Industry updates on key mobile trends 12 07 12


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Industry updates on key mobile trends 12 07 12

  1. 1. Industry updates on key mobile trendsWEEK ENDING 12/07/2012 1
  2. 2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 12/07/2012Mobile Trends Advertisers in the US are on track to spend $1.8 billion on mobile display advertising in 2012—more than triple the amount spent in 2011, but still far less than for other digital channels—according to a new eMarketer report, “Mobile Display Advertising: Aspirations, Revelations and Frustrations.” Report highlights include: – Engagement levels with rich media ads have been shown to deliver significant lift to brand metrics. These positive trends, paired with the steady adoption of smartphones, have marketers convinced they need to spend more on mobile display advertising. – CTRs for Facebook’s mobile Sponsored Stories ads are equally impressive, although some of that strength can be attributed to the novelty of the ad offerings. – In the first half of 2012, mobile Sponsored Stories ads served worldwide had an average CRT of 1.3%, which was 10 times the average CTR for Sponsored Stories served to desktop computers during the same period. 2
  3. 3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 12/07/2012Mobile Trends (cont.) Flash sales are a top priority for 30% of CMOs this holiday season, according to a new survey from BDO USA LLP. The BDO Retail Compass Survey of CMOs report found that 50% of the CMO’s surveyed have included mobile in their marketing strategy this year, up 39% from last year. Additional survey results include: – CMOs are pursuing a variety of mobile tactics to reach shoppers, with 23% most focused on text messages and 20% on mobile coupons. – Retailers are also rolling out new forms of mobile engagement such as in-store GPS and product reviews in their apps. The development of mobile apps is the primary tactic for 14% of CMOs while another 14% are focused on QR codes. MediaPost’s Email Marketing Daily, reports that email consumption is soaring on mobile devices. – Some of the latest data holds that email consumption on mobile platforms peaked in the heavy shopping period around Thanksgiving (Nov. 20-26). Email marketing company Knotice says its research found 45% of emails sent by retailers were opened on mobile devices, up 50% YoY. It also found emails opened via tablets doubled compared to last year; the click- through rate was 10.08%. 3