Mobile

People tune out messages that do not connect with them emotionally, according to Dr. Thomas Trautmann, certified neuromarketing instructor and business partner at SalesBrain, a San Francisco-based marketing agency that uses psychology to figure out the best way for brands to convey their message. eMarketer’s Sean Creamer spoke with Trautmann about how brands are leveraging mobile to elicit emotional responses from their audience.

U.S. Hispanics are more prone to smartphone distracted driving than the general population, according to AT&T* It Can Wait research. 83% of Hispanics admit to using their smartphones behind the wheel. That compares with 71% of Americans as a whole.  

When it comes to technology, sometimes there is a world of difference between wanting something and actually needing something. In the case of smartphones, the devices’ ubiquity in terms of U.S. penetration of 82% and cross-platform functionality definitely put them in the latter category.

The  ClickZ  Intelligence report about the State of Mobile Advertising 2016, produced in partnership with Search Optics, is based on a global survey of more than 400 marketers and digital professionals.

The Interactive Advertising Bureau (IAB) eleased “Multiscreen Video Best Practices,” a research report created in partnership with Millward Brown Digital and Tremor Video, showing that 10-second mobile video ads have greater brand appeal and persuasion potential for Millennial audiences. In comparison, 30-second spots outrank their shorter brethren in those same categories among consumers age 35 – 54.

ESPN has appointed Freddy Rolón vice president and general manager of ESPN Deportes via television, online, print, radio and mobile.

Nearly a quarter of US smartphone users said they viewed TV shows or movies on their devices daily. But more than a third said they never did, according to research.

As consumer preferences and habits for smartphone usage continue to shift, Millennials are driving the increased usage of video calling as a preferred application among smartphone users.

Digital ad spending in Latin America is set to reach new heights this year, according to eMarketer’s latest forecast for ad spending around the world. In Mexico, for example, digital will account for nearly a quarter of total media ad spending this year.

Among women in the typical age range with children younger than 18, most use the internet, smartphones and so on.

Brands want viewers to engage with their video content, whether that means liking, sharing, or commenting. A step beyond that is when branded content inspires viewers to create their own content in response. Since it requires much more effort on the part of the viewer, this kind of engagement is much rarer.

“Mobile is everything” – connecting with consumers via these devices is also true when it comes to research. When speaking to your target, you need to speak to them in the way that resonates with them and today that’s likely to be mobile. The smaller screen may feel daunting at the outset but there’s a lot to be gained by making your research mobile-first. Here’s five tips to help you think about getting the most out of your mobile respondent.

“Mobile is Everything” – the tagline for this year’s Mobile World Congress is particularly apt given the conference, now in its 29th year, has swelled to a 100k+ attendee juggernaut that does actually cover “everything”.

An industry association leader recently told me that the complexity of digital marketing was reaching the breaking point. Advertisers are questioning whether the added complexity is worth it, and asking for a fix. Is it really that complicated? If so, why?  

Technology usage rates increasing in emerging economies, but still lag behind rich countriesAs the world becomes increasingly interconnected, both economically and socially, technology adoption remains one of the defining factors in human progress

The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence have released the IAB Mobile Location Data Guide for Publishers, providing comprehensive information for publishers looking to tap into the power of geo-marketing.

The National Basketball Association (NBA) and Binbit announced a new multiyear partnership that will provide the league’s growing fanbase across Latin America, Europe and Asia with access to extensive NBA content. 

A strong majority of tech-savvy consumers use mobile devices to shop, purchase and track packages, a recent UPS Pulse of the High-Tech Online Shopper survey shows, and these customers demand a rich mobile experience from retailers.

According to new GfK MRI research, today’s smartphone user is just as likely to be seeking mindless entertainment – playing a game or streaming a video – as connecting with friends and family through texting or other modes.

The mobile audience is not homogeneous, according to November 2015 research. And the way different groups rely on their mobile devices translates to different attitudes toward ads—and apps.