5 trends in mobile advertising – Mobile Marketer – Columns by Marco Rigon

Source: 5 trends in mobile advertising – Mobile Marketer – Columns

Marco Rigon

Marco Rigon is Paris-based global head of Mobext

Mobile World Congress 2016 has been an inspiring event for those involved in mobile advertising.
The Barcelona, Spain-based conference provided a great forum for catching up with the latest developments, including programmatic mobile, location-based targeting and, crucially, the need for creativity to justify interrupting consumers’ very personal mobile experiences.
Remember, mobile users average 3 hours and 40 minutes each day on their phones, longer than we probably devote to eating, cycling or intimacy.
So here are my top takeaways for marketers to stay relevant for mobile users.
1. Think user-centric, not site-centric, advertising on mobile 
The programmatic trend has hit mobile. This year, a huge number of players from the programmatic world came to MWC, including Sizmek and its mobile platform StrikeAd, Rubicon Project and AOL.
Audience planning and accurate targeting are clearly moving center-stage in mobile marketing, too.
Mobile programmatic is a new user-centric approach, combining data to activate true audience planning.
Until now, the mobile industry had a site-centric approach.
If you wanted to reach affluent people in Paris, you put something on Le Monde’s site.
Now we know that when this same affluent person is getting bored waiting for his plane, he is playing Candy Crush. So it is worth reaching out to him on Candy Crush because that is where he has time available and is more receptive to the message.
The beauty of programmatic is that none of this data is personally identifiable.
2. See where consumers go and find out who they are 
Location-based marketing is a growing area of mobile advertising and one that no other media can replicate.
See where your consumers are going, understand who they are and how to speak to them.
For marketers, the ability to know at all times where users are located opens extraordinary opportunities.
In addition, not only does GPS data provides great insights about users, but this data can also be activated to create actionable audience segments based on real behavior.
By gathering location – life spaces – and immediate usage data, we know so much.
Every morning before 8 a.m., an average user logs on through an IP address in Brooklyn, New York. He must live there.
Between 8:30 a.m. and 8:45 a.m., he arrives in Midtown Manhattan, where he buys a bagel. This information interests Dunkin’ Donuts. He bought a Starbucks coffee through its application, and then worked all day on Park Avenue. He is a CSP+ category consumer.
We even know that every year in June, he visits Barcelona for a week. We know a lot about this person, but not his name. Imagine the marketing possibilities.
3. Mobile apps and experiences beat ad blocking 
Ad blocking has been much discussed last week in Barcelona.
Of course, the best way to tackle ad blocking is to stop annoying people. This does not mean you need to stop advertising, but you have to be relevant and you have to give value to the user.
Remember, ad blocking affects sites but does not touch mobile apps at all. For brands, this means creating a new marketing paradigm.
Mobile creates considerable value by generating new and sustainable business models such as Nike + and Starbucks Mobile Order and Pay system.
Above all, we need to help marketers develop mobile experiences that create value and build long-term relationships with consumers.
4. A true cross-device approach starts with mobile
Mobile-first creativity is one of the keys to success.
You cannot go cross-channel and simply transfer a Web campaign to mobile. You must start from where people are spending the most time – mobile – and simplify for where they are spending less time – the Web.
Forget boring banners and things that make no sense for the user.
In addition, mobile allows you to capture sensors from gyroscope, camera, the pinch screen to zoom in and out and, soon, Virtual Reality and 360 video.
For example, an immersive car ad using the gyroscope puts you inside the vehicle looking round as it is driving along. Try doing that with a laptop.
5. The opportunity to seize is mobile video
The explosion of mobile video has transformed the way content is consumed and shared on mobile platforms.
Nowadays, social content is inherently mobile, allowing users to live instant experiences. Periscope and Meerkat come to mind.
YouTube and Facebook rack up millions of hours of views. Snapchat has realized that vertical video is the future, since most of us use mobile in the vertical orientation. This is preferable to landscape orientation, which leaves empty blocks on either side of the screen – which brands are paying for and people are not looking at.
The TEADS stand at MWC highlighted its native video offer. Pre-roll advertising is not the right way forward. Pre-roll on mobile is even more annoying than on the Web.
Instead, consider “inRead” formats, with video positioned in premium content and only launching when in view on the screen. Then consumers are led to a full mobile experience afterwards. This is much more user-friendly.
MWC GIVES ME hope that mobile advertising is moving in the right direction.
Marketers are putting the needs of the audience at the heart of their strategies.
A new focus on creativity as a way of engaging with consumers through mobile, combined with the use of data for better targeting, is just the boost that mobile advertising needs.
Having said all that, the truth is that mobile will probably be obsolete in 15 years’ time.
This inert object that we check 200 times per day will be forgotten because of mobility.
Mobility is itself on the move, becoming part of the cityscape through the Internet of Things and Smart Cities and, at the same time, becoming intimate with humans through wearables such as watches and shoes.
Tomorrow, mobile will become our second skin, fully connected. So now is the time for brands to truly get to grips with mobile as the future beckons.
Marco Rigon is Paris-based global head of Mobext, Havas’ mobile marketing agency. Reach him at marco.rigon@mobext.com. 

UK Mobile Ad Spend Hits £1bn | Mobile Marketing Magazine

UK Mobile Ad Spend Hits £1bn | Mobile Marketing Magazine.

Mobile ad spend broke the billion pound mark in 2013, hitting £1.03bn, 93 per cent up on the 2012 total of £529m, according to the latest Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC. Mobile now accounts for 16 per cent of all digital advertising spend compared to 10 per cent in 2012.

Social media advertising spend on mobile increased to £221.8m in 2013, and by 71 per cent across digital channels overall, to £588.4m. Consequently, mobile now accounts for 35 per cent of total digital social media advertising.

Display advertising across the internet and mobile grew by 22 per cent on a like-for-like basis to reach £1.86bn. With mobile display growing by 180 per cent on a like-for-like basis to £432.4m in 2013, mobile now accounts for 23 per cent of total digital display advertising.

Digital advertising online and on mobile increased by 15.2 per cent to 6.3bn, compared to £5.45bn in 2012. And among media owners who submitted revenue figures to the IAB/PwC, tablet-dedicated advertising (not including internet advertising displayed on a tablet by default) grew by over 400 per cent to reach at least £34.4m in 2013; up from £6.8m in 2012.

Tablet ownership up
This increase has been fuelled by an increase in tablet ownership, which grew 63 per cent year-on-year from 11m to 17.9m Britons in February 2014 according to comScore’s mobiLens research. Over one in four British consumers now owns a tablet, and 36 per cent of people accessing the internet are now doing so via tablets, according to UKOM/comScore February 2014 figures.

57 per cent of tablet owners online say it’s their “go-to” device to surf the internet at home, according to YouGov data. 66 per cent say it’s easier to go online using a tablet, while 65 per cent say they like to use them while watching TV.

Online banking 
Banking and finance is the area of people’s lives that would be most affected without the internet or mobile phone – cited by 48% of Britons online – followed by keeping up with current affairs (37 per cent) and relationships with friends and family (35 per cent).

“Digital advertising continues to grow at impressive rates simply because marketers are becoming more responsive and savvy to the increasing ways people consume content across different devices,” said Tim Elkington, director of research & strategy at the IAB. “However, there’s still a lot of work for the industry to do when it comes to tablet advertising. Spend on ads designed specifically for tablets is growing fast but it’s still a very small part of the pie – despite the increase in tablet ownership, and the crucial role they play in people’s internet use at home. The tablet has moved from the offices of early adopters to the nation’s living rooms and advertisers should be following suit.”

Paid-for search marketing increased 14 per cent on a like-for-like basis to £3.49bn. Classifieds, including recruitment, property and automotive listings, grew 9 per cent like-for-like to £886.5m, accounting for 14 per cent of digital ad spend.

Video advertising grew by 62 per cent year-on-year to £324.9m. Video now accounts for 18 per cent of all online and mobile display advertising. Driven by mobile display and video, the consumer goods sector continued its dominance as the biggest spender on digital display advertising, overall – accounting for 18 per cent in 2013, compared to 16 per cent in 2012.

Zac Pinkham, managing director, EMEA at advertising platform, Millennial Media, believes that breaking through the £1bn mark proves that mobile has moved from an experimental to a strategic phase.

“Where the UK mobile ad market was initially driven by performance advertisers, these results show that it’s now maturing and mirroring the US more closely as growth is fuelled by brand advertisers,” he said. “Driven by a 93 per cent overall rise on the previous year, the IAB’s results have indicated the significant impact of tablets near-ubiquity in UK households in driving spend. Our own platform data from 2013 supports this, with tablets accounting for 24 per cent of ad impressions, and overall growth also being driven by mobile video and display advertising.
“Mobile ad spend is only set to continue, and we believe that the next phase of growth is in new measurement solutions. When brands can easily evaluate the effectiveness of mobile to demonstrate the impact on real-world metrics – such as brand uplift, foot traffic, or increased revenue – then I believe we’ll see even further dramatic growth in the industry.”

Read more at http://mobilemarketingmagazine.com/april2014-mobile-ad-spend-figures#0A3jAh3wYrDVETOt.99

Pourquoi la publicité mobile va décoller ? (source: l’expansion)

Grâce aux smartphones et aux applications iPhone, la publicité sur mobile est enfin parée au décollage. L’efficacité est au rendez-vous et la croissance atteint 30%. Le grand mercato des régies a démarré, le marché se structure à l’aide de standards et d’outils de mesure d’audience.

La pub sur mobile, ce n’est pas l’Arlésienne, c’est la Belle au Bois Dormant. Chaque année on prédit son décollage, on voit qu’elle respire encore, et puis plus rien ou presque jusqu’aux traditionnelles prédictions du mois de janvier. Grande nouvelle : avec l’iPhone, elle a trouvé son prince charmant. Avec l’explosion des smartphones et des applications, de nouvelles opportunités s’offrent réellement aux annonceurs.

Selon Berg Insight, le marché mondial du marketing et de la publicité sur mobile va passer de 1 milliard d’euros en 2008 à 8,7 milliards en 2014, pour atteindre à cet horizon 11,4% du marché total de la publicité en ligne. Juniper Research estime quant à lui que les dépenses publicitaires sur mobile vont quadrupler dans les quatre prochaines années, pour atteindre 6 milliards de dollars en 2014.

Les grandes manoeuvres

Preuve qu’il ne s’agit pas d’un simple frémissement, les grands acteurs de la convergence Web-mobile-informatique ont démarré les grandes manoeuvres pour se positionner sur ce marché émergent, au moment où les frontières s’effacent entre les types de supports (les téléphones se rapprochent des PC, les PC se rapprochent des mobiles sous la forme de tablettes…). Leur objectif : devenir le passage incontournable pour les annonceurs. Les régies des opérateurs n’ont qu’à bien se tenir.

Google, qui a racheté la régie mobile Admob pour 750 millions de dollars en novembre dernier, a modifié son service en janvier pour permettre un ciblage par téléphone et par opérateur. Microsoft a répliqué avec une solution permettant de ne cibler que les navigateurs capables de lire le HTML. Apple, a lui aussi mis la main sur une régie mobile en janvier, Quattro Wireless, pour 275 millions de dollars. Et il a débauché un ancien spécialiste de la communication publicitaire sur mobile chez Microsoft pour constituer son équipe commerciale européenne. Opera Software, qui édite des navigateurs Web pour plateformes mobiles, y est allé de sa petite acquisition (8 à 15 millions de dollars) avec le rachat de la solution de diffusion de publicités AdMarvel.

En France, le marché se structure

D’après le baromètre annuel 2009 du Syndicat des Régies Internet(SRI), le chiffre d’affaires net de la publicité mobile (hors SMS) s’est élevé à 23 millions d’euros en 2009, soit 1% seulement du marché publicitaire online total. Mais la croissance s’élève à 30% par rapport à l’année précédente. Benoît Corbin, président de la Marketing Mobile Association (MMA) France, confirme : “Depuis six mois, les adhérents sont débordées. Il y a un business incroyable de campagnes, d’applications, de sites… On refuse même des budgets et des consultations.” La croissance s’est accélérée grâce au développement du marché des applications iPhone. Elle s’explique aussi par l’augmentation de l’inventaire disponible: l’Association française du multimédia mobile (AFMM) estimait à plus de 4.000 le nombre de sites Internet mobiles en France à fin 2009. Une croissance de l’inventaire devrait en outre faire baisser les tarifs des espaces dans les prochains mois explique Benoît Corbin.

De grands annonceurs viennent d’ores et déjà sur le mobile, en France. Parmi eux, Coca-Cola, Danone, Galeries Lafayette, Voyages-Sncf, Société Générale, Lemonde.fr, Venteprivée, Nissan, ou encore McDonald’s. Chez Aegis Media, l’une des grandes agences d’achat d’espace, le budget moyen des campagnes mobiles est passé de 60.000 euros en 2008 à 80.000 euros en 2009. Côté régies, le marché se partage entre une dizaine de gros acteurs, dont les trois opérateurs Orange, SFR et Bouygues (via TF1 Publicité), Google et Microsoft.

Pour favoriser le développement du marché, l’effort porte sur la définition de standards, à l’instar des bonnes pratiques mises en oeuvre sur le Web. Ainsi en 2008, l’IAB France et la MMA France ont publié une charte de recommandations pour la convergence de la publicité sur Internet fixe et Internet mobile. La MMA France travaille actuellement à la définition de nouveaux standards spécifiques aux applications mobiles. Ils devraient sortir au premier semestre 2010. Enfin, on devrait voir cette année émerger le serpent de mer de la mesure d’audience mobile, qui sera financée par les opérateurs et réalisée par Médiamétrie.

Pourquoi le marché intéresse les annonceurs

La cible. En France, le potentiel de la publicité sur mobile n’est pas négligeable. 31% des possesseurs de mobile seraient des mobinautes d’après une enquête conduite par Ipsos pour l’AFMM en 2009, et 75% de la population est couverte par la 3G. 75% de ces mobinautes ont moins de 35 ans, et 29% se connectent au moins une fois par jour. 18% ont déjà cliqué sur une publicité sur mobile.

La palette d’outils. Depuis l’avènement des smartphones et de la 3G (tailles d’écran et vitesse de connexion supérieures), on peut faire de la publicité sur mobile presque comme sur un ordinateur, et plus seulement du marketing direct via SMS ou MMS. Bannières, achats de mots-clés dans les moteurs de recherche, sponsoring d’applications, habillages de page, interstitiels, vidéo… Tout est permis.

L’efficacité. Avec deux avantages par rapport au Web : plus de possibilités de ciblage (par géolocalisation, type de téléphone…), et une efficacité supérieure : le taux de clic sur les bannières publicitaires mobiles se situerait entre 1% et 3% en moyenne, contre moins de 0,2% pour Internet, selon l’AFMM. Aux Etats-Unis, la dernière campagne mobile de Ford pour le modèle Taurus a réussi à enregistrer un taux de clic de 20%.

Et maintenant, les tablettes

L’arrivée sur le marché de nouveaux écrans comme les tablettes, à la croisée des PC et du téléphone mobile, devrait encore faire progresser la publicité sur mobile, avec de nouveaux formats à la clé pour les annonceurs. Mais Benoît Corbin se veut prudent : “Il y a des attentes, mais il faut d’abord voir si les ventes sont au rendez-vous, et il faudra sans doute de toute façon redévelopper les applications.”

De fait, sur l’iPad par exemple, les annonceurs ne pourront pas se contenter de recycler leurs publicités Web, souvent en Flash (la tablette d’Apple ne supporte pas Flash). Mais avec un peu d’investissement et d’imagination, les promesses des tablettes sont alléchantes : vidéo, nouveaux espaces sur les sites médias via la fonctionnalité e-reader, jeux vidéo publicitaires… Du travail pour Quattro Wireless, et les autres.

Orange puts Blyk to good use with mobile brand advertising offering (Source: GoMo News)

There was a bit of a skirmish last year, in July 2009. Ad-supported mobile network Blyk went through a “will-they-won’t-they” period of shutting up shop, before finally dissolving and merging parts of the company with mobile operator Orange. And now Orange is launching what could be a powerful new advertising service using Blyk technology. Let’s have a look back to see exactly what’s going on.

Who were Blyk?

Blyk was an incredibly bold idea for a mobile operator…. bold as in “brash”, not bold as in “naughty”. The idea was to use advertising revenue to give customers free voice minutes and texts. It was based around the concept that once advertising becomes well targeted enough, it stops being advertising and becomes genuine news content. So Blyk threw a lot of effort into targeting. The basic offer to customers from Blyk was this:

1) Tell us what kind of things you like
2) We’ll send you relevant advertising based on those things
3) The more advertising you agree to recieve, the more free minutes and texts we’ll give you

It gave advertisers an unparalleled and receptive audience, and it gave the audience a good reason to view ads. And Blyk would balance out the revenue loss from customers by selling incredibly valuable ad space to advertisers.

Sounds good!

Yeah… but it didn’t really work out. Part of the reason for that is that voice minutes and texts have become so cheap over the last year that people are getting them practically for free anyway. Last year, after a lot drama (which Bena neatly summarises here), Blyk announced that it was shutting down its operations and selling its targeted advertising branch to Orange. This was a hot property, with plenty of other operators trying to get their hands on it, including O2 and Vodafone.

So what’s the news?

Orange has announced a new advertising service called ‘Orange Shots’. It’s an SMS/MMS based service to allow brands to interact directly with targeted segments of the Orange user base… although at the moment brands can only use the service to send ads to the 100,000 people subscribing to the “Monkey” plan of Oranges Pay As You Go offerings.

How does it work?

Basically the same way that Blyk did. Monkey customers who have opted-in to the service will receive ads from companies – and earn incentives for doing so. Orange uses a lot of PR friendly jargon like “rich, creative, engaging and fun mobile advertising campaigns” and “[have] real time conversation with customers happy to hear from [you]“, but ultimately it’s the same deal as before. The operator is paying its customers to look at ads.

Orange has been testing the service since September, and claims response rates of between 21-39%, depending on the service being advertised.

Apple buying mobile ad network Quattro Wireless for $275M? (Source: engadget.com)

By Chris Ziegler posted Jan 4th 2010 11:19PM

Now that everyone and their mother’s got a smartphone, you’ve got a pile of sweaty capitalists pounding on the door trying to find every last conceivable way to turn the trend into cold, hard cash. One of the most obvious — quality apps from a central clearinghouse — is proving fruitful through countless official platform app stores, but targeted mobile advertising has to be a close second. Google saw the writing on the wall and snapped up AdMob not long ago; one of AdMob’s competitors, Quattro Wireless, is now rumored to be locked up for a purchase by Apple for a cool $275 million as early as tomorrow. While mobile ads (or ads of any sort, really) aren’t event remotely in Cupertino’s repertoire, it’s easy to see how this could give the company an opportunity to capitalize on the iPhone’s vibrant free app ecosystem, centralize revenue for devs (while stealing a nice little cut for itself), and take back a cottage industry that’s flourished since the App Store’s debut. At this point, it’s unclear what this means for iPhone users — or would-be tablet users, for that matter — but seeing how this jibes with recent Apple IP, this tie-up might actually make a frightening amount of sense


Tips for mobile marketing in 2010 – (source: imediaconnection.com)

A very interesting one – just stolen from: imediaconnection.com

One digital stalwart has six tips for account managers looking to consider mobile advertising in next year’s campaigns.

Just two years ago, Steve Jobs brought the iPhone to the world and since then the term ‘apps’ has become a household name, with more than 100,000 mobile applications available for the iPhone alone, plus apps for Symbian, Android and other popular handsets. This mobile revolution is a tipping point for people connecting with the mobile internet and we now see nearly 4 billion people worldwide accessing the internet through mobile devices everyday. Just this week, mobile advertising got a huge valuation and push into the limelight from Google when they announced that they were to buy mobile ad marketplace Admob for $750 million. If you aren’t keeping an eye on this mobile revolution and how to reach people through this medium, you are missing out on a powerful way to connect with consumers. But it is not too late. With 2010 just around the corner, ad spend budgets are being formulated for the new year and can include, at surprisingly affordable rates, planning for mobile advertising campaigns. Here are three reasons why a mobile advertising company can benefit a brand:

  1. Reach a global audience of 4 billion people, or target a geographic region
  2. Connect with consumers through the most personal device they own
  3. Extend brand awareness and engagement to the mobile medium

With millions of people accessing web content through mobile phones, the mobile advertising market has grown fiercely over the last three years and so has the number of mobile ad networks offering services. If you are investigating mobile advertising for 2010, you have probably encountered a number of ad networks offering services with different reach and inventory. New optimisation platforms have emerged to connect international or local campaigns with global mobile inventory. In planning a mobile advertising campaign, it is best to turn to the experts to figure out the best approach, keeping in mind:

  • The geographic reach of the mobile advertising company (can you reach North America and Europe effectively?)
  • Amount of inventory of mobile content supplied by a company (what category of apps and services is using the mobile advertising company you are thinking about picking?)
  • Does the network serve ads on the most popular handsets (can you reach customers on the iPhone and Android or other smartphones with the mobile advertising company you have in mind?)

Here are six tips in planning your first mobile campaign:

  1. What countries and demographic target group do you want to reach? Provide a list of targeting specifics like geographic regions, gender, age and content category (channels) to the mobile advertising company.
  2. Do you have engaging banner campaigns and is your branded mobile site ‘conversational’? Mobile citizens are very discriminating with their attention. Get a great award winning mobile agency to show you how.
  3. What are the handsets that you want to serve ads on? Be sure to check that your mobile content (landing pages) will have compatibility with iPhone, Android, Blackberry and other popular handsets.
  4. What are you planning to spend? A mobile advertising campaign can cost as little as £20, but can easily be £50,000 for a global outreach.
  5. What is the timing on your campaign? Work with the mobile advertising company to schedule best times for campaign distribution and to determine the best length of time your campaign should run. Mobiles have peak usage time, much like other media.
  6. Promote it! Remember to promote your mobile advertising campaign in other media, such as social media networks and through traditional PR channels, to increase attention.

Many advertisers and customers of our local ad network partners are running mobile advertising campaigns based on targeting criteria, such as location, that see impressive lifts of up to 600 per cent compared to non-targeted ads. Smaato works in partnership with content publishers to enrich the handset users’ ad requests with anonymous keywords, which help to work out channel segments and pinpoint reaching the most relevant mobile consumers in a target market. I think mobile advertising spend will have a significant growth rate in the upcoming year. After the worst of the recession is over, we think we will go back to the growth rate of 2008 and with the ongoing iPhone, Android, mobile internet and social media hype, the media planners will open up their eyes and budgets to the medium that is always in close reach of the consumer. So, in planning for 2010, make room for ad spend in mobile advertising and reach consumers through the most personal accessory they own — their mobile phone.