advertising grew a staggering 132% in the first six months of this year to £181.5m, according to the latest Internet Advertising Bureau (IAB) report conducted by PricewaterhouseCoopers.

Breakneck growth is continuing in the second half – fuelled by the popularity of Apple and Google’s app stores as smartphone ownership nears 60% of the UK’s adult population – with forecasts putting UK mobile spend at as much as £511m for the full year.

In 2011, the IAB put mobile ad spend at £203m.

Mobile display and video advertising almost doubled in the first six months this year to £50m, with mobile search soaring by more than 150% to £132m.

Mobile search accounts for almost three-quarters of all UK mobile ad spend.

Total UK internet advertising spend rose 12.6% year on year in the first six months to £2.59bn, comfortably on track to pass £5bn for the year. The total digital display advertising market, including mobile, rose 10.6% in the first half to £591m.

One of the biggest beneficiaries of the rise of digital display advertising, albeit not on mobile, has been Facebook. Enders Analysis puts Facebook UK’s full-year ad revenues at £236m, a healthy 35% year-on-year rise.

However, these figures actually represent a cut of 18% on more bullish estimates made earlier in the year.

Enders analyst Ian Maude said the downgrade is the result of factors including a steeper-than-expected slowdown in the rate of Facebook’s ad revenue growth, marketers reassessing the value of ploughing money into gathering friends and likes to brand pages, and the social networking site’s well-documented struggle to make money out of mobile.

Jamie Matthews, chief executive of Initials Marketing, believes the scope for growth for mobile marketing remains massive.

“The £500m mark is just the start,” he says. “Facebook is racing to develop a mobile ad strategy to tap into its 550 million monthly mobile users, and more than half of big companies do not yet have a coherent mobile marketing strategy. I would expect mobile advertising to continue to grow at a staggering rate for some years yet.”

The biggest segment of the internet advertising market continues to be paid-for searches, which are dominated by Google.

Spend on search advertising rose 16% in the first half to crack £1.5bn, a 60% share of the overall market.

The rise of mobile ad spend in the UK

2008: £25.45m

2009: £37.6m, up 32% year on year

2010: £83m, up 116% year on year

2011: £203m, up 157% year on year

2012: £181.5m in the first half, up 132% year on year.

Via: http://www.guardian.co.uk/media/2012/oct/09/mobile-advertising-500-million-pounds-2012?newsfeed=true

landscape

Posted by } Alex Spencer

Image representing iPad as depicted in CrunchBase

Image via CrunchBase

2011 was a year of rapid growth and change in the mobile advertising industry. It was the year that saw smartphones, Tablets and the mobile internet become mainstream among consumers, and that saw marketers and advertisers increase spend and begin prioritising mobile. 2012 looks set to be even more of a critical year in the development of the industry. From Adfonic’s own data and knowledge of the industry we predict that the following developments will become hot topics over the next 12 months.

Tablet boom
With the iPad being one of 2011′s most popular Christmas presents, and with the new Kindle Fire making tablets more affordable and accessible, we can expect to see tablet devices replacing lower-end laptops and notebooks over the course of 2012. It is not unrealistic to expect that Tablet ownership will more than double.

Rich media going mass market
Rich media is already emerging as a game-changer for the mobile advertising industry, as it offers the consumer a more engaging and interactive experience and facilitates superior branding opportunities for advertisers. Until now, rich media advertisements for mobile have, for the most part, been offered as a premium or niche service across a small number of high end mobile publishers. In 2012, mobile ad networks will be offering rich media on a global scale, giving advertisers access to millions of consumers and challenging budgets across other media channels.

Advertising spend shifting towards mobile
As smartphone penetration booms, consumer mobile usage will continue to increase and extend across new times of the day. For example, one of the most quoted use cases in 2011 has been consumer use of tablet or smartphone devices during TV commercials. Consumers are browsing mobile sites and using apps on their tablets and smartphones in place of TV commercial consumption, which suggests that the perception of mobile as primarily an extension of the PC internet will finally disappear. It is becoming increasingly clear that mobile operates as an alternative to the “fixed internet” for many people and this can no longer be ignored. Advertising budgets will increasingly follow the consumer over to mobile.

Phasing out of feature phones
Smartphones are now becoming more economically accessible to all consumer segments as a result of the large range of Android devices coupled with Apple’s pricing strategy for older phones. As the number of services and options begin to concentrate on tablet and smartphone platforms, advertisers and agencies will slowly phase out features phones from their plans.

Apple and UDIDs
During 2010 and 2011, much investment poured into app tracked campaigns enabling advertisers to deliver installed apps at low cost. A new common approach, superseding UDIDs, will become mainstream across agencies, advertisers, ad networks and other players in the ecosystem, as Apple plans to phase out access to the UDID on its mobile devices.

Mobile web versus applications 
During 2011, there were hints (driven predominantly by large industry players opting for HTML5 over a multi-app approach) of the mobile web challenging applications as the way forward for mobile internet usage. During 2012, we are likely to see this debate evolve with the potential for some major decisions by digital players to impact the market and force some rethinking.

Geo-location services 
There is likely to be more integration across marketing channels, platforms and other parties that will enable geo-location services and advertising to ramp up during 2012. Driven predominantly out of the US (where most geo-location business is currently concentrated) we are likely to see more demand for campaigns targeted to smaller areas (ring-fencing) with a view to driving footfall into retail stores, restaurants and other outlets.

Increasing use of mobile payments 
While this may not be the year that mobile payments become mainstream, many players will come together to make significant progress in piecing together the mobile commerce ecosystem. The success of Google Wallet last year will drive industry players forward in 2012, with major advertising events like the Olympics providing a springboard for new, exciting innovations around mobile commerce.

Facebook and mobile advertising
Facebook has been holding back on pushing mobile advertising aggressively. With close to 1bn users online, and over 300m users now accessing Facebook via their mobile, it provides a significant game-changer and possible milestone for the mobile advertising industry. However Facebook decides to execute on mobile advertising will, without a doubt, have a big impact on the digital industry in general.

Further progress on standards and privacy
With mobile advertising moving at such a fast pace in terms of innovation and market demand, there will be  increasing requirements for further standardisation (ad formats, for example, including rich media) and frameworks and policies driven by the trade bodies on privacy and data.

Via: http://www.mobilemarketingmagazine.co.uk/content/whats-trending-2012?utm_source=twitterfeed&utm_medium=twitter

Mobile phone penetration in Europe citation ne...

Image via Wikipedia

Borrell Associates, which specializes in research covering local and online advertising, issued a new report this week called  “Main Street Goes Mobile” that examines the role that mobile media is projected to play in  local business marketing over the next five years.

Pointing to a business and consumer environment ready to embrace mobile advertising, Borrell cites statistics indicating that a full third of website readership already accesses information via mobile devices. Meanwhile, half of local businesses report plans to engage in mobile marketing.

These local marketers plan to commit roughly 20% of their budgets to this effort. Will they follow through? While mobile marketing (and hyperlocal efforts in general) can be turnkey in some respects, there are still costs to consider, along with the navigation of complex technologies and new business relationships.

The difficulties most local (and national) businesses encounter with online and mobile implementation have led directly to the rise of a media middleman — Groupon is a well-known example. Whereas traditional ad agencies and marketing firms handle creative and placement, taking fees directly from advertisers, many local advertisers are opting for promotions and other efforts that come without a clear price tag attached. Using the model embraced by many group deal sites, advertisers actually receive money from these middlemen (albeit much less than they would from traditional customer engagements) rather than doling it out.

Borrell projects that, by the end of 2011, 1/3 of all mobile phone users will have smartphones. Soon, mobile capabilities will be the price of entry for marketers. Advertisers are looking to firms like Groupon, LocalUp and GeoIQ to keep their advertising efforts streamlined, transparent, and supported on multichannel platforms.

We’re talking about real money here. Borrell projects that local online advertising will reach $18 billion by 2016, with local mobile couponing at $3 billion. While this growth is occurring at a rate much faster than the slow initial shift to online advertising, we need to remember that there is already what Borrell calls an “installed base”: advertisers and consumers comfortable with online marketing, for whom the addition of mobile is simply a shift within a familiar environment.

In an important divergence from ads of the past, “the medium is no longer the message,” according to the report.

Borrell asserts that “mobile is not a channel — it’s a [series of] platforms,” allowing real-time engagement with consumers. Within mobile usage lie options for email and paid search advertising. Both of these highly popular functions provide a fertile environment for mobile advertising. But advertisers are also examining text / SMS, downloaded apps (a key opportunity) and in-game environments. And not all these channels will grow at the same rate.

In an important divergence from ads of the past, “the medium is no longer the message,” according to the report. With content and channel decoupled, advertisers need to consider that communication can be delivered in a number of ways at a number of different moments in a consumer’s day, and need to plan their messaging accordingly. Even the way the industry measures and tracks marketing success will need to change, since we are going beyond eyeballs and “impressions” to assessing the distinct action a consumer takes (or doesn’t take).

The research firm notes that local radio companies have largely missed the boat when it comes to online marketing opportunities, leaving the spoils to companies like Pandora and Slacker. This is a useful observation, as local radio really does seem half-hearted about its online presence; it will be interesting to watch future activity in this space.

The report includes a number of insightful charts projecting revenue and growth rates for components within mobile advertising. While national ad spending continues to rise in some channels, it drops in others, and local ad spending is projected to rise across the board.

An especially interesting point is the blurred point of difference between promotions, which have traditionally been more B2B-focused, and advertising, historically a B2C effort. Driven by coupons and discounts / deals, mobile marketing is starting to move across each category of US promotional spending.

Coupons, discounts and deals have “evolved,” Borrell says, to a balance point where they are both easy to execute and appealing to consumers. Other, more complex promotions prove to be more challenging to implement. An example: proximity marketing is enjoying press exposure right now. Borrell projects that the nascent marketing structure will hit its stride about two years from now. For the moment, promotions involving geolocation and “fencing” are too complex, data-driven and expensive for all but large national advertisers to take on.

It would seem that there is a major creative opportunity for middlemen — or traditional ad and marketing firms — to help develop effective and simple creative to push through these new channels, allowing advertisers to retain their hands-off status. Gradually, however, the creative quality will be forced to improve, based on consumers’ heightened expectations and the risk otherwise of saturation.

Borrell’s report effectively illustrates the skyrocketing growth of mobile marketing and advertising, as well as clarifying the multiple channels that fall within our current definition of “mobile.” They do remind the reader, though, that this all exists within a much larger bucket of money still being spent by national advertisers on traditional marketing and advertising efforts. Mobile marketing is an infant: tiny, but loud, and getting louder.

Via: http://streetfightmag.com/2011/08/12/borrell-report-local-marketing/

Image representing comScore as depicted in Cru...

Image via CrunchBase

Posted by ] Patricio Robles

For many years, mobile has been the ‘next big thing’ for advertisers. And to be sure, the market for mobile ads has grown by leaps and bounds in dollar-terms.

The latest figure evidencing the growth of mobile as an advertising medium: according to comScore, the number of advertisers in the U.S. running mobile campaigns has grown exponentially in the past two years.

When comScore looked at Ad Metrix Mobile data for 600 of the mobile internet‘s properties in April, the number of advertisers was 689, an increase of more than 120% from two years ago.

Needless to say, if the market for mobile advertising to grow rapidly into the future, larger numbers of advertisers need to buy into the medium.

In theory, mobile will have a key role to play in most multichannel advertising strategies in the future, and the timing appears to be right now. Thanks in large part to the rise of smart phones and greater use of the mobile internet, advertisers are increasingly experimenting with mobile ads. And in many cases, they should be liking what they see.

According to a recent study, click through rates on mobile search ads are 2.7% higher on average than their desktop counterparts.

But there’s still a huge amount of room for growth. Right now, comScore says that the mobile content and publishing category accounts for 50% of mobile ads served, with consumer discretionary representing another 26%.

That means more than three-quarters of mobile ads cover just two categories. Lucrative categories, like financial services, aren’t as prominent — yet.

The key to continued growth of mobile advertising would appear to be continued smart phone ownership. According to comScore, smart phone users access their mobile browsers and mobile apps at much greater clips than their feature phone-owning counterparts, 82.3% and 85% to 19.1% and 15.9%, respectively.

Currently, 31% of mobile phone owners have a smart phone. But that number is increasing rapidly; last year, just 20% of mobile phone owners in the U.S. owned a smart phone.

The numbers make it clear: if the number of smart phone owners keeps going up, so too will the number of advertisers spending on mobile ads. In turn, publishers already active in mobile will see more opportunities to build ad revenue, and publishers not active in mobile will have greater incentives to develop a mobile strategy.

Via: http://econsultancy.com/uk/blog/7623-number-of-mobile-advertisers-jumps-report?utm_medium=email&utm_source=topic

Posted By ] Leena Rao

Mobile ad network Millennial Media is making a purchase today— mobile data startup Condaptive. Condaptive’s technology focuses on audience formation and development through the innovative analysis of location and data. Financial terms of the deal were not disclosed.

Condaptive takes a deep data dive on location-based, mobile data. It’s focus is not just on where their customers are, but also on who they are and what they need. The startup’s platform allows developers to build build location and context aware applications.

Millennial, which just raised $27.5 million in new funding, says that audience formation within mobile is an area of key value for both developers and advertisers. Condaptive’s technology will help the company’s advertisers and developers deliver more relevant mobile experiences for consumers.

The full Condaptive team will be integrated into Millennial Media’s Technology and Innovation Group; Condaptive Founder & CEO, Hemang Gadhia, will assume the position of Senior Vice President, Audience Intelligence for Millennial Media.

As one of the last (and largest) independent mobile ad networks, Millennial has been reportedlyconsidering an IPO in the near future. The mobile ad space is highly competitive and clearly, Millennial is using some of its cash to help boost its own offerings. Last year the company acquired analytics startup TapMetrics.

As the company told us earlier this year, Millennial tripled revenue in 2010 from 2009 and achieved profitability. According to IDC research published last December, Millennial Media was on target to make $35 million in U.S. mobile advertising revenue for 2009, so revenues could be well over $100 million.

Via: http://techcrunch.com/2011/05/25/millennial-media-acquires-mobile-data-startup-condaptive/

Posted By ] By Douglas MacMillan

Advertising on mobile devices in China will more than double to $1.16 billion in the next three years, growing faster than the U.S. market, according to a report by EMarketer Inc.

Mobile advertising in China will grow 158 percent by 2014, EMarketer predicted in a report to be published today. In the U.S., mobile ad sales will grow 131 percent to $2.55 billion over the same period, the report said.

Advertisers are boosting spending on text and graphic display ads for handheld devices in China as portions of the world’s largest Web market increasingly migrate to mobile phones. The country will add almost 200 million mobile Internet users over the next three years, bringing the total to 568 million in 2014, according to EMarketer.

“Because mobile devices are often the primary way that consumers access digital content” in China and other emerging markets, advertisers enjoy a “heightened appeal relative to a more mature market, where you have higher PC penetration rates,” said Noah Elkin, principal analyst at EMarketer in New York.

Emerging markets for mobile advertising such as India, Brazil and Russia are growing at even faster rates than China. India’s mobile ad spending will total $190 million in 2014, up more than threefold from this year. Brazil’s mobile ads will grow almost fivefold to $117 million in the same period. Mobile advertising in Russia will more than triple to $72 million in 2014.

In the U.S., competition for mobile ad dollars has drawn large technology companies to make acquisitions in the industry. Google Inc. (GOOG) purchased mobile ad provider AdMob last year for about $700 million. The same year, Apple Inc. (AAPL) acquired Quattro Wireless, another startup selling ads placed on mobile devices.

Via: http://www.bloomberg.com/news/2011-04-19/china-s-mobile-ads-will-top-1-billion-in-2014-emarketer-says.html

Posted By ]  Giselle Tsirulnik

There is no question as to whether consumers have embraced smartphones with open arms, and the mobile Internet has finally reached enough scale to offer critical opportunities for marketers, according to Yahoo Inc.

According to Yahoo’s report, “Mobile Internet – Delivering on the Promise of Mobile Advertising,” brands have not yet realized the full potential of mobile advertising. In order to do so in 2011, brands need to approach mobile as a channel and not just a strategy.

“Mobile Internet came of age in 2010, offering advertisers the scale, tools and technology to develop effective campaigns and vie for a fair share of major media budgets,” Yahoo says in the executive summary of the report. “However, mobile advertising still lags behind the opportunity.

“Will brands realize the full potential of mobile in 2011? To do so, marketers will need to approach mobile as a channel, not a strategy, albeit a particularly effective channel due to its ability to connect with consumers in a very personal way.

“If it feels like mobile phones are everywhere, it’s because they are.”

Content consumption
With 96 percent wireless penetration in the United States as of December, according to CTIA – The Wireless Association, mobile phones are everywhere.

Mobile phones are personal devices and consumers are unusually attached to them, claiming they are an extension of their person and psyche, per Yahoo.

This dependence on the mobile device is for more than just voice services. Consumers are consuming a huge amount of content via their devices, with the Internet at the top of the content consumption food chain.

According to Yahoo, 86 percent of mobile Internet users surf the mobile Web while watching television.

Consumers are increasingly relying on their mobile devices for shopping, checking bank balances, locating restaurants or stores, navigating routes, monitoring health, paying bills, downloading music and videos, texting friends and making phone calls.

Yahoo says these behaviors prove that consumers have embraced smartphones with open arms and mobile Internet has finally reached enough scale to offer critical opportunities for marketers.

And then came the tablet.

Yahoo says in its report that tablets have emerged as a potential contender for screen dominance. With approximately 10.3 million tablet users in 2010 and that number expected to reach 82.1 million by 2015, tablets such as the iPad have undoubtedly caused a disruption in the mobile space.

In 2012 tablet sales will grow to 36 percent of U.S. PC sales, according to Yahoo, and this number will likely outstrip notebooks/mini-PCs, which are expected to be 32 percent of overall PC sales.

IPad users are open to advertising, especially if coupled with an interesting video (49 percent) or interactive features (46 percent), according to Yahoo.

Mobile advertising
There are obvious opportunities having to do with mobile advertising.

“Faster network speeds, function-rich smartphones and tablets, a burgeoning portfolio of applications and more engaging ad formats like screen takeovers and expandable ads enable mobile to compete with more established media,” the Yahoo report says. “As for mobile’s position in the media rankings, the facts speak for themselves.

“Mobile attracts younger, more affluent and more educated consumers and delivers on performance benchmarks such as awareness, message association and purchase intent,” it says.

Yahoo claims the most important function of the mobile device, as it pertains to marketing, is its ability to move the consumer through the purchase funnel.

Fifty percent of mobile users claim they have gone on to make a purchase after researching on their device, per Yahoo. A whopping 90 percent of mobile users access the Internet while in retail locations, turning the device into a sort of shopping companion.

According to Yahoo, mobile advertising is most effective when campaigns are coupled with online display. The company said in its report that the combination of mobile and online amplifies budget efficiencies and achieves synergies that increase key metrics such as awareness and purchase intent.

To prove this point, integrated mobile and PC campaigns resulted in a 54 percent increase in brand awareness, a 46 percent increase in brand favorability and a 42 percent increase in aided brand awareness, according to Yahoo.

Additionally, click-through rates on a movie campaign on mobile are 30-times higher than the PC counterpart. Ad recall scored 15 percent higher among users who viewed a mobile ad than any other channel.

“Use mobile ad buys strategically to smooth over audience troughs when traditional advertising traffic diminishes during work hours and on weekends,” Yahoo says in its report. “Mobile is finally scalable enough to be an extension of an advertiser’s communication strategy and should be incorporated into all buys.”

Via: http://www.mobilemarketer.com/cms/news/advertising/9637.html