A new study by Art Technology Group Inc., based on a July 2010 poll of 1,002 U.S. consumers age 18 and over, says that more shoppers are using their mobile phones to research and buy products, a trend that’s especially strong among young adults.
In the 18 to 34 age group, the report says:
- 46% of consumers had used a mobile device for shopping-related activities;
- 41% of consumers had purchased via a mobile phone;
- 20% had compared pricing among retail stores;
- 19% had searched for coupons;
- 12% had browsed through a merchant’s products;
- 12% had sought customer or expert ratings and reviews while in a store;
- 10% had found a store with GPS;
- 9% had used a mobile bar code to learn more about products; and
- 8% had received text-messages about product promotions.
Full story at Internet Retailer »
Morgan Stanley presented at the CM (Conversational Marketing) Summit that took place earlier this year in New York City. Above are a few of the highlights from the 53-page “Internet Trends” presentation delivered at the event.
Highlights include:
- It is prediced that by 2012, more users will have access to the internet via smartphones than desktop PCs and notebooks combined. The mobile internet is where the future growth is.
- The amount of time we spend on the internet versus the amount of money spent on internet advertising is out of whack, which suggests a $50 Billion global opportunity.
- Mobile advertising revenue in Japan has grown from just $1 per user to $11 per user in six years. The United States mobile advertising industry is a few years behind Japan which suggests there is a lot of room for growth over the next few years.
- The average online CPM is well below other media, which suggests upside potential.
Download full report at Morgan Stanley »
According to Millennial Media’s September SMART report, six of its advertising verticals saw triple-digit, year-over-year growth. One vertical that got a lot of attention last month was women.
Millennial Media finds that 32% of moms own a smartphone in 2010, a 60% increase from last year. Incidentally, there was a 60% increase in the number of moms that access the mobile Internet weekly. This is going to be a very decisive group for targeting through mobile means, as is any marketing campaign.
The ways brands are engaging with consumers is through demographic targeting, with traffic-to-site conversions remaining the primary campaign destination in Q3. Custom landing pages are then growing in importance. Video is also growing, as there are more ways to take advantage of this medium now.
If your are targeting women and moms, does your marketing strategy include mobile advertising?
Full story at SiliconANGLE »
At ad:tech in New York, executives from Condé Nast and National Public Radio shared some of their tactics in capturing advertisers and developing new creative for their iPad apps.
Here are the highlights:
- Repurposing content from other mediums (such as TV commercials) doesn’t work as well as creating content specifically for the iPad.
- Detailed information and how-tos worked really well on the iPad.
- Ads that resonated the most with users had a narrative of some kind.
- Links should be relevant: if users click on a picture of a purse in an ad, they expect to go to a page with more information on that bag and the opportunity to purchase it; it’s disappointing if a link goes straight to a company’s homepage.
- A Nielsen study that found that 24 percent of iPad users admitted to making an in-store purchase after seeing a product in an iPad ad, whilst 48 percent said they made a purchase on the Internet or phone, and 8 percent made a purchase through the iPad.
- A single video is the most popular advertisement, followed by slideshows.
- Containing links within the app itself is better than linking externally.
- On the NPR iPad app (about 700,000 downloads), the pre-roll gets conversion rates anywhere from 6 to 7 percent to as high as 20 percent.
Does your iPad advertising campaign follow these findings?
Full story at eMedia Vitals »
Mobile advertising optimizer, Smaato Inc., in association with MobileSQUARED, released its latest mobile advertising whitepaper about the US market.
In 2010 the US mobile advertising market size is expected to be worth $797.6 million and will move closer to Japan (more than $1 billion in 2010) next year, with a forecast of $1.24 billion for 2011 and $5.04 billion for 2015.
The US has over 300 million active mobile subscriptions, of which, almost one-third use their mobile phone to browse. Because of the high number of mobile users, the average mobile advertising campaign spend is between $75,000 and $100,000, which is much higher than in other countries.
Are you adding mobile to your marketing strategy?
Full story at Smaato »
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