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iMedia Brand Summit (Australia)

09/01/2014 - 09/03/2014 Gold Coast Australia

iMedia Brand Summit (India)

09/03/2014 - 09/05/2014 Adao Waddo, Salcette India

Data+: Analyze, Predict, Monetize

09/07/2014 - 09/09/2014 Phoenix AZ

iMedia Brand Summit: Marketing in an Always-On World

09/07/2014 - 09/10/2014 Coronado CA

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

Video Insider Summit

09/14/2014 - 09/17/2014 Montauk NY

Ad Age Digital Conference San Francisco

09/16/2014 San Francisco CA

Ad Age CMO Strategy Summit

09/17/2014 San Francisco CA

CSO Perspectives on Defending Against the Pervasive Attacker

09/17/2014 Boston MA

IT Roadmap Conference & Expo

09/17/2014 San Jose CA

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Extra! Extra! Read All About It (via Mobile)!

eMarketer

When it comes to magazine ads, reader recall is the same for print and tablet versions (52%), according to data released earlier this month by GfK MRI Starch Advertising Research. And based on May 2014 polling by IDG Global Solutions, magazines better hope this is true across all mobile devices—and newspapers should cross their fingers even more.

176330 Extra! Extra! Read All About It (via Mobile)!

The research found that among smartphone and tablet users worldwide whose devices had replaced other media, print newspapers saw the most abandonment, with 50% of tablet owners switching over to mobile news, and 41% of smartphone users doing the same. Print magazines followed: 47% of tablet-toting respondents had replaced them with a digital screen, and 33% of smartphone owners had moved their magazine reading to their phones.

These patterns were the same no matter a user’s age, though replacing traditional media with mobile was slightly more common among younger respondents. Users were less likely to have replaced other digital devices and TVs with a tablet or smartphone, and as a result, the majority multi-screened. Around three in five respondents from both groups used their mobile devices as they used other screens, and again, age didn’t play a huge role.

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Digital marketing budgets will grow

Warc

More than three-quarters of senior marketers in Asia-Pacific think digital, mobile and analytics will change the face of the industry over the next five years, a recent survey has revealed.

According to the regional segment of Accenture’s global study of 600 CMOs in 11 countries, 39% of its 180 APAC participants also expect spending on digital to account for over 75% of their marketing budgets over the same period.

But even though another 42% forecast that their marketing spend on digital will increase by more than 5% next year, only 23% expect their company to be known as a digital business within five years, Campaign Asia reported.

This prompted Accenture to warn industry practitioners that they need to embrace digital in order to survive.

“To be part of the enterprise digital transformation that every business needs to undertake for survival, CMOs need to extend their vision of marketing and its scope,” the report said.

Patricio De Matteis, managing director of Accenture Interactive for APAC, urged marketers to make best use of digital opportunities while also taking account of the customer experience.

“Senior marketing executives are well positioned to assume this role because the opportunities, as well as the potential, lie in the customer, the brand, the interface with the customer and how the customer is empowered,” he said.

He noted that an increasing number of companies are now hiring staff specifically to manage the customer experience and said “the key to success” is in developing an effective omnichannel experience.

This would appear to be an area requiring improvement because nearly three-quarters (73%) of the survey respondents believe it’s “essential” to deliver an effective customer experience, yet only 61% think their company is doing this well.

US mobile e-commerce grows 19-fold

Warc

Mobile e-commerce sales in the US grew from $2.2bn in 2010 to $42.8bn in 2013 and are expected to increase to $50bn by the end of this year, new analysis has shown.

According to e-marketing services provider Custora, that represented growth of 1,875% from 2010 to 2013 while adding that the first quarter of 2014 alone generated $12.2bn in mobile e-commerce sales.

It found direct traffic was the primary driver of mobile phone e-commerce purchases (32.9%) while email marketing drove 26.7% compared to only 20.9% on desktop and 23.1% on tablet.

Organic search accounted for 16%, but social media accounted for less than 1% of mobile orders (0.6% via mobile phones and 0.2% via tablets).

Over a third (37%) of online store visits came via mobile devices by the end of Q1 2014, Custora said, up from 3.4% at the beginning of 2010.

Its analysis – based on over 70m consumers, 100 internet retailers and $10bn in transaction revenue – clearly outlined the growth of mobile, but also showed purchases via a desktop dominated conversation rates, Marketing Land reported.

From January 2013 to March 2014, desktops recorded an average e-commerce conversion rate of 4.3% compared to 2.8% for tablets and 1.4% for mobile phones.

Interestingly, Custora also found online consumers prefer to make their first purchase on a desktop, only moving to a mobile device for repeat purchases after establishing trust with the retailer.

Elsewhere, the study found only 12% of consumers used multiple devices to shop in Q1 2014, although the number doing so has tripled since 2012.

In order to reach these multi-device users, Custora CEO Corey Pierson advised brands to segment them according to the devices they use, Internet Retailer reported.

“The fastest-growing retail brands segment their customer bases and know that different customer segments have unique device preferences, which often translate to varied product category preferences and specific purchasing patterns,” he said.

Over 2 Million Daily Mobile Web Users in Denmark

eMarketer

Denmark’s regular internet users are quickly converting to mobile access. In a study conducted by Statistics Denmark in Q2 2014, 2.1 million 16-to-89-year-old internet users in the country said they went online via a mobile device every day—an increase of 800,000 people since 2012. In total, the share of respondents who said they were daily mobile web users jumped from 29% to 46% between 2012 and 2014.

175794 Over 2 Million Daily Mobile Web Users in Denmark

The rise in mobile web access has been dramatic in all age groups. But the largest proportional increases were seen in the 16-to-24 age group—where penetration rose from 54% to 78% in two years—and among those ages 45 to 54—where daily usage nearly doubled, from 24% to 47%.

Among seniors ages 65 to 74 and 75 to 89, daily engagement with the mobile web was much lower, at 14% and 3%, respectively. But in both these age brackets, usage had at least trebled compared with 2012.

Online activities, including social networking, reading the news, email and internet banking, are transferring to mobile platforms at different rates, Statistics Denmark reported. In fact, all these things were more likely to be carried out on a computer than on a mobile device, but consumers were understandably happier to visit social sites or check the news via mobile than to do their banking on a smaller screen.

In Denmark as elsewhere, mobile web activity is closely related to smartphone penetration. The country already has the second-highest level of smartphone usage in Western Europe, eMarketer estimates. In fact, advanced handset penetration is rising faster in Denmark than in Norway, the top-ranked country by this measure. As a result, we expect Denmark to surpass Norway in smartphone user penetration in 2017.

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Smartphone Commerce: Visits, Revenue, Orders Increase

MediaPost

More retail activity is starting with mobile devices, which is growing dramatically across the board.

While most actual purchasing still happens in stores and most online buying is from desktops, mobile continues to increase its influence on all areas.

Two separate studies out this week provide yet another snapshot of the scope of activity.

Revenue from dedicated mobile commerce sites of more than 350 retailers jumped 114% from a year ago, based on an index from Unbound Commerce. The average value of a mobile order increased 31% to $109 in that tally.

The monthly Mobile Commerce Index for June by BrandingBrand also found the mobile market marches on.

Smartphone activity is growing across the board, with the highest percentage growth in the area of revenue. Here’s the smartphone activity growth compared to the same month a year ago, according to Branding Brand.:

  • 110% — Revenue
  • 84% — Orders
  • 74% — Page views
  • 57% — Visits

The data is based on a sample of 26 of its retail customers comprising 109 million Web page views, 873 million page views and 2 million orders with total revenue of $291 million.

Traffic from mobile devices continues to increase, with almost half (49%) now coming from smartphones and tablets.

However, the majority (72%) of orders are non-mobile orders, though the market share of smartphone orders increased 68% from a year ago.

Many studies show commerce from tablets being much higher than those form smartphones.

However, in what may be an early indicator, the BrandingBrand index shows the gap narrowing, with 15% coming from tablets and 14% from smartphones.

As a source of revenue, mobile orders also continue to grow, now accounting for a quarter of revenue, up from 20% a year ago.

These and similar recent studies continue to document the import of mobile commerce. This presents the question of how well merchants and marketers can keep up.

All the major issues relating to mobile commerce will be discussed at the MediaPost OMMA mCommerce conference in New York on Aug. 7. Hope to see you there. Check out the agenda.

Global Ad Spending Growth to Double This Year

eMarketer

Advertisers worldwide will spend $545.40 billion on paid media in 2014, according to new figures from eMarketer. Total media ad spending will increase 5.7%, eMarketer projects, more than doubling its growth rate of 2.6% from a year ago.

174740 Global Ad Spending Growth to Double This Year

Several factors will drive this year’s growth in total media ad spending—not only the worldwide advertising frenzies attached to the FIFA World Cup and, to a lesser extent, the Winter Olympics, but also the steady increases in online and mobile advertising as consumers globally shift their attention to digital devices.

On a country-by-country basis, the US is by far the leader in total media ad spending. eMarketer estimates that the US will eclipse $180 billion in advertising spending this year, or nearly one-third of the worldwide total. This spending is also the highest in the world per capita; US advertisers will spend nearly $565 on paid media, on average, to reach each consumer in the country in 2014.

By comparison, advertisers in China will spend only $37.01 per person, though the country’s large population adds up to the second-biggest ad spending total in the world. Norway is the second-leading country in terms of ad spending per person, at $538.71. Australia comes next in line at around $504 per person and is the only other country where advertisers will spend more than $400 this year to reach the average consumer.

On a long-term basis, digital channels will continue to drive advertising growth across the globe. eMarketer estimates that digital ad spending will increase 16.7% this year, totaling $140.15 billion and surpassing 25% of all media ad spending for the first time.

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Sharing On Twitter And Pinterest Leans Mostly Mobile

MediaPost

By now it’s clear that mobile and social have become more than a shotgun marriage.Findings from comScore last month showed that more than 70% of time spent in social media takes place on mobile devices (including tablets). And total mobile engagement on social is up 55% in the last year.

In its latest quarterly report, ShareThis took a closer look at sharing activity among top social platforms on mobile. Twitter and Pinterest emerge as the most mobile-centric networks, with 75% of all content sharing on those platforms happening in mobile. By comparison, half of sharing activity on Facebook is mobile.

However, because of Facebook’s size (1 billion monthly mobile users), it accounts for 72% of sharing on smartphones, versus 14% for Twitter, and 12% for Pinterest. On tablets, Facebook’s share falls to 64%, and Twitter’s to 7%, while Pinterest sees a bump to 22%. “There is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones,” states ShareThis blog post today.

Furthermore, Facebook is where people go to share content about politics and parenting, while Twitter — because of its real-time DNA — leans toward sports and business, and Pinterest sharing is focused on shopping. That’s a natural outgrowth of Pinterest’s emphasis on visual presentation and consumer products.

In that vein, mobile users are twice as likely to interact with desktop content as any other category.

When it comes to mobile operating systems, Android users are more active on Facebook, while iOS users are more likely to share material on Twitter and Pinterest. In terms of demographic trends, sharing on tablets among people 55 and over nearly doubled over the first quarter. And 43% of social activity on tablets is driven by people in that age group.

Social interaction on mobile devices also grew 13% among African-Americans and 6% among Hispanics in the quarter. Overall, sharing from smartphones and tablets grew more than 30%, while that on the desktop fell 5% between the first and second quarter. The mobile gain was driven mainly by activity on smartphones, which was up about 28%.

Across desktop and mobile, Facebook accounted for almost two-thirds (64%) of sharing, with Twitter and Pinterest each claiming 9%. But the two smaller competitors together gained 2% share on Facebook from the prior quarter.

Total US Ad Spending to See Largest Increase Since 2004

eMarketer

Total media ad spending in the US this year will see its largest increase in a decade, according to new figures from eMarketer. On the strength of gains in mobile and TV advertising, total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%.

174134 Total US Ad Spending to See Largest Increase Since 2004

Mobile will lead this year’s rise in total media ad spending in the US, and advertisers will spend 83.0% more on tablets and smartphones than they did in 2013—an increase of $8.04 billion. By the end of this year, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops. Though investments in TV advertising will rise just 3.3%, advertisers will spend $2.19 billion more on the medium than they did in 2013, making it the second-leading category in terms of year-over-year dollar growth.

The surge in mobile advertising is chiefly attributable to the fact that consumers are spending more and more time with their tablets and smartphones. According to eMarketer’s latest estimates, US adults will spend an average of 2 hours 51 minutes per day with mobile devices this year. In 2013, daily time spent on mobile devices and on desktops and laptops was equal, totaling 2 hours 19 minutes, but this year, time with desktops and laptops will drop slightly to 2 hours 12 minutes, while mobile time will increase significantly. TV remains by far the largest beneficiary of adults’ media time, at 4 hours 28 minutes in 2014, hence its persistent lead as the top category for advertising spending.

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Power in their hands? 4 challenges publishers should think about as opportunities

The Media Briefing

You’re entitled to an eye roll over the phrase “the power is firmly in their hands” when someone references the changing mobile landscape, but the phrase still stands.

We’re not the ones saying it this time, however, but rather IDG Global Solutions in their latest report/survey: The Mobile Evolution: Connecting Content.

More than 23,500 executives and consumers across 43 countries were interviewed for the report, which focuses on four key areas:

  1. Tech choices
  2. Attention
  3. Video
  4. The evolving media landscape

1. Tech choices

As well as the simple technological fact that the internet is a two-way communication platform and doesn’t run on a broadcast model like print, radio, or television, it also means that communication has changed as our culture is always-on.

That always-on factor is being taken advantage of by companies looking to grab your attention wherever they can. Phone in your pocket? Not to worry, we’ll strap a mobile to your wrist and call it a smartwatch. Left your smartwatch at home? Not to worry, we’ll place a screen directly in front of your eyes so there’s no escape.

“The future is predicted to be omnichannel. People want to move seamlessly between devices wherever, whatever, whenever they want,” says the report, but we say it’s already here: smart TVs, tablets, mobiles, tablets, smartwatches and google glass are all evidence of different screens used in different ways that consumers are already using.

We’ll permit you another eyeroll at the phrase “The Internet of Things,” but it’s another point in the direction of omnichannel consumption habits.

2. Attention

Although placing screens directly in front of your eyes captures your attention pretty well, most people still don’t own Google Glass. More and more people are buying tablets, however: IDG reports that three years ago when they conducted the study only 20 percent of respondents said they owned a tablet. That figure is now 60 percent.

Capturing your audience’s attention is also harder than before. The disruptive nature of the internet has changed the way we communicate, too, especially for younger people, who text (up to 160 characters), Snapchat (up to 10 seconds), Instagram (up to 15 seconds), Tweet (up to 140 characters), and Emoji (we’re coining the verb) in short bursts.

Continue reading…

Infographic: Generation X just as tech savvy as millenials

The Drum

Millenials and generation X have equally migrated to mobile devices, with 65 percent of millennials using a tablet simultaneously with another device, and generation X following closely at 60 per cent, according to the latest IDG Global Mobile Survey.

The report, which surveyed 23,500 people across 43 countries, found that there aren’t major differences in mobile device adoption between the two generations.

Millenials, which encompasses those in the 18 to 34 age group, and generation X, those aged 35 and over, showed similar behaviour when it came to using a tablet to read newspapers – 53 per cent and 40 per cent respectively.

The research also found that 83 per cent and 82 per cent of millennials and generation X respectively use Facebook on their smartphones, while 92 per cent of millennials watch videos on tablets compared with 83 per cent of generation X.

millenials vs genx final Infographic: Generation X just as tech savvy as millenials