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

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine