Mobile Hub – the illuminating, quizzical and mischievous

Mobile Hub – the illuminating, quizzical and mischievous
SHARE
THIS



This month has seen a mix of the positive, the illuminating, the quizzical, and, well –  the mischievous.

 

APAC Ad spend going up.

Nielsen have published their quarterly ad spend report (Global Ad View Pulse). Globally, ad spend is reported to have continued with it’s ‘re-bound’, with the top line everything and everywhere figure being 1.9% quarter on quarter growth.  So whilst much of Europe, and North America were flatfish, the APAC figure is the notable element with a solid 5.8% growth, with the star performers being Indonesia, Philippines and China each showing around 20% growth.

Facebook revenues.  Product changes paying off, or novelty?

Lots of smiles at Facebook I imagine over their financial statement this month that shows a whopping 53% revenue growth in the second quarter to US$1.81 billion.  The company attributes this to mobile, stating that it now derives 41% of it’s total ad revenues from mobile.  The shift is the important thing here, as mobile’s contribution was practically zero at the start of 2012.  Whilst click-through rates on mobile are far higher than desktop for facebook, those rates are falling.  So the question is, are these figures just a lovely blip coming as they do, as a consequence of core product and ad enhancement of late, or has Facebook ended up with a good formula that works in their environments? Publishers should never stop developing and improving ad suites, and Facebook is certainly no different. The news feed ads in their current form people will tire in my view, so facebook needs a short NPD cycle balanced with a practical understanding of the appetite for media planners and buyers to digest changes and enhancements.  There is a sweet spot, and this second element I don’t think Facebook has paid enough attention to in the past. 

Transacting over Mobile, confidence leaps forward.

Havas and Market Probe International have published some useful insights around consumers attitudes, in 31 markets, to shopping and transacting over mobile.  The  ‘Digital and New Consumer’ study found that m-commerce is taking hold far more in key APAC markets, than for instance the U.S. or Europe. In terms of researching items or looking for consumer reviews and feedback, the smartphone is an essential tool, with worldwide 43% of respondents saying that they use the device for this purpose, but this measure in some APAC markets it’s appreciably higher with for instance China at 74%, and Singapore at 58%. When asked more broadly around ‘shopping’ on mobile, again, some APAC markets recorded top scores with China at 50%, Singapore at 48%, and India 42%.  That APAC consumers display this propensity in the second decade of the internet is of little surprise, as much the scale and adoption of the internet in APAC in recent years is due to the penetration of mobile into very large marketplaces, essentially with desktop ecommerce being skipped in some markets.  This supports broader consumer insight relating to high levels of confidence of using mobile.  In the same study for instance, user or peer review content is playing more and more a part in helping people reach a decision, even up to the last second before a choice is made. Globally 61% of people say they trust peer reviews more than they trust expert reviews, in China this is 87%. Havas makes the point rightly however, that no channel is in a vacuum, and consideration and buying patterns play out across multiple touch points, so therefore should digital strategies.

 

Smart devices and multi-tasking.

The market research company DisplaySearch have added some weight and data in tracking the magnitude of multi-tasking across 15 advanced and emerging countries, so it’s relevant for us all. They note that 88% of tablet and 82% of the smartphone owners surveyed use their devices at least some of the time whilst they watch TV (in the traditional way). Some of the uses were web browsing, social media, texting, and looking up weather.   A reason cited was the ability to watch what they want where they want when they want without having to fight for the remote.  Seems perfectly understandable if a little anti-social, or am I being old fashioned? It’s important then to identify ‘like’ audiences across platforms as this time-shifting behaviour goes mainstream. Companion TV App based propositions have yet to prove themselves to any great degree, and even if they carve out a sustainable role, it will be to contribute to a far more influential intelligence based audience approach to video content consumption, and the brand stories woven throughout.

 

‘Get The Girl’ App.

I had to end on this. Those cheeky folks at Unilever UK are continuing to invest thinking and budget in mobile with their Lynx brand.  5 years after the ground-breaking ‘Get In There’ mobile campaign, they are at it again, reaching out to their core young, male, and ever-hopeful audience just in time for the Euro summer.  They are arming lads with the appropriately named ‘Get The Girl’ App, a holiday essential for rascals, which they claim is more important than your passport.  It’s a collision of gamification meets language translation, meets pick up coach, and is harmless, and silly.  It’s a good example of branded content with utility, and I’m sure will be a hit on the beaches of Ibiza and elsewhere.

 

MMA Forum.

And really lastly, the Mobile Marketing Association is holding it’s annual APAC Forum in Singapore in late August.  There’s a strong line-up, with some great topics and content promised – if you can go, go.

Graham Christie is partner of the Big Mobile Group

Please login with linkedin to comment

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]