Top 10 mobile advertising campaigns of 2013 – Advertising – Mobile Marketer

Top 10 mobile advertising campaigns of 2013 – Advertising – Mobile Marketer.


Macy’s mobile campaign

This year, Macy’s, Ford and McDonald’s led the pack in big brands leveraging new types of mobile advertising that up the ante in mobile’s potential to propel brand awareness and revenue streams.

The most innovative uses of mobile advertising in 2013 centered around add-ons or alternatives to banners, signaling a significant drop-off in brands solely allocating budgets towards standard display ads. In particular, marketers stepped up their campaigns in the second half of the year with new forms of rich media, social media integration and behavioral data.

Here are the top 10 mobile advertising campaigns of 2013, in alphabetical order.

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Campbell Soup Co. ties personalized ad buys to in-store sales lift in new pilot
Consumer packaged good brands kickstarted mobile efforts this year after being seen as a slow-moving industry in the past. 

One of the main goals behind the increase in mobile spend from CPG brands is to tie a mobile advertisement to a consumer’s past purchasing behavior, which Campbell’s did in March for its Pace brand.

The Campbell’s ad

Campbell’s used a new mobile advertising platform with Catalina Marketing to examine how brand advertising translates into in-store sales. The initiative leveraged shopper data to work around the lack of a mobile cookie and deliver personalized mobile ads.

The Campbell’s campaign highlights the efforts that many CPG brands may put into motion in 2014 to measure mobile’s impact in driving sales and influencing a shopper in real-time while in a grocery store.

Fiat sees 80pc completion rate for video in rich media ad
Fiat was one of many brands that harnessed video and rich media this year for a campaign that supported the launch of the four-door Fiat 500L.

The automaker worked with Jumptap to run interstitial ads for both smartphones and tablets. The ad included a photo gallery, a 360-degree view of the car, a feature that swapped out the color of the car, a video and a location-based dealership finder.

The Fiat tablet ad

To unlock the ad, consumers had to drag the car across the screen with their finger.

Jumptap claims that the 80 percent completion rate of the Fiat campaign is double the industry average.

The increase in short-form video from apps such as Instagram and Vine this year is fueling consumers’ appetite for video content, and Fiat’s campaign is an example of how marketers are increasingly making video a core part of mobile campaigns.

Ford Fiesta sees 8.76 CTR with CAPTCHA alternative campaign
Ford spiced up its mobile advertising this year with a campaign that played off the traditional CAPTCHA verifications that publishers and Web sites use to check if a user is a human.

The campaign is running through 2013 on 3,200 of Are YouHuman’s sites. In November, the campaign was generating an average interaction time of 8.2 seconds.

Ford’s mobile ad

Ford’s mobile CAPTCHA ads ask consumers to pack up a Ford Fiesta or drive the car by dragging it with a finger.

As mobile traffic continues to grow for publishers, an alternative to the typical CAPTCHA is an interesting way for Ford to engage with consumers.

Hershey’s Scharffen Berger tests homescreen mobile ads for brand-building
Hershey’s Scharffen Berger was one a few different brands to test a new type of ad unit this year that takes over a mobile device’s homescreen.

Scharffen Berger worked with mobile application Locket to promote a wine and chocolate tasting with 12 different ads. Each time that a consumer opened up their mobile device, they were served a different ad.

Hershey tries the mobile homescreen

Consumers who downloaded the Locket app could make the app their default lock screen and then choose to interact with ads or swipe them away.

Homescreen ads played a big role for marketers this year in grabbing consumers’ attention outside of basic banner ads that only take up a portion of the screen. Although these types of ads are difficult to scale, they can be an effective alternative for brand advertisers looking to run full-page creative.

JackThreads ramps up mobile retargeting strategy to capture holiday sales
Daily deal site JackThreads ran a mobile retargeting advertising campaign this fall that targeted consumers who had downloaded the retailer’s app.

The retailer followed users that browsed, searched or added an item to a shopping cart but did not checkout.

The JackThreads ad

Consumers were then served mobile ads within apps such as Pandora and The Weather Channel with creative relative to their in-app activity.

JackThreads worked with ActionX on the campaign. ActionX claims that click-through rates on these types of ads are two to three timeshigher than a typical mobile ad. With marketers increasingly looking to make the most of a banner ad, pushing personalized offers through creative is an creative way for retailers to drive app retention and ultimately sales.

JetBlue differentiates mobile ad efforts via voice recognition
JetBlue was the first brand in the United States to leverage a new voice-activated ad this year.

The airline and mediahub/Mullen partnered with Mobile Theory on the ads, which appeared as collapsed ads within mobile sites and apps.

JetBlue’s ad talks back

When consumers clicked on the ads, they were prompted to learn how to speak like a pigeon, and they could speak a sentence into the microphone of their mobile device. Once two full sentences werecompleted, a virtual medal was given to consumers and they had the option to replay the game.

Up until recently, the focus on alternatives to banner ads has focused on playing up touch interactions such as rich media. However, voice can also be appealing for marketers that want to make mobile ads more interactive.

Macy’s nails interactive ad campaign to strengthen mcommerce strategy
Macy’s continually tests new ad units to drive in-store traffic and online sales, and in September the retailer ran an interactive mobile game that incorporated word recognition to promote a one-day sale.

The retailer’s ad included a built-in game that asked consumers to type in words such as “bag” and “shoes” that were associated with Macy’s merchandise.

Macy’s taps gamification 

When consumers clicked on the ad, they were directed to Macy’s mobile site where the sale was promoted.

By mixing a game into its ad, the goal behind the campaign was to ultimately drive traffic to and sales from Macy’s mobile site by first building brand awareness through word association.

McDonald’s beefs up mobile social ads on Facebook with rich media
Similar to Macy’s, McDonald’s is a brand to constantly watch in the mobile advertising space since the QSR regularly taps mobile to get the word out about promotions and new products.

In October, McDonald’s launched its first mobile ad campaign that marries rich media and social media. Rich media mobile ads were placed in Facebook and Twitter mobile apps and the National Football League mobile site.

A screenshot from the McDonald’s campaign

A bigger campaign around the launch of McDonald’s Mighty Wings featured NFL quarterbacks Joe Flacco and Colin Kaepernick as culprits who may have stolen the wings. Via the mobile ad, consumers could learn more about the seven suspects who were accused of stealing the wings.

The ad also pulled in a store locator feature so that consumers could find a restaurant to try the Mighty Wings.

Now that QSRs have established a solid presence in using mobile advertising to drive foot traffic, the next big push for many of these companies is to pump up the creativity around store locators with fun and interactive ads.

Pinkberry drives in-store product launch trial via mobile advertising
Frozen yogurt chain Pinkberry launched a location-based ad campaign that served up mobile coupons to lure nearby consumers into stores in April.

The ads ran within the Pandora iPhone app with creative that showed consumers how many miles away they were from a Pinkberry location.

Pinkberry serves up mobile coupons

When clicked on, a landing page presented an offer for $1 off of agreek yogurt product. The landing page also included directions and a click-to-call option.

The coupon was redeemable by showing a screen grab of the ad at the point-of-sale.

As marketers increasingly look to make mobile ads more contextual and relevant to consumers, location and targeted data has been one of the biggest growth areas in the industry this year.

Taco Bell flaunts Happier Hour campaign through interactive iAd push
Taco Bell betted big on mobile advertising to drive in-store traffic this year with a campaign to promote drink discounts.

In April, Taco Bell ran an iAd as part of the marketing push behind Happier Hour when consumers could buy Mountain Dew Baja Blast Freeze drinks for $1 from 2 to 5 p.m.

Taco Bell loads iAd with calls-to-action

The brand’s interactive advertising campaign included location and time-targeted calendar reminders and the ability to send animated emails that reminded consumers about the promotion.

Driving traffic to a location is the ultimate goal of all QSRs, and Taco Bell’s campaign with multiple calls-to-action shows the variety of options that marketers have in helping pushing a consumer into a store.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at

Mobile Photo Sharing Ecosystem – Business Insider

Mobile Photo Sharing Ecosystem – Business Insider.


BI Intelligence

The digital camera feature has been a major driver of mobile phone sales for a decade. But Instagram’s sale to Facebook last year was a watershed moment for the mobile photo-sharing industry.

Among other things, it showed that a mobile-first photo sharing service could be worth $1 billion [≈ box office sales of ET: The Extra-Terrestrial, 1982] dollars, and that the app store economy could grow a photo-focused social network at speeds so alarming that an incumbent — in this case, Facebook — would be prompted to neutralize the threat by acquiring it.

In a new report from BI Intelligence, we take a fresh look at the mobile photo-sharing industry and analyze data to see how Instagram has fared since they were acquired, study a few rising competitors including Snapchat,  look at how mobile start-ups and established Web-centric businesses are monetizing camera and photo-sharing apps, and examine opportunities for brands to use their engaging networks. 

To access the full report, sign up for a free trial of BI Intelligence today >>>

Here’s a brief overview of the mobile photo-sharing ecosystem: 

Read more:

Ads on smartphones growing, but marketers still learning mobile medium –

Ads on smartphones growing, but marketers still learning mobile medium –


Ads on smartphones are so small that an irritating problem has emerged: “fat finger” syndrome. The ailment is caused by accidentally clicking on a banner ad as your finger scrolls through a mobile website or app.

Google, a big seller of mobile ads, has come up with a makeshift cure: If your finger merely slides on the outer border of an ad, the search giant will prompt you to verify whether you meant to click on it.

The blip says a lot about the state of mobile advertising. Advertisers are spending more money on mobile marketing, but the tracking and measurement tools are still immature. Smaller screens also are challenging marketers to come up with creative and innovative ways to reach consumers without annoying them with tiny banner ads.

So far, the powerful promise of mobile, offering the opportunity to pop relevant deals onscreen at the moment consumers are in the time and place to spend, has gone largely unrealized. Technology companies like Google Inc., marketers and advertising firms have tested advances such as geolocation, but adoption has been limited.

“Mobile advertising is in a really weird place right now,” said Melissa Parrish, a senior analyst at Forrester Research, the technology research firm. “Is it online paid advertising made little? That’s the way it’s largely been approached. But in 2013, I hope (advertisers) start to move beyond that thinking. Mobile is special.”

The highest concentration of smartphone users is the 25 to 34 age group, one of the most coveted demographics for advertisers. Overall, 45 percent of American adults have a smartphone, according to the Pew Research Center.

The rapid penetration of smartphones — Apple introduced the iPhone just five years ago — has created a new medium that marketers have scrambled to learn. One research firm estimates that in 2012 mobile ad spending will nearly triple what was spent last year, topping $4 billion. Despite the explosive growth, businesses are devoting a relatively small piece of their total advertising dollars to mobile ads — 2.4 percent this year, according to eMarketer, which tracks display, search and messaged-based ads.

But eMarketer predicts mobile will grow 77 percent next year and reach an 11 percent share of total U.S. ad spending by 2016, overtaking radio and newspapers and making up more than one-third of all digital advertising.

“Mobile has seemingly always been in test mode,” said Kurt Unkel, president of the VivaKi Nerve Center, a research and development arm within the Publicis Groupe, a French advertising firm. “But there does seem to be momentum based on volume and key companies focused on mobile.”

Those companies include the tech giants familiar to everyone: Google and Facebook. A lot of the growth this year in mobile advertising has been fueled by Facebook, which reported $152 million in mobile ad revenues in the third quarter after starting from scratch this year. It generated 14 percent of its total advertising revenue from mobile.

Facebook is just beginning to tap the potential in mobile. The social network says 60 percent of its active users log in on phones.

Growth in mobile ads

( Tribune, Tribune / December 24, 2012 )


Google, parent of Motorola Mobility, is the largest player in mobile ads because of its dominance in the $2 billion mobile search market. The company says it’s on track to generate $8 billion a year from mobile ads and apps and media sold through its Google Play store.

A big challenge for publishers and other ad sellers is that advertisers pay less for ads on mobile devices than for online ads on desktops. There are several reasons. There is more supply of mobile ad space than there are buyers. And it is harder to track whether people make a purchase after they see a mobile ad.

But smartphones offer marketers something that desktops don’t: the ability to target users on the go. Advertisers are trying to figure out what consumers want when they are on the train, walking down the street or sitting in a coffee shop — and squeeze it into a small screen.

Deerfield-based Walgreen Co. has used mobile ads to encourage consumers to download its smartphone application for refilling prescriptions and editing and ordering photos. The drugstore chain also is targeting special offers to its mobile customers. On Black Friday, for example, Walgreen plugged in a digital “scratch off” game into its mobile app that provided discounts for Starbucks coffee products.

The goals of the app are to increase customer engagement and drive consumers into stores, said Tim McCauley, senior director of mobile commerce at Walgreen.

The app, while it brings a lot of utility to Walgreen customers, also serves as an ad for the retailer, said Unkel of VivaKi.

“Apps are becoming the brand experience for consumers,” Unkel said. “To me, that’s the most compelling thing in mobile as it relates to advertising.”

Also gaining traction in mobile advertising are targeting consumers by location to take advantage of GPS features on mobile devices. Foursquare, a mobile check-in app, has begun selling ads to merchants to provide loyal customers with coupons or updates about new products. The next big thing in location-based ads is matching place with consumer behavior so people receive relevant coupons or daily deals.

“Mobile is presenting new marketing opportunities that never existed before,” said Greg Stuart, chief executive of the Mobile Marketing Association. “Consumers have changed, and marketers have to catch up.”


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Mobile Drives Direct Response for Other Ad Channels – eMarketer

Mobile Drives Direct Response for Other Ad Channels – eMarketer.

Mobile Drives Direct Response for Other Ad Channels

MAY 30, 2012 

In-store ads drive more mobile response than print

The US is still several years away from seeing a smartphone in every pocket, but the rise of mobile and the fast adoption of smartphones have led to many consumers going everywhere with their very own direct-response tool. With the device, they use calls to action from other media to get more information—and sometimes even make a purchase—immediately, wherever they are.

As the habit of pulling out a phone to respond to ads takes hold, some media are enjoying faster uptake than others. According to March 2012 research from Google, conducted by Ipsos MediaCT and TNS Infratest, 43% of smartphone owners used their device to search in response to television ads at least monthly. Nearly as many, 40%, searched in response to ads they saw in stores.

Searching based on magazine ads and out-of-home ads like posters was less common, but seems likely to increase as smartphone owners get more and more used to pulling out their device to get information—increasingly prompted in these media by 2-D barcodes, as well.

Frequency with Which US Smartphone Owners Search on Their Smartphone in Response to Select Offline Ads, March 2012 (% of respondents)

Typically, respondents reported researching products on their smartphone while either at home (58%) or generally “on the go” (43%), followed by in a store (31%), making retail locations the No. 1 single out-of-home place for smartphone owners to take action.

Meanwhile, the locations of online ads noticed on mobile devices shifted between July 2011 and March 2012 toward a greater emphasis on general website ads as well as in-app ads. Respondents were somewhat less likely to notice ads in March on search engines or on retailer websites.

Location Where Mobile Ads Were Noticed According to US Smartphone Owners, July 2011 & March 2012 (% of respondents)

These shifts are part of a maturing mobile ad market, which eMarketer estimates will reach $2.6 billion in the US this year. Such ads have so far enjoyed click rates higher than those on desktop websites, a fact many have chalked up to their novelty. As that novelty continues to wear off, smart marketers will look to mobile’s potential for generating responses to ads in other channels as well as within mobile advertising itself.

UK: Boom In Mobile Advertising Spend – myHermes Gift Delivery News

Boom In Mobile Advertising Spend – myHermes Gift Delivery News.

Boom in mobile advertising spend- myHermes Parcel Delivery NewsMore is being spent on mobile advertising in the UK as the number of people ordering items forcourier delivery through devices like smartphones and tablets increases, according to a new report.

The Internet Advertising Bureau’s (IAB’s) 2011 Mobile Adspend Survey has revealed that companies are increasingly concerned with reaching consumers through mobile platforms as m-commerce becomes an increasingly important part of the retail landscape.

Advertising on mobile devices soared by 157 per cent over the course of 2011 to reach a record high of £203.2 million, the survey found.

This comes as mobile users become increasingly comfortable with purchasing items over their devices – a recent IAB report revealed 24 per cent of people have done so, with this figure likely to rise as smartphone penetration increases in the UK market.

Multichannel is also likely to be a growth market over the coming years, with 38 per cent of survey respondents admitting they had used a mobile device while shopping in a bricks-and-mortar store, a 35.6 per cent year-on-year increase.

Jon Mew, director of mobile and operations at the IAB, said the study indicated how crucial m-commerce has become to both consumers and businesses.

“With 26 million smartphone owners now in the UK, the opportunities for brands to interact with consumers in a more innovative and relevant way are endless,” said Mr Mew.

This was echoed by PricewaterhouseCoopers strategy manager Anna Bartz, who argued that advertising on mobile platforms is gaining increasing traction and influence, with more people becoming comfortable shopping for goods over their smartphones and tablets.

“The rapid adoption of smartphones and tablets means mobile is offering a compelling new way for brands and advertisers across all sectors to reach people,” she added.

A number of leading retailers have announced their plans to get more involved with the m-commerce market over the course of 2012, with Carphone Warehouse launching a new mobile-optimised site designed by multichannel experts Usablenet.

Smartphones: The Ultimate Shopping Companion | Nielsen Wire

Smartphones: The Ultimate Shopping Companion | Nielsen Wire.

February 22, 2012

New research from Nielsen’s upcoming U.S. Digital Consumer Report reveals that 29 percent of smartphone owners use their phone for shopping-related activities. Top activities among mobile shoppers include in-store price comparisons (38% of mobile shoppers), browsing products through their mobile Web or apps (38%) and reading online product reviews (34%).

mobile comm wire post_chart1_shopping activities

Apps, which account for the majority of mobile phone time in the U.S., may be the key to shifting consumers from browsing products on their phone to making purchases on the spot. Although only 9 percent of mobile shoppers have used their phone to pay at the register, the desire to do so is apparent – 71 percent of app downloaders would be interested in an app that allows them to use their phone as a credit card. iPhone users are more interested in this option than Android users, with over a third (39%) saying they would be extremely or very interested in an app with this ability.

App downloads overall are growing as consumers downloaded twice as many Shopping/Retail apps than they did last year.

mobile comm wire post_chart2_phone as cc

Highlights of 2011: A Crazy Year In Mobile, By The Numbers | paidContent

Highlights of 2011: A Crazy Year In Mobile, By The Numbers | paidContent.

his is the first in a series of posts over the next week that will look at the most significant developments of this year in the sectors that we cover, from publishing to mobile to advertising.

SEE ALSO: Why RIM Needed To Fire Its Co-CEOs Months, If Not Years Ago

If we accept that the modern mobile computing movement kicked off in 2007 with the launch of the iPhone, than 2011 was easily the most pivotal year we’ve yet seen. Here are five numbers that illustrate just how eventful a year it was.

324 million: The number of smartphones sold worldwide through three quarters of 2011 (according to Gartner), and feel free to tack on another 120 million or so to account for the fourth quarter. That’s a 63 percent increase compared to the same period in 2010. And amazingly, that’s still only about a quarter of mobile phone sales in general, which underscores just how much growth remains in this industry as component costs decline and wireless networks improve.

194 percent: The growth in Android smartphones worldwide from the third quarter of 2010 to the same period this year. Android’s growth has been nothing short of phenomenal, and while the aging Symbian remains the world’s most widely used mobile operating system Android has lived up to everything Google (NSDQ: GOOG) ever hoped it would in helping to ensure that one company—Apple—would not dominate the modern mobile market.

33.62 billion: The market value shed by Research in Motion (NSDQ: RIMM) during 2011, the year in which it became clear that the company has no clue how to move beyond the BlackBerry that sustained its business for so long until the iPhone made it look pedestrian. At year’s end, RIM had once again delayed a next-generation product while begging for more time, and time is most assuredly not on its side.

6: The number of companies that joined together in order to deny Google a chance to purchase Nortel’s horde of mobile patents in July, forcing it to spend $12.5 billion in August on a panic purchase of Motorola (NYSE: MMI) in order to obtain some sort of patent cover for Android. Patents were the ubiquitous story of 2011 in the mobile world, playing a huge role in product rollout strategies, industry alliances, and frustrating nearly everyone except Apple (NSDQ: AAPL) and Microsoft (NSDQ: MSFT) in the process.

3: The number of mobile products introduced by Apple under the late Steve Jobs, who finally succumbed to cancer in October. The iPod, iPhone, and iPad created the modern mobile market by showing the world that people were desperate for easy-to-use mobile user-interfaces that were also capable of running sophisticated applications and browsing the Web as if they were PCs. And they also set off a scramble among traditional mobile companies like Palm (NYSE: HPQ), RIM and Samsung as well as traditional PC companies like HP, Dell, and Acer to try and catch up to Apple’s lead. Android may have the numbers, but Apple’s vision of mobile computing remains more influential.

Les usages de l’Internet mobile dépasseront ceux du desktop en 2014 | Le Blog Kinoa

Les usages de l’Internet mobile dépasseront ceux du desktop en 2014 | Le Blog Kinoa.

Des notions telles que sites Web mobiles, SEO pour sites mobiles, geolocalisation, QR code, mobile socialization…  vont prendre de plus en plus de poids dans nos stratégies web marketing. Si ce n’est pas déjà fait, autant se familiariser rapidement avec ces dernières.

Le futur du marketing mobile


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