Industry updates on key mobile trendsWEEK ENDING 3/08/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/08/2013Mobile Trends According to a new study by Rhythm NewMedia, there has been significant growth in mobile campaigns that incorporated social media calls-to-action. Study highlights include: – Mobile and social go hand in hand: 24% of marketers are now activating social media through mobile campaigns – Interactive in-stream mobile video campaigns including social calls-to-action saw a 36% boost in engagement rates. – 30% of Interactive In-Stream campaigns included social media buttons, seeing a 36% lift in engagement. On Wednesday, Nielsen launched Nielsen Mobile Brand Effect, a solution to measuring the resonance of brand advertising within mobile apps. Nielsen Mobile Brand Effect features include: – Nielsen Mobile Brand Effect captures sentiment through an in-app survey and delivers performance against the primary marketing objective of the campaign using classic brand lift metrics such as awareness, attitude, favorability and purchase intent. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/08/2013Mobile Trends (cont.) Mobile Marketer recently released a report, “Mobile Outlook 2013,” discussing mobile’s expected future success across several segments (e.g. advertising, content, search, etc.). Report outlooks include: – Advertising – In 2013, participants will see a lot more mobile ad content delivered to them. Mobile ads will need to be hyper- relevant to be effective and for closing the loop from a reporting standpoint, which will enable brands to effectively measure the ROI of offers delivered personal levels. – Content – Content strategies will have to become more sophisticated to be able to tell the rich product stories that drive sales. Going forward, retailers will need to leverage augmented reality, rich media advertising and other content strategies to keep up with participants. – Search – The report references Performics as a thought leader in the space as marketers continue to make mobile search a priority. Noting that in 2013, marketers will also need to continue to find ways to differentiate their mobile search campaigns from their desktop ones; Creating highly engaging mobile experiences remains an issue that advertisers will need to overcome in 2013 in order to maximize mobile search investment. 3
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