Industry updates on key mobile trendsWEEK ENDING 2/01/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/01/2013Mobile Trends With the rapid evolution of the mobile marketplace, there is a demand for standards and guidelines to unify the advertising industry. To expand on current industry accepted ad units, the Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) released “Mobile Phone Creative Guidelines” for public comment, simplifying the development of ad units across the industry. Click on the above link to download the full file of best practices. The number of coupons redeemed through mobile and tablet devices is expected to reach 10 billion this year, up by more than 50% compared with last year, according to a new report from Juniper Research. Key findings from the study include: – While mobile still accounted for a comparatively low volume of coupons issued, retailers had been encouraged by the markedly higher average redemption rate of mobile coupons (10%) when compared to traditional print media and PC coupons (typically 1% or less). – Apple’s recent high-profile launch of Passbook is expected to act as a catalyst to both coupon deployments and adoption. – Retailer reluctance to upgrade POS terminals for authentication and redemption is creating a bottleneck, effectively suppressing the deployment of mobile coupons. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/01/2013Mobile Trends (cont.) From understanding the different types of location information that is available to knowing how narrow or broad to define a geofence, hyper-local targeting comes with its own set of challenges. However, when done right, hyper-local campaigns can drive strong results for marketers. Highlighted below are key considerations of hyper-local mobile advertising (as suggested by Mobile Marketer): – Value Exchange: Publishers need to be sure they give mobile users a good reason to share their locations. What does the user get in return? Travel apps and weather apps are good examples where there is a clear value exchange. – Higher eCPMs: Impressions with location information available see much higher levels of demand. As a result, advertisers are bidding higher for these impressions and see lower win rates compared to non-location mobile ad inventory. – Drawing the Line: With hyper-local targeting, the urge is to try to reach consumers who are nearby a retail location, such as within a three block radius. However, this can result in very few impressions being served because there may not be that many addressable mobile devices entering such a narrowly defined area. It may make more sense to target to a ZIP code or otherwise broaden the scope of the campaign. – Data Dilemma: Latitude and longitude data is the most precise data for hyper-local targeting. This data is gathered when consumers opt-in to provide their GPS coordinates and is the best source for targeting down to a several block radius. Ads can also be targeted based on an IP address or a Wi-Fi location. – Competitive Geofencing: One tactic advertisers may want to consider when embarking on a hyper-local strategy is trying to reach consumers who are nearby a competitor’s location but still in the advertiser’s general area. 3
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