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Before your business starts throwing dollars toward mobile campaigns to reel in armies of shoppers at the mall, buyer beware: much of the conventional wisdom about how and where people use their devices is wrong.
There is an education gap in consumer privacy across online and mobile, so let us set the record straight.
At the end of the day, it is data science that provides the predictive analytics that can drive an uplift in conversion, decreased costs and ultimately delivery of the right ad creative at the right time and place.
We all concede that there is a huge gap in traditional mobile advertising measurement. Since the prevailing standard for measurement is clicks, advertisers put all their efforts and confidence in measuring clicks as a barometer for campaign success.
Targeting involves a lot of guesswork. Just because someone visits a site, dwells on a profile or engages with some content does not necessarily make him or her a prime candidate for your campaign.
Contrary to industry misperception, real-time bidding does not devalue inventory, bid on remnant inventory, compromise brand safety or hurt the relationship between advertisers and publishers.
Mobile open rates of email are 48 percent in the U.S. and 55 percent for the retail industry, social sharing on mobile occurs twice as often as shares on the desktop, and redemption rates for mobile coupons are 10 times higher than those of traditional coupons.
With Apple releasing its latest version of the iPad – one that will make it even easier to generate excitement for your projects – it is becoming clear that visual storytelling for a brand is essential for forward-thinking marketers.
Stop looking for data to defend or dismiss one channel over another. Do not accept the silos and turf battles as inevitable.
The rise in CTRs on mobile has fueled the proliferation of mobile ads and promotions, and many marketers have celebrated impressive click-throughs for various campaigns. But CTRs do not equal sales leads.
On the return flight home for Thanksgiving this past week, I read Nassim Taleb’s book, “The Black Swan,” and decided that ‘tis the season to draw profound parallels between innovation and poultry.
How can search engine optimization, one of the most important user acquisition channels for Web marketers, be so overlooked in the mobile sector?
When the social media revolution hit, luxury brands hung back, preferring to be fearful angels rather than rushing fools. They saw inherent contradictions between luxury goods and social media.
It is that time again. The Christmas decorations and candy are already out in the chain pharmacy stores, and it will not be long before the traditional holiday music starts playing.
The Outdoor Advertising Association of America recently established standards and best practices for mobile and social integration with out-of-home media. This paves the way for a consistent mobile integration with OOH ads.
While there have always been fads in luxury — remember the giant bird feathers on Victorian ladies’ hats? — most luxury goods have had a permanence to them that made their status and value predictable. That is changing — fast.
Intel cofounder Andy Grove describes an inflection point as “an event that changes the way we think and act.” Inflection points can be the result of action taken by a company, government or invention. But how do we know when we are truly at an inflection point?
What if I told you that the entire system used to measure the impact of mobile advertisements is flawed – and you could do something about it?
As the mobile-application user base grows, so does the volume of trouble tickets: the emails, phone calls, tweets and other messages from users who are confused or upset.
Mobile is the media for the moment. Advertisers, retailers and brands simply must have mobile as an integrated part of their holiday marketing plans and budgets. Fortunately, it is not too late to deploy the proper efforts.
Apple’s recently launched iOS7 has given iPhones and iPads a whole new look and feel, but the update also raises concerns for consumers who are traveling abroad with these devices.
