James Smith is responsible for creating ad solutions and revenue streams through video, mobile, social games and social media content for The Walt Disney Co.’s Disney Interactive Media Group. In this interview, Smith talks with eMarketer’s Tobi Elkin about the future prospects for mobile advertising.
Mobile
Half of adult cell phone owners have apps on their phones.
The share of adult cell phone owners who have downloaded an app to their phone nearly doubled in the past two years – rising from 22% in September 2009 to 38% in August 2011 – according to a new survey by the Pew Research Center’s Internet & American Life Project. DOWNLOAD Report Here.
Mobile Advertising goes Mainstream.
US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats.
Mobile Ad Effectiveness helps drive Investment.
Will the novelty of mobile ads wear off, and with it, effectiveness?
IAB Mobile releases Official Protocol for Creating In-App Ads.
The IAB Mobile Marketing Center of Excellence released the final version of “Mobile Rich Media Ad Interface Definitions,” or MRAID. This initiative defines a common API (Application Programming Interface) for mobile rich media advertisements, establishing a framework of principles and guidelines to help the mobile marketplace reach new levels of consistency, efficiency and effectiveness. DOWNLOAD Guidelines Here.
What role will Mobile Play this Holiday Season?
For the past few years, retailers have been fine-tuning their mobile offerings in advance of the holiday season. Keeping up with consumer demand has meant providing pricing information, product specifications and customer reviews to mobile users—all leading reasons why last year’s holiday shoppers turned to mobile, according to a survey conducted by ForeSee Results at the end of 2010. Only 17% intended to make a purchase.
Smartphones and Tablets drive 7% of Total U.S. Digital Traffic.
comScore, Inc. released the report Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. The report analyzes how cross-platform consumption has created a vastly different landscape as consumers utilize a growing number of devices to consume digital content. The report also analyzes the impact these shifting consumption habits have on online visitation and engagement across the Internet. DOWNLOAD Report Here.
Mobile Economic Time
The new business opportunity resulting from the increased adoption of mobile devices DOWNLOAD Report Here.
Smartphones, Mobile Internet set stage for increased Mobile Ad Spend.
By the end of this year, eMarketer estimates, 38% of US mobile users will have a smartphone and 41% will use the mobile internet at least once each month. These developments mean an increase in the opportunity for mobile advertising—and an increase in spending.
Common Standards for Research on Mobile Audience & Ad Effectiveness.
Encouraging the advertising industry to take full advantage of the opportunities that mobile presents today and in the years ahead, the Interactive Advertising Bureau (IAB) has released the “State of Mobile Measurement,” a new study that examines the factors that have hindered the broad acceptance of unified research standards and recommends that the interactive marketing ecosystem immediately starts down the road to consensus.
Metric-Driven Mobile Marketing
Fueled by increasing consumer adoption of mobile devices, the role of the mobile channel in connecting businesses with customers had been growing rapidly. In an age when consumers are barraged by messages from every direction, Best-in-Class mobile marketing practices provide businesses with the opportunity to break through the noise, reach consumers with precision-targeted marketing messages, and engage in direct dialog across multiple channels or touch points.DOWNLOAD Report Here.
Mobile Advertising: The Anti-Cookie Diet.
Tracking cookies are an interactive market’s best friend. Marketers use them to keep tabs on users, and it’s how users’ behavior, geography, interests and searches are identified. The information tracking cookies provide is crucial for successful interactive advertising campaigns. By Ismalis Mendoza – Marca
How to Connect with Mobile Consumers.
The explosive growth in usage of the mobile Internet is creating significant opportunities for marketers. In fact, the IDC projects there will be more than 186.5 million mobile Internet users in the U.S. by 2014 (a 163% growth from 2010). But in order to take full advantage of this medium, advertisers must understand how consumers use the mobile web and how it affects media planning and messaging.
Mobile Ads 6X as effective as Standard Banners.
The telecom industry is one of the biggest spenders on online advertising. Between 2010 and 2011, telecom ad spending climbed by 7% to $3.62 billion and eMarketer estimates the industry will spend close to $4.6 billion on online ads by 2015. New research suggests the industry has unlocked some key findings in order to achieve high user engagement with its display ads.
IAB brings scale to Mobile: Guidelines for Creating In-App Ads.
The IAB Mobile Marketing Center of Excellence released “Mobile Rich Media Ad Interface Definitions,” or MRAID, for public comment.