Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
The much-discussed arrival on Wednesday of the all-new BlackBerrysmartphone and operating system, which have been deemed crucial to the future of its parent company, will be accompanied by a huge marketing campaign that is being described as the largest in the company’s history.
The campaign, with a budget estimated at more than $200 million, will include work from six agencies and the first-ever Super Bowl commercial for the BlackBerry brand, which is to appear during Super Bowl XLVII on Sunday.
In addition to the Super Bowl spot, there will be other television commercials, print and online ads, promotions, public relations efforts, events, a partnership with arts and cultural figures like Alicia Keys, a presence in social media and elaborate digital demonstrations in real time of the new offerings.
The spending will be the most ever for the company “by a long shot,” said Frank Boulben, chief marketing officer at the parent company, which on Wednesday changed its name from Research In Motion to BlackBerry, part of a corporate-wide re-branding.
I can almost guarantee, depending on sector and other broadcast factors, that right now anywhere between 10% and 30% of email subscribers are opening their messages on mobile devices such as iPhones, iPads and Androids.
This stat alone should prompt marketers into thinking about making sure their emails are displaying correctly and effectively on smaller screen sizes. Fortunately, this is where mobileoptimisation and responsive design come in. First, here are some relevant stats to take into account:
Most online video viewers are watching in-stream video ads to completion. That’s the finding of a new report from campaign management platform MediaMind that analyzed about 1 million impressions and said about 70% of the ads had been played all the way through, and 75% had been played three-quarters through.
Like cautious children learning to swim or ride a bicycle without training wheels, an astounding number of agencies have done little more than dip their collective toes into mobile waters.
Rather than develop ad campaigns tailored specifically for smartphone users, many are content or are resigned to posting staid print and broadcast copy on company websites when they should be creating dynamic and interactive copy targeted at savvy, often prosperous mobile app users.
When social strategists and brand marketers launch a social media campaign, metrics are often overlooked during the planning phase. I’ve seen this on both sides, from an agency perspective and a brand perspective. And often, this oversight is due to loaded questions such as: What metrics and key performance indicators (KPIs) should we track, why, and how does this affect the bottom line? These are all reasonable questions that often go unanswered when tracking social media campaigns and measuring the “bottom line.”
Future marketing plans will need to include mobile devices. That’s the view of an increasing number of marketers. At an IDG mobile marketing panel discussion in September 2011, Anna Bager, who leads mobile initiatives at the Internet Advertising Bureau (IAB), was asked by IDG Strategic Marketing Services Director, Howard Sholkin, where should mobile fit in a promotional campaign? Click to see her answer…
Over the next two to three years, CIOs will be tasked in helping business leaders identify, develop and instill the new strategic business capabilities (SBCs) that will help restore their businesses to full health in the post-recession world, according to Gartner, Inc. Those who don’t may find themselves sidelined.
According to the Q3 S.M.A.R.T.™ report, an in-depth look at the mobile advertising landscape, brands are spending more, and trying a variety of things to drive campaign success. Local market targeting grew 50% quarter-over-quarter, and certain “post-click” options like the ability to watch video, grew 78% quarter-over-quarter. In addition, 6 different verticals grew over 140% year-over-year.
AOL has its Portrait unit, Microsoft now has the Filmstrip.
Microsoft debuted the unit, chosen along with Portrait in an industry search for new banner implementations, on Friday with an ad for Dodge as part of the carmaker’s Grand Caravan “Never Neutral” campaign. The unit will be available across MSN in the U.S. by the summer, the company said in a blog post.
The Filmstrip is a larger unit than the standard right side box ad MSN’s home page normally carries. It is similar to a skyscraper unit, but it shows a sequence of five screens with video and the ability to shift content from within the banner. The Dodge ad uses video footage of the car’s interior. SapientNitro built the ad for Dodge. Read more
Mobile ad networks and technology vendors have historically been forced to handle ad production work themselves, owing largely the emerging HTML5 technology on which mobile ads are usually based. Some appear keen to avoid that responsibility, however, choosing instead to provide clients with self-service tools to help reduce their role in the production process.
In the past week Medialets and Crisp Media have rolled out mobile campaign management platforms that include the ability for agencies, publishers and advertisers to build large portions of their own creative using simple interfaces and pre-produced ad templates. Earlier this year, Apple too unveiled a drag and drop solution to produce ads to run across its iAd network, having produced ads itself in-house previously. Read more