Almost half (47%) of U.S. smartphone users ignore in-app ads, and 43% find them disruptive, according to a new Forrester study. Only 28% found these ads to be relevant — and just a quarter said the ads were inventive or creative. Based on these findings, the report concludes that marketers are not crafting ads carefully enough to suit the smaller smartphone screen and appeal to the task-oriented mindset of on-the-go consumers. But it also underscores the potential for in-app ads as 40% recall seeing ads for an app, app upgrade or brand and product in an app.
Plus, half of smartphone owners who use apps and have seen at least one in-app ad have researched and/or made a purchase after seeing an ad. Ads for app upgrades are the most likely to result in a purchase (20%), while those for products or services saw the lowest conversion rate, at 11%.
In-app ads for new apps or apps related to ones they are using were the most pervasive type of ads — seen by 47% — followed up ads for app upgrades (40%), and brands or products (37%). The balance included either none of the above or survey participants couldn’t recall the ad type.
The Forrester study emphasizes the importance of getting advertising right in apps, given the growing adoption of mobile devices and apps generally. Last year, about two-thirds of all mobile phone users had apps, up 22% from 2011. And 80% of mobile time takes place in apps rather than the mobile Web, according to comScore.
“Big data” has become a catchall term for the vast amount of information generated by our digital lifestyles, and the analytics techniques for dealing with it all to improve marketing, products, and business intelligence. It’s become very fashionable to decry the value of “big data” for marketing, with many pundits and consultants calling it “no big deal.”
I believe in “big data” just like I believe in the power of all data to transform our lives. Just look at the powerful applications already emerging in healthcare, world hunger, global economics, and even for those for whom hockey is more important than life itself, sport competiveness.
The opportunity in marketing and business intelligence is just as strong. Our digital lifestyles generate a tremendous amount of personal and behavioral data – in fact, IDC estimates that by 2020, the number of commercial transactions on the Internet (both B2B and B2C) will reach 450 billion per day. McKinseyforecasts that demand for “big data” in the U.S. will create up to 190,000 high-paying jobs requiring deep analytical skills by 2018.
Used responsibly, all that data has a very meaningful impact on our lives and the economy. It’s time to clear up some of the myths surrounding big data and what it can do for marketers.
Though the iPhone 5s won’t be available in stores until September 20, we were able to use some demo models for a little while on Tuesday after Apple’s media event announcing them. We scanned our thumbs, took pictures, and tried to imagine what part of space is gray. Here’s our hands-on first look.
The iPhone 5s feels an awful lot like the iPhone 5. It isn’t noticeably heavier in hand, nor is the look particularly different—save for its new color options.
In using the iPhone 5s briefly, we found it speedy and snappy, and iOS 7 looks great. We weren’t able to run any benchmark tests or particularly hungry apps, so there was no way to put to the test Apple’s claims of it being twice as fast as the iPhone 5 in many tasks. As we said, the iPhone 5s feels more or less like the iPhone 5. It’s truly an iPhone with an “s” at the end at its name—a whole bunch of upgraded internals built on top of a phone design that seems quite familiar.
It’s hard out there for traditional media. Take, for example, Lucky magazine. In late 2010, its longtime editor was recently replaced, and, like the rest of the industry, its traditional source of revenue, ad pages, was waning.
But that didn’t deter Caroline Waxler, the title’s new director of digital content, who immediately set to work. Waxler not only beefed up the shopping publication’s online presence – hiring editors and bringing bloggers into the fold – but created a huge new revenue stream: The Lucky Fashion and Beauty Blogger conference.
“From my experience, I knew conferences and live events were a big revenue generator,” Waxler, who had previously co-founded the Glasshouse NY and Glasshouse SF events, said. “There’s something special about live events and the FABB conference immediately became the big, shiny, attractive thing to sell to advertisers. It pushed a lot of revenue to the magazine.”
We’ve all heard the hype about big data’s potential to transform business, but it’s mostly theoretical today. For big data to reach that transformative level, it must move beyond the realm of data scientists and into the hands of regular users.
That’s going to take the proverbial killer app. Today, we have the seeds of such apps in a few public-facing web sites. These test cases provide a window into the possibilities of big data and what could happen if we can simplify a data set and give employees the ability to ask a variety of questions, to experiment, to let the data surprise them.
Remember the DBA?
Why this CIO chose Chromeboxes over tablets for his new retail outlets
Back in the day, database administrators controlled access to databases that stored business information. If we had questions, we submitted them to a DBA and a week or two later, we got back the greenbar paper report with the answers. If we asked the wrong question or we didn’t get the answer we expected, we started again.
With IBM preparing to furlough most of its U.S. hardware staff, computing traditionalists are reminded once again that the personal computer as we know it is on its deathbed. The question for most of us is whether to keep our PCs on life-support or pull the plug.
Last week, Forbes’ Alex Konrad reported that hardware — including servers, power and storage systems — “had been the worst performing division for the company, down 12 percent year to year,” according to IBM’s 2013 Q2 results. No, the news didn’t concern its PC business, which Lenovo bought back in 2006. But the specter of hardware decline in general highlights the decline of the PC.
Make that the accelerating decline of the PC. In March, IDC predicted that the global PC market would shrink by 1.3 percent in 2013. By May, IDC revised its 2013 forecast, predicting a decline of 7.8 percent. And that 7.8 percent fall comes on the heels of the 3.7 percent decline in the global PC market that IDC tracked in 2012.