Mobile computing isn’t that “mobile.” About 70% of tablets aren’t linked to a cellular data plan, and a recent study by AOL found that 68% of time spent on smartphones occurred in people’s homes. If you think about it, the mobile revolution arguably started in 2008, when laptops outsold desktop PCs in the U.S. for the first time. For marketers, though, there’s a big difference between mobile advertising and the desktop kind.
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Publishers are literally driving engagement between the print product and digital platforms by linking print magazines directly to smartphones. The idea aims to neutralize the “either-or” aspect of print and mobile and merge the strengths of both.
“We’re connecting print to mobile because we believe we’re well poised with our demographic—they are glued to their phone,” says Jason Wagenheim, vice president and publisher of Teen Vogue. “We did a study earlier this year that found that 9 out of 10 of our readers are shopping with their mobilephones. They’re not just making purchases, but using their phone while they’re shopping, searching for coupons and texting friends photos of dresses when they’re in a store.”
In recent years, two important trends in digital have occurred simultaneously: real-time bidding (RTB) has taken off and revolutionized digital advertising, and the rise of mobile has forever changed the way we interact with digital content. And yet, surprisingly, when it comes to RTB on mobile, we’ve haven’t made a great deal of progress. Even some of the most fundamental questions remain unanswered.
What does mobile even mean? Is a tablet a mobile device? How about a laptop with an LTE or 3G connection? If we assume a mobile device is a tablet or mobile phone, then there is a further problem. RTB-based ads can appear inside an app, but they can also appear on a website being viewed on a mobile browser. Each experience is vastly different and has different limitations.
Let’s take a look at three distinct types of RTB on mobile — and see why one should be banished from the definition of mobile advertising.
HTML5 is a new technology that allows developers to build rich web-based apps that run on any device via a standard web browser. Many think it will save the web, rendering native platform-dependent apps obsolete.
So, which will win? Native apps or HTML5?
A recent report from BI Intelligence explains why we think HTML5 will win out, and what an HTML future will look like for consumers, developers, and brands.
There’s more than one way to create a mobile commerce web site, and Google Inc. now has something to say about it. In a recent blog post, the search kingpin and Android maker offers three recommendations when it comes to creating a mobile presence that Google can easily crawl and index for consumers searching the mobile web. And its No. 1 suggestion is responsive web design.
Responsive web design uses one set of content to build web sites on the fly that best fit the screen size of the device requesting the site. It’s somewhat modular, shifting blocks of content up and down or left and right to create a site that looks good on a PC, a tablet, a smartphone or even a TV. Responsive design saves a retailer from having to build separate sites optimized for smartphones and tablets. But responsive design is resource-intensive, and requires coding skills that are not yet common.
A year after Apple co-founder Steve Jobs’ death, the company has changed, analysts said today. Oh, no it hasn’t, said others.
There’s no question that in the 12 months since Jobs’ death on Oct. 5, 2011, Apple has remained a powerhouse — some would hazard thepowerhouse — in technology.
Yesterday, Apple’s share price closed at $666.80, 79% above its price one year ago today. Revenue for the second quarter — the most recent earnings reported by Apple — was $35 billion, up 23% from the same quarter in 2011. And in the quarter ending June 30, 2012, Apple sold a record 17 million iPads, the tablet that Jobs himself introduced in January 2010.
Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.
The study found that rich media features, such as product carousels, mapping and “lookbooks,” saw click-to-site rates three times as high as similar mobile ads without these interactive tools. Video in mobile ads increased time spent. For auto ads, average time spent increased 28% compared to ads without video, and 32% for technology industry ads.