World Tech Update – Week of 1/31/13
IDG News Service
Coming up on WTU this week BlackBerry launches its new OS and two new handsets, Nintendo won’t cut Wii U prices and Google adds new locations to is mapping application.
Upcoming Events
| Event | Date | Location |
|---|---|---|
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Content Marketing World Tech Summit
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09/12/2013 | Cleveland OH |
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Apps Boost Time Spent On Smartphones
MediaPost
The proliferation of smartphones have expanded the use of mobile apps. But new research from NPD Group suggests that apps are increasing use of smartphones. Specifically, apps are getting people to spend more time on their phones.
According to the research firm’s Connected Intelligence SmartMeter, Android users spent nearly one-fifth more time on their smartphones daily in August compared to a year ago — 247 minutes, or more than four hours compared to 210 minutes, or 3.5 hours. (NPD expects to have corresponding data for iOS devices later this year.)
Report: 40 percent of mobile ad clicks are fraud or accident
Gigaom
Wonder why mobile monetization is still lagging as Kleiner Perkins partner Mary Meeker helpfully pointed out earlier this year? Well, one reason may be that many of the clicks on mobile ads are useless, the product of an increasing amount of fraud as well as a lot of inadvertent actions, said Trademob, a German mobile app marketing platform. The company, which is in the midst of opening offices in San Francisco and New York, shared some new research with GigaOM, finding that 40 percent of clicks are essentially worthless, creating a conversion rate to install an app from an app store of less than 0.1 percent. Trademob found that 22 percent of clicks are accidental, while 18 percent are fraudulent. That could be one thing holding back mobile advertising as some advertisers question how effective their spend is on mobile.
Infographic: Mobile Features and Functions
IDG Global Solutions
To measure just how important mobile is, IDG Global Solutions surveyed more than 21, 000 IT, business, and consumer users worldwide. To learn about content consumption, popular applications, and device preferences, click to download the white paper
Tablets To Lead Mobile Advertising In 2014
MediaPost
A new report predicts that tablets will emerge as the primary platform for mobile ad revenue in the next two years as a result of their larger screen and the more immersive media experience. The Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. By 2016, tablets’ share of mobile ad sales will rise to 60%. Ads within mobile applications in particular will help to drive growth.
Apps Proliferate, but How Do Users Engage? The top 50 apps took up 54% of users’ time
eMarketer
The mobile web and apps are like parallel highways, with distinct rules and scenery and their own versions of congestion and confusion. “The day may come when HTML5 matures to the point that the experience of using a web app differs little from a native app,” said Noah Elkin, eMarketer senior analyst and author of the new report “App-etite for Engagement: Marketing Beyond the Browser.” “Ultimately, however, focusing on the underlying technology in part misses the point about what makes apps popular.”
The State of App Advertising – Rich media ads have greater traction in apps than on the web
Folio
In the heyday of print advertising, the rules seemed simpler. Competition from television, radio, and other forms advertising was a factor, but each medium was distinct—with its own attributes, value propositions, and measurements. The Web changed all that. Along with the suicidal dilemma of free editorial content, the Web brought in a whole new (and volatile) system of measuring success. Impressions, “eyeballs,” and other metrics became a science—more or less—while the value of traditional display ads seemed to founder.
If early indicators prove true, the rise of multi-function tablets is about to change all that. Although lacking the screen real estate to fully bring back the visual impact of a full color display ad, tablets bring a different level of engagement to advertising. Advertisers are only just beginning to realize this potential.
Content Is Not King
ClickZ
I am not looking to be provocative but I am sick to death of “Content is King” accepted as fact. I beg to differ; I believe that the Audience is King. So much so, that people will bring their content to your audience for a share of the money your audience is worth.
When we buy ads on a particular type of content, we do so to find an audience we have decided (through research or less scientific means) we wish to target. Content is a means to an end, helping us find audiences to market to.
Although social media has certainly made this relationship between content and audience clearer, on the Internet this has long been the case. We have had webmail and other “applications” on the web virtually forever. They are not content, but they have audiences and people have paid to advertise on them since the beginning of web marketing. Read more
Apps Alter Reading on the Web
NY Times, 2/1/11
The DVR rocked the world of television by letting viewers skip commercials and build their own home viewing schedules. Now a handful of Web services and applications are starting to do much the same thing to online publishers.
These tools make it easier for people to read Web articles how, when and where they want, often dispensing with publishers’ carefully arranged layouts and advertisements.
One popular tool, Readability, strips articles to the bare minimum of text and photographs with a single click. But now, Readability wants to give something back to publishers.