Google has rented an 8-story billboard in Times Square that uses an Android app to allow passersby to control and broadcast characters on the high-resolution LED screen. Google will use the $2.5 million per month billboard to advertise its products like Nexus phones and Android Wear. Apple is partnering with Rubicon Project to open up its iAd mobile app advertising inventory to programmatic buyers in an effort to compete better with Google and Facebook in mobile advertising. Cause marketing partnerships can be very successful when the organization and corporation genuinely share the same goals and the partnership feels authentic and well-integrated to consumers. Marketing technology investments will continue growing in importance in 2015, focusing more on customer retention and ensuring new

1. Google Ad Uses Mobile to Take Over
Times Square – Tim Mayton,
MobileMarketing
• Google have rented an eight story tall outdoor billboard
display, created by Clear Channel, in New York City’s Times
Square.
• The display is the highest resolution LED screen of its size
ever and uses consumer interactivity as the campaign.
• Passers-by can control the billboard with their smartphone
– they use the Androidify app to create and broadcast their
own characters on the screen.
• Google will use the billboard, that costs $2.5m per four-week
period, showcase and advertise it’s leading products
such as Nexus handsets, Android Wear, Chrome etc.

2. Apple Prepping iAds for Programmatic
Buying
- Tim Maytom, MobileMarketing
• Apple is partnering with ad tech company Rubicon Project to open its
app advertising inventory to programmatic buyers.
• The move is likely to radically transform Apple’s relatively small ad
business, which has struggled to compete with Google and Facebook in
the mobile advertising space since its launch four years ago.
• Advertisers hoping to reach Apple’s 600m iTunes users via iAd
currently have to purchase ads directly and upfront through iAd’s sales
team.
• “We look forward to providing buyers with access to the unprecedented
audience targeting capabilities iAd brings to automated advertising.” -
Greg Raifman, president of Rubicon Project.

3. Cause Marketing: A Win-Win for
Nonprofits, Communities and
Corporations - Mike Randazzo,
MobileMarketingWatch
• While most nonprofits wouldn’t exactly turn down that
money, professionals from both sides of the table agree
that, when it comes to cause marketing, if an organization
and a corporation that they partner with share the same
goals, the results can be much more successful.
• “It has to be authentic, and it needs to be a story that is
integrated well. It’s all about being able to hit multiple
passion points for the consumer.” - Flo Brian, the senior vice
president of cause and diversity marketing at CSE
• When it comes to cause marketing, it’s not just a matter of
simply writing a check but actually caring about the cause
itself. When that happens, the results can be fantastic.

4. How Marketing Tech Investments Will
Change Next Year - Michael Essany,
MobileMarketingWatch
• Marketing technology will only increase in importance
over the year to come, says a new report from
eMarketer.
• Said tech will also become much more customer-satisfaction
oriented, with more and more resources
geared toward helping companies retain the customers
they already have.
• Tech companies also want to not be able to benefit
from the technology they have already purchased
because it does not mesh well with the new tech.
• Other likely 2015 concerns will include how safe data is
and how accurate the marketing tech is.

5. Question 2
MMA (Mobile Marketing Association)
• The MMA is the world’s leading global non-profit trade association
comprised of more than 800 member companies, from nearly fifty
countries around the world. Our members hail from every faction of
the mobile marketing ecosystem including brand marketers, agencies,
mobile technology platforms, media companies, operators and others.
The MMA’s mission is to accelerate the transformation and innovation
of marketing through mobile, driving business growth with closer and
stronger consumer engagement.

6. “Creativity and innovation are fundamental to brands
being successful with mobile. These benchmarks
provide marketers and their agencies with a concise
framework on how to think more strategically about
mobile across the purchase funnel as well as how to
leverage uniqueness that only mobile can provide.
We hope this will stimulate new ideas and help the
industry continue to raise the bar on mobile
creativity, effectiveness and further innovation.”
Greg Stuart,
Chief Executive Officer, Mobile Marketing Association

7. NFC
• NFC stands for Near Field Communication.
• NFC is technology built into mobile devices.
• It allows a mobile phone to communicate with another transmission
device seamlessly.
• A variety of stores and brands have implemented NFC as a marketing
strategy (see examples).
• NFC offers a similar service as associated with QR codes but they are
better. They produce much faster response rates than QR codes.
• Brands use NFC to:
- Transmit rich media content and interact and engage with their
current/potential customers

8. Examples of NFC
Interactive poster for American TV
show: Shows a trailer of a new TV
show. Guinness beer tap: NFC displays a
page giving chance to win a free
pint.

9. Proximity Marketing
• Proximity marketing involves communication to mobile devices
situated in geographic locations close to a business or store.
• Usually applied with the aid of Bluetooth or Wi-Fi.
• Proximity marketing is implemented to try to entice people to
come into a store.
• It could potentially attract customers who are new to an area
and so are not aware where stores are located.

10. Examples of Proximity
Marketing
Norwich buses help customers find
retail stores in the area.
RSPCA uses this strategy to spread
awareness and attract donations.

11. App Development
• An app has become a necessity for any modern business.
• If your business doesn’t have one, the chances are your
competitors will.
• An app can help a business reach many more customers.
• A business can use an app to showcase their products and
services in a concise, not overwhelming area.
• Apps are much more mobile-friendly than actual websites.
• Businesses can partner up together with other services to
enhance their overall user experience.
• Businesses must bear in mind the different types of mobiles
phones and operating system uses by customers.

12. List of Some of the Best App Makers of
2014
• http://www.businessnewsdaily.com/4901-best-app-makers-creators.html

13. iAds
Question 2
BMW iAd: Explore the i8 Concept Car in 3D
http://www.digitalbuzzblog.com/bmw-iad-explore-the-i8-
in-3d/
“I’m on a mission to post every iAd I stumble across, well
at least that’s what I wanted to do when interactive ads
on mobile devices were just seeing the light of day, and I
probably haven’t done a great job of doing it, so here’s to
fixing that moving forward… First up… an interactive iAd
in “Additions By AOL” for the BMW i8 Concept Car.
Powered with AdJitsu by Cooliris.”

14. iAds
Volkswagen iAds: Tiguan Park Assist II
http://www.digitalbuzzblog.com/volkswagen-iad-tiguan-park-assist-ii/
“Here is a neat iAd from Volkswagen which ran in the Auto Esporte
tablet magazine recently. Created for the Tiguan, the iAd showcases
the Park Assist II feature that is now available, even off road.
The iAd challenges readers to place their finders on the target spots
which triggers the Volkswagen Tiguan to “self park” hands free right
between your fingers. And of course, the ad goes on allowing you to
explore all the key features of the new Tiguan inside the ad. From our
friends at AlmapBBDO.”

15. iAds
Guinness iAd: More Life in the Dark
http://www.digitalbuzzblog.com/guinness-iad/
Here’s the first iAd from Diageo UK’s brand Guinness and it looks pretty damn good. This
is part of a larger multi-platform digital campaign ‘There’s More Life in the Dark’. The
campaign aims to inspire users to enjoy a great night out! Guinness have released this
promotional video, created by Tullo Marshall Warren, to demonstrate how to engage
with the iAd.
The iAd opens with the narrator promising to show you where the best nights out are
happening. The ad is then split into the four sections ‘pubs, gigs, comedy and sports’,
each encouraging viewers to find great nearby events and venues using the iPhone’s
location based functionality. The ad even helps you overcome the problem of ordering a
Guinness at a noisy gig, an interactive dial allows the user to choose how many friends
they want to buy a Guinness for, 1,2,3 or 4. They can then save the image ‘2 pints of
Guinness please!’ to their iPhone and show it at the bar to place an order.
The iAd campaign, created by Tullo Marshall Warren (TMW) and built by Apple, is a fun
concept and the interaction makes it highly engaging for the target market. I love this
idea and would like to see more brands doing some innovative and playful ads like this.
Are we ready for iAds in Australia yet?

16. Smartphone Statistics by country
Global smartphone market share in 2011, 2013 and 2017, by country
This statistic shows the global market share of smartphone shipments in 2011 and offers a forecast for
2013 and 2017, broken down by country. The source predicts that China will be the leading market for
smartphone shipments by 2017.
Global smartphone market share - additional information
Over a third of the world’s population is forecast to own a smartphone by 2017, with China predicted to
hold over 30 percent of this market. Both India and China have rapidly growing economies and they are
expected to hold almost 50 percent combined of the global smartphone market share in 2017, in
comparison to the estimated 20 percent they held in 2011.
Samsung is by far the most popular mobile phone provider in China with the company holding almost
a 25 percent market share in the country. In 2015 Samsung is forecast to sell 50 million units in China
alone, with Apple projected to sell 31 million. The U.S. market is predicted to shrink from 21.3 percent
in 2011 to just over 12 percent by 2017, although two of the largest Operating Systems, Android and
iOS, are controlled by American firms.
The Indian smartphone industry is forecast to be the fastest growing market with a projected fivefold
increase in its market share between 2011 and 2017. In 2013, 6.2 percent of the Indian population used
a smartphone, but this number is due to increase to over 20 percent by 2018. As with China, Samsung
was the most popular vendor of smartphones in 2013, with Android overtaking Symbian and Apple as
the most popular Operating System.
http://www.statista.com/statistics/220977/global-smartphone-market-share-forecast-by-country/

17. Smartphone Statistics by country

18. QR Codes

19. QR codes

20. Question 3
YouTube app review.
• This is a great little app that is easily accessible so a user can
watch any sort of music video, film, TV show or funny short clip
anywhere at any given time.
• The main beauty of this app is when you have a YouTube login
you can login to your desktop or laptop and then with this app
you can use the same login and all your previous history,
playlists and already watched videos will appear as your using
the same username and password. Another great feature with
the YouTube app is the way it gives the user a good amount of
recommendations based on videos one has previously watched
and what the user is watching; for example if your watching a
music video in the genre of rock then it underneath the video
will appear other rock videos similar to the video that you are
already watching.
• A main issue that YouTube have with their mobile app is that if
your playing a track or any video and you then lock your phone,
as if you were walking somewhere then the video stops playing
and is paused when you then unlock and re-open your phone.

21. iTube app review
• This is another mobile audio streaming app in my personal opinion
this is a better app than its main competitor app- YouTube.
However iTube is much less functional than the YouTube app.
• iTube allows a user to cache data that has been fully buffered-meaning
once the user has watched or fully buffered through a
track or video this can then be replayed at anytime, with no need
for Wi-Fi or mobile data, making a convenient screen for long
journeys on planes or places with bad or low mobile signal. Another
feature that beats YouTube’s mobile app is that the user can start to
play any video and the user can then lock the device and the song
or video will continue to keep playing.
• But like I mentioned before this app is less functional than the
YouTube app and has more generic functionality bugs in it for
example if you lock your device while iTube is the primary app that
is open and you receive a notification on your lock screen- if the
user then slides this notification and unlocks and opens the phone
then iTube then crashes.

22. Navfree app review
• Navfree is a free to download navigation app- you can download
this app in different versions based on what country you need the
app for.
• This app has plenty of different variable options which you can
change based on how you like to travel- use of motorways or not,
avoiding toll roads isn’t an issue for this app. The user can also
change the dimensions of speed and distance according to what
they are used to. It also has a cool function, which allows you to
set whether you are walking or travelling by car, which is
convenient to use around busy town centres or long country walks.
• The main issue with the app is the amount of time it takes to
download the entire maps package; this is obviously expected to
anyone who is downloading the app as the download needs to
download every little street and side street in the whole of the UK
and ROI. The updates also take a long time to do aswell but if you
have the time then it’s a really good app to download to get you
around anywhere.