Eclipse Your Mobile Woes With This In-The-Know Guide

Eclipse Your Mobile Woes With This In-The-Know Guide
SHARE
THIS



Confused about the new trends in mobile coming your way? Fear not. Graham Christie, CEO of Big Mobile is hear to soothe your worries. Here’s his his tips of what to keep your eyes on.

Download trends and the smartphone.

A Study conducted by Limelight Networks called ‘The State of Digital Downloads’ across Australia, Canada, United Kingdom, and the United States concludes that the smartphone has overtaken the personal computer as the dominant device for downloading digital content with the tablet device coming in third.

Respondents say most downloaded types were movies, music and mobile apps. Over half of people asked said they only download movies or TV shows if they are free, and 64 per cent say they download mobile apps if they’re free.

The greatest propensity to pay for content was for music and games. Day-part wise, unsurprisingly, consumers tend to download at night. A headline for me was a closer look at Millennials as a segment, who, when compared to the survey base were; more likely to download content, right across the day, have less patience with download speeds, and more likely to pirate content.

I guess the take-outs are: have a diversified distribution strategy, but move to a mobile-first mind-set if you haven’t already, take a close look at shaping the CX from a download speed (ISP) perspective, and if you’re a content owner, beef up your security.

lkjlkj

(Note that the lower the device score in the chart, the more often the device is used to download content. I know, a bit odd).

Native Ads to lead Mobile Ad Revenue by 2020.

Business Insider has reported that ‘Native’ will account for 63 per cent of mobile display ad revenue in 2020, up from 52 per cent in 2015.

As a point of reference, ‘Native’ accounted for 14 per cent of ad revenue in 2014.

Now this is research conducted by HIS on behalf of Facebook so, eyes open people. Programmatic, or at least greater automation of buying/selling, is seen as a key ingredient that will fuel this growth.

I believe Native is appealing on many levels, with the ability to blend page content with ad content more seamlessly, the engagement that that delivers, and yes, the ease of deployment. I do feel though that there can be an over-dependence and spend on Native type advertising, which by its very nature offers a more homogenised version of a brands message.

Just like other mediums, a balance needs to be struck leveraging a range of opportunities that fit the decision pathway, and dialing up or down the style of impact.

Mobile lift and, dare I say, Web vs. App.

The Smaato network have released some figures based on their perspective of the mobile industry, and data from trading in the December quarter last year.

Whilst it is quite U.S. centric, what’s notable is that in that market, mobile for the first time took the majority share of all digital spending (51.9 per cent). Here’s an eye-watering figure, China’s mobile ad spend grew 1246 per cent – for the quarter.

Total ad spend on the mobile web is up 101 per cent year-on-year, with the volume of mobile web ad impressions has also doubled. The splits overall in that network is 62 per cent impressions on apps and 38 per cent on the mobile web. From an OS point of view, globally Android accounted for 35 per cent, iOS 20 per cent, and Windows 5 per cent, although the Apple impressions accounted for 33 per cent of revenue reinforcing that that audience remains more valuable, but eCPM’s on Android are narrowing the gap.

Video in China.

It appears that consumers in China are less enamored with video ads as people in other markets, so says eMarketer, reporting on a study by Kantar Millward Brown which found only 9 per cent of respondents were receptive to video ads on mobile, and 10 per cent on tablets.

This does sync with historical distaste for video ad on desktop. However, eMarketer estimates that advertisers in China will spend $5.62 billion on digital video placements this year, up 44.6 per cent over 2015. Nearly $3.1 billion in spending will go toward mobile video ads specifically.

Sir John Hegarty says…

When one of the most awarded creative people on the planet speaks about digital, we should listen.  The Co-founder of BBH says that “it’s time to put creativity back into the heart of advertising”, but in the same breath also acknowledging that doing so is a challenge.

I agree on both points.

It’s the reason we have developed Creative Impact in our business, to take mobile advertising creatively to the next level, but this stance also serves to highlight a malaise effecting many people in digital marketing. I’m not the first to say this I know, but the obsession with technology outcomes, all too often taking precedence over other, more important considerations I think is worsening as digital speeds up.

We have all spent time and money aligning ad-tech, going a long way to solving the riddle of getting an ad to right person, at the right place, at the right time, at scale and more seamlessly, but unless we now use this expensive infrastructure to deliver great quality communications that moves people, it’s utterly meaningless. We’re marketers not engineers.

Poor Mobile UX with funny tragic consequences.

Lastly, and on a comic note, have you seen Adobe’s new TVC for their Marketing Cloud services? Created by the highly awarded Goodby Silverstein & Partners, it’s the latest in a line of actually quite dark sarcastic spots, highlighting the effects of poor digital marketing, this time focussing on mobile user experience.

The narrative of the TVC revolves around two buddies out hiking, one getting bitten by a nasty snake and needing urgent attention. To the rescue comes the smartphone with good signal strength, even in the wilderness. Then, however follows a user experience over mobile that’s a long way short of optimal. It is funny, and you will smile.  Take a look for the vid called ‘Snakebite: How’s Your Customer Experience? | Adobe Marketing Cloud’.

This should be played in every digital team’s boardroom in my view.

 

Please login with linkedin to comment

Latest News

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine