Eclipse Your Mobile Woes With This In-The-Know Guide
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.
(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.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.