Mobile Use in the U.S.

• This year mobile use in the US finally surpassed desktop use, with 60% of total digital media time spent on smartphones and tablets, up 10% from the previous year.

• The US has finally caught up with global trends, and the mobile screen has become the primary screen.

• That fact will define not just the mobile landscape but also all digital media strategy in 2015.

Mobile Marketing by Definition:

Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.

Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".

Andreas Kaplan >> >> >> >> >> >>

If you want to make money …

… get into mobile marketing now

• New data from BI Intelligence finds that US mobile ad spend will top nearly $42 billion in 2018, rising by a five-year compound annual growth rate (CAGR) of 43% from 2013.

Industry Predictions

• Display and video will be the fastest-growing mobile ad formats as digital ad dollars quickly shift from desktop to mobile, and ad products improve.

• US mobile display and mobile video ad revenues will grow at an astonishing CAGR of 96% and 73%, respectively, between 2013 and 2018.

Industry Predictions

• But search and social media will still account for the largest share of US mobile ad revenue during the forecast period.

• Search is a strong format on mobile because of its convergence with local-mobile targeting.

Industry Predictions

• Mobile programmatic ad revenues, including ads sold through real-time bidding (RTB), will account for 43% of US mobile display-related ad revenue in 2018, up from only a 6% share in 2013.

• “Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves Request for Proposals (RFPs), human negotiations and manual insertion orders. It’s using machines to buy ads, basically.

It’s the future of advertising, but …

• But programmatic will still be limited by the lack of robust cookie-based targeting on mobile.

Industry Predictions

• In-app mobile ads perform much better than mobile web ads, and ad spending will likely follow performance and usage.

• In-app click-through rates averaged 0.56% globally compared to 0.23% for mobile web ads during the first half of the year, according to Medialets.

Proximity marketing

• Proximity marketing is the localized wireless distribution of advertising content associated with a particular place.

Proximity and Beyond

Tom Cruise Knowshttp://youtu.be/7bXJ_obaiYQ

SMS and MMS

• Short Message Service (SMS) is a text messaging service component of phone, Web, or mobile communication systems. It uses standardized communications protocols to allow fixed line or mobile phone devices to exchange short text messages.

• Multimedia Messaging Service (MMS) is a standard way to send messages that include multimedia content to and from mobile phones. It extends the core SMS capability that allowed exchange of text messages only up to 160 characters in length.

Push Notifications

• Push notifications were first introduced to smartphones by Apple with the advent of the iPhone in 2007. They were later further popularized with the Android operational system, where the notifications are shown on the top of the screen. It has helped application owners to communicate directly with their end users in a simple and effective way.

Push Notifications (cont…)

• If not used wisely it can quickly alienate users as it causes interruptions to their current activities on the phone. It can be much cheaper if compared to SMS marketing for the long run, but it can become quite expensive on the short run, because the cost involved in application development.

App-based marketing

• With the increasingly widespread use of smartphones, app usage has also greatly increased. Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. This allows for direct engagement, payment, and targeted advertising.

• There is a lot of competition in this field as well. However, just like other services, it is not easy anymore to rule the mobile application market.

In-game mobile marketing

• There are 3 major trends in mobile gaming right now:

• Interactive real-time 3D games• Massive multi-player games• Social networking games.

QR Codes

• QR code (abbreviated from Quick Response Code) is the trademark for a type of matrix barcode (or two-dimensional barcode) first designed for the automotive industry in Japan.

QR Codes

• QR codes have been growing in popularity in Asia and Europe, but have been slow to be adopted in North America.Some high-profile QR campaigns in the United States have included billboards by Calvin Klein in Times Square.

Calvin Klein in Times Square

Privacy Concerns and Backlash

• Mobile advertising has become more and more popular. However, some mobile advertising is sent without a required permission from the consumer causing privacy violations. It should be understood that irrespective of how well advertising messages are designed and how many additional possibilities they provide, if consumers do not have confidence that their privacy will be protected, this will hinder their widespread deployment.

Privacy Concerns and Backlash

• A number of important new concerns emerged mainly stemming from the fact that mobile devices are intimately personal and are always with the user, and four major concerns can be identified:

• mobile spam • personal identification• location information and • wireless security

Hey Tom, what’s are Mobile marketing trends for 2015?

https://www.youtube.com/watch?v=jcbnt4Svq9Y

<< I’m so excited and I just can’t hide it!

Does Mobile Marketing Work?• Is Mobile’s Contextual Promise Paying Off?

The new hyper-targeted ad format is the latest move from the mobile advertising industry to capitalize on the growing interest in location-based marketing, which BIA/Kelsey estimates will bring in $4.5 billion this year. By 2018, per BIA/Kelsey, that number will grow to $15.7 billion.

• But while the tactic seems intrusive, you may be surprised to learn that xAd throws out 80 percent of inventory from publishers because the location data isn't accurate. Similar numbers from mobile firm ThinkNear back up xAd's claim—a mere 34 percent of ad requests based on latitude and longitude data are accurate within 100 meters of a consumer's location.

We’ll know soon enough …

Predictions

• http://www.marketingprofs.com/articles/2014/26365/six-mobile-marketing-predictions-for-2015