Mobile Hub: mobile in the Aussie landscape

Mobile Hub: mobile in the Aussie landscape
SHARE
THIS



Australian Mobile landscape.

April saw the publishing of the 2nd Annual IAB Mobile Landscape Study.  Research partner TNS conducted the Study which covered four areas; How is Mobile being used? Does it work? What’s coming up? And lastly, where are the challenges?  It’s a pretty extensive exercise, and a valuable view of the sector. Respondents were characterised in this 2nd study, as those that are active in the sector be they brand side, agency, or publisher, so one would surmise they are informed and seeing the pros and cons clearly.

 

So how is Mobile being used?  Well in essence more broadly.  As mobile matures as a marketing medium, so does its application to address different objectives.  Amongst buyers, Brand Awareness came out top at 82%, with Increase Engagement at 80%, followed by Sales, and then Promotional related activity.  I think the top two rankings are a combination of spend flowing out of traditional mediums, rapidly improving audience targeting in mobile, and the developing creative abilities of smart devices.  Utilisation of display is almost ubiquitous which is to be expected now, but the rise of Video sees utilisation of this product type on smartphone at 82%, and on tablet at 76%. Video has emerged as the force we knew it would be, and we will see its importance and future critical role in the ecosystem really form through the next 12 months, not just as media owners switch on video scale, but also an new B2B models from e.g. YouTube enter the market, plus of course via brands themselves investing in content. As mentioned above, targeting is a contributor to the growing confidence amongst buyers.  It’s good to see that ‘Time of Day’ (72%), and ‘Specific Location’ (70%) are so prevalent, and in terms of what buyers feel are most useful, ‘Detailed Demos’ was second only to ‘Location’.  Also a first attempt was made to get a read on mobile and programmatic trading with 48% of buyers saying they were ‘sometimes’ (42%) or ‘always’ (6%) active in mobile in this way.  We all know this space is nascent and fairly confused, (in fact almost a third were ‘Don’t Know’ in that question), so I think there will be differences in how organisations define ‘programmatic’ and therefore the interpretation of the question.  However, Australia is viewed as one of the worlds quickest evolving programmatic markets, and there are sizable claims being made by media owners, so I think we should treat this as a useful baseline. Lastly, in this section, a good view on what metrics are being used to get an understanding on how well a campaign is performing delivered a clear indication, that the toxic stranglehold of the CTR metric is over with other measures such as interactions, download behaviours, and leads being captured and passed, are ranking equally along side of CTR.                               

Post click attribution and gesture tracking for instance and the growing stability and capability of supporting technologies (both web, OS, and adtech itself), will only help drive this further I feel.

 

Does Mobile work?  A resounding 84% of respondents say yes to being ‘satisfied’ or ‘completely satisfied’ across smartphone and tablet. The perceived benefits of mobile advertising have certainly shifted away over the past few years from being merely a new display channel and one that was planned outside of the main marketing comms, to one that is viewed as complementing other channels (85%).  The other stated benefits thereafter are; immediacy (84%), location (83%), targeting (81%).  Whilst this makes complete sense, I think marketers should not be content with ticking one of these four benefits, but three or four, thereby forcing Mobile’s attributes to really surface and add incrementally to the rest of the mix.

 

What’s coming up? In terms of expectations these point to continued growth and influence with ‘two-thirds’ of marketing campaign’s forecast to have a mobile component by 2016, and tablet seeing the biggest growth of 160%, plus taking the biggest share of spend.  In the fact the relationship between smartphone and tablet is a virtuous one, with usage patterns on both now well understood allowing planners to see how these two devices can co-exist to achieve better outcomes, and better again if integrating TV.  The Study recorded 26% advertisers saying that buying across smartphone a tablet was ‘core to their strategy’, and that figure climbs a further 4% when TV is added. Video overall is forecasted to see an 85% growth between 2014 and 2016.

 

Where are the challenges? Tackling challenges around Privacy was noted as an issue, but the big one of course is industry measurement.  In the 2013 iAB Study ‘understanding mobile advertising’ was the number one concern, followed by ‘no industry measurement’.  Acknowledging mobile’s dramatic growth, (market value 300% yoy CY13 vs. CY12 iAb/PWC) sees those positions flipped with Measurement the clear headache. Certainly I think one of the impacts of the ongoing absence of a standard industry measurement model is to fuel media buys really too biased towards performance which in turn fuels a predisposition to buy on price, which accelerates commoditisation.  This isn’t a good recipe for the medium and long-term development of mobile’s value exchange with brands. The other challenge is quite basic but no less important, and that is the need for more experience, insights and case studies to find their way into the public domain.  Amongst buyers and publishers alike, this is a top 3 necessity.  From my POV then momentum for sharing has to start with brand owners.

Summary.  All in all, the Report (available in full at http://www.iabaustralia.com.au) supports what most feel, that organisations that don’t now go full throttle into mobile are losing out.  The rise in investment, and the seismic developments right across the value chain that we are all seeing endorses this. We must as an industry certainly now tackle measurement, plus look past the immediate future to realise the opportunity by focusing on higher quality outcomes, to build sustainability.

Disclosure.  Big Mobile was one of a number of funders of the 2014 IAb Study

Graham Christie, partner, Big Mobile Group

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin
  • Advertising
  • Campaigns

Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin

Clothing brand Bonds has recruited Richmond Tigers star Dustin Martin to headline as its new underwear ambassador in a powerful stills and video campaign that launches this week. Martin champions Bonds’ latest men’s underwear range by showcasing his athletic physique and signature ink against the iconic Bonds underwear silhouette. The new fashion and sports underwear […]

Ex-Pat Aussie Nick Law Appointed Publicis’ Global Chief Creative Officer
  • Advertising

Ex-Pat Aussie Nick Law Appointed Publicis’ Global Chief Creative Officer

Ex-pat Australian Nick Law has quit his role at R/GA and will become Publicis Groupe’s new global creative officer. Law, who started his career at R/GA in Sydney, will take up his new role in May. According to a statement from Publicis, Law has been tasked “to take the Groupe’s creative performance to the next […]

by B&T Magazine

B&T Magazine
Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Four Things Every Marketer Should Know About Building Brand Identity
  • Marketing
  • Opinion

Four Things Every Marketer Should Know About Building Brand Identity

Brand identity gets thrown around a lot in the industry, but how do you know if you’re doing the right thing? Peter Harris (pictured below), CEO of franchise marketing platform Digital Stack, breaks it down for you, dear reader. Brand identity is not a new concept – it’s a fundamental part of any marketing strategy […]

Opinion

by B&T Magazine

B&T Magazine
Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM
  • Advertising
  • Marketing
  • Media

Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, according to a new study, which suggests some concerns around brand safety may be misunderstood. The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious […]

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional
  • Media

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional

Nova has announced that its Kate, Tim & Marty drive show will expand its reach beyond the metropolitan market to be syndicated across 48 regional stations from today. Kate Ritchie, Tim Blackwell and Marty Sheargold, who won the Best On-Air Team (Metro FM) trophy for the second year running at the 2017 Australian Commercial Radio […]

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]