- No categories
Nearly three out of every four minutes of app usage occurs on one of the individual’s top four apps. But who is to say that all of the other apps downloaded are deemed disposable?
If you find yourself having budget left as we approach the end of the year, congratulations. That feeling can be akin to striking gold.
With the maturity of mobile as an advertising platform in audience time, media spend and technical capabilities, it is incumbent on brands to refine their mobile campaign optimization criteria to keep pace with the evolving mobile ecosystem.
The retail industry has recently undergone a massive transformation when it comes to shopper marketing.
As the rubber hits the road for most retailers heading into the holiday season, some key decisions about mobile commerce are being kicked into the long grass for seeming want of clarity.
According to the old proverb, you catch more flies with honey than with vinegar. Does the same principle apply in a luxury retail setting? No, says a recent study that implies that the ruder the sales staff, the better the sales.
Every so often, I read an editorial or opinion piece that bemoans mobile technology’s takeover of our work-life “balance.” The popular belief is that smartphones are turning human beings into workaholics, 24/7 mobile addicts or both.
In the luxury category, finding a story to tell about the brand is not hard. What is harder, but worth doing, is the brand telling an archetypal story about the customer.
Mobile programmatic is a fundamental shift in how advertising has been done. The transition is very similar to what happened with digitalization of stock markets.
Most brand marketers today still believe that click-through rates are the best indication of user engagement and media quality measurement in mobile advertising. Not so.
In the late 1960s, Ford Motor Company’s advertising proclaimed that the automaker had “a better idea.” During Advertising Week in New York, the company admitted that its mobile learnings have come in large part from others.
The last 10 years has seen unprecedented investment in ad technology. According to Brian Andersen, partner at Luma Partners, this has amounted to $5 billion in venture capital, which has created an ecosystem of more than 200 venture-backed companies in the video ad ecosystem alone.
Mobile advertising methods have recently been brought into question by a small proportion of companies exploring the benefits of ad trading.
Luxury brands can now capitalize on these greater data insights and tailor a customized experience for consumers – a powerful strategy if used correctly. But get it wrong and the results could be devastating.
The popularity of mobile event applications – matched by their rapidly expanding power and flexibility – is a direct result of the newly emerging mobile workspace.
Sub-brands, or secondary brands, need to relate and support the original brand. Not to do so creates confusion and mistrust. This group of emerging brands is a singular opportunity to allow others to paint on the canvas of an existing brand.
It may seem clichéd, but brand marketers would do well to abide by the dating advice they were given years ago.
Why are we serving the same crappy advertising patterned after desktop units such as pre-roll video ads, mini banner ads, interstitials and the like? And why have we accelerated automation that makes it so easy to deploy such formats when industry research shows that users do not respond positively to these ads?
Recent comScore data indicates mobile media consumption is the most used form of digital media consumption, which should intuitively correlate to a tipping point in spend. Yet, there still remains debate as our industry struggles to allocate traditional brand marketing dollars to this opportunity.
Strategically identifying and filling gaps in the high-end market for heritage brands requires a new and unique discipline.
When we see a heritage brand make that creative leap into the future, we know this transference has one significant act: having the courage to let others paint on the canvas of your brand.
