Results tagged “Apps” from IABlog

Who are Mobile Gamers and Why Do They Matter?

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Mobile Gaming apps are the most popularly used mobile app type, according to the recently released IAB study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them” which is based on an IAB analysis of Prosper Insights data and represents the self-reported media behaviors of about 15,000 US adults 18 and older (A18+). Not only is Mobile Gaming the number one app type, but Mobile Gamers represent a substantial 37% of the US adult population. 
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Who are Mobile Gamers and why should marketers and digital publishers care? Mobile gamers are likely to be women (56% vs. 51%A18+), professionals (35% vs. 28%), higher earners ($68k vs. $62k) and purchase influencers (40% vs. 32%). They earn more, they spend more and they’re more likely than the general population to be planning both major and minor purchases. A full 16% are planning to buy an auto (vs. 12% A18+). Female mobile gamers are more likely to be planning a vacation (25% vs. 18%A18+) while male mobile gamers are more likely to be shopping for a new mobile device (17% vs. 10% A18+). This is a desirable audience.

But perhaps most important to digital publishers, Mobile Gamers are heavy mobile media users who can also be reached on digital media via their mobile devices. While male Mobile Gamers tend to be heavy gamers (74% play videogames during the week), female Mobile Gamers’ video gaming habits are more reflective of the general population (49% game during the week vs. 44% of A18+). Female Mobile Gamers are casual gamers and they spend their time online, taking in all forms of media on their computers and smartphones.

As heavy digital and mobile users, Mobile Gamers’ purchases are much more influenced by various forms of digital and mobile media than the general adult population, providing ample opportunities to reach them using these ad formats. Not only is this desirable audience more likely to watch online video (73% vs. 56% A18+) and mobile video (65% vs 41%A18+) but they’re also more likely to watch the video ads (62% vs 34%A18+) and even say that their Electronics (18% vs. 13%A18+) and Clothing (12% vs. 8%A18+) purchases are influenced by mobile video.  

Being digitally savvy and mobile focused, 94% of Mobile Gamers regularly research products online (vs. 89% A18+) and on their mobile devices before buying. Interestingly, the products they’re most likely to research (Electronics and Clothing) are also the ones that digital advertising is most likely to persuade them in, presenting an ideal environment to serve such ads. Internet ads and Email ads have more influence on them than Cable TV and nearly as much influence as Broadcast TV. One in three Mobile Gamers say their Electronics purchases are influenced by Internet Ads (vs. 24% A18+) or Email Ads (vs. 25% A18+). Female Mobile Gamers are heavier Social Media users and 23% admit that their clothing purchases are influenced by Social Media (vs. 13% A18+). Thus, ads served to them while researching products, whether online or in the store on their phones, will likely be rewarded.  

Mobile Gamers are more likely to own a smartphone (52%) than a desktop computer (45%) and they regularly showroom. They’re also much more likely than the general US adult population to make purchases using their mobile devices. While Mobile Gamers ‘showroom’ regularly, consisting mostly of reading product reviews and price checking, they most often end up buying the product in person at the store or at a competitor’s store. Interestingly, Mobile Gamers are more likely to both check email on their smartphones (90% vs 62%A18+) and to be influenced by email ads, providing another opportunity to reach them in store. Since they’re reachable on the go via mobile while in the stores, targeted ads, offers or email coupons during their shopping experience would likely sway their purchases. After they’ve left the store, many Mobile Gamers will buy the product online, offering a second chance for advertisers to reach them through digital media.

In summary, Mobile Gamers are a desirable audience that is planning to spend and they shop armed with a smartphone. As heavy mobile users, they are reachable online and are always connected. Their overall media consumption profile implies that a sequenced media mix to these Mobile Gamers could be effective. An ad on a mobile video game, followed by a targeted ad online while they’re researching the product, then followed up with an email offer or targeted in-store offer (for those who are reached by beacons) to catch them while they’re showrooming could win Mobile Gamers’ dollars. Digital and mobile ads are likely to influence Mobile Gamers’ purchases so intercepting their online activities with ads and offers is likely to pay off. A savvy marketing mix that makes good use of the variety of digital formats and mobile technologies could transform Angry Birds into Happy Marketers and Words With Friends to Advertisers With ROI.


About the Author

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Kristina Sruoginis

Kristina Sruoginis is the Research Director at IAB.


How to Advertise on Mobile Messaging Apps

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When phones were still considered the ‘3rd screen’, one of the first ways advertisers tried to reach audiences was through SMS campaigns. American Idol anyone? But mobile-friendly social networks such as Twitter, Facebook and Instagram, with their glitzier interfaces and richer communications through video and images quickly left SMS campaigns in the dust.

But, a Facebook post only has a real life of 3 hours, and a tweet 18 minutes before getting flushed down the timeline. The rise of mobile messaging apps such as WeChat, Line and KakaoTalk promise to combine the direct targeting of SMS with the continuity and multimedia richness of social network communication. How can marketers use these platforms to talk to their consumers effectively?

1. Talk in Emoji

For brands or agencies leading the pack, consider emoji a new exercise in art and copy. Katy Perry’s ‘Roar’ lyric video illustrates how familiarity with the canned symbols is just as important as familiarity with the alphabet in this new craft. For example, the ‘super’ for the line “I got the eye of the tiger a fire”, was “I got the (winking smiley) of the (side tiger)(front tiger)(side tiger) a (flexing bicep).” If that just had you go “???”, think of it as having your copywriter and art director combine into one role, and express in Wingdings. And brands will probably have to get used to the fact that using smileys —and chickens, and monkeys, and poop icons— in their corporate communications is now ‘on-brand’.

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Katy Perry’s “Roar” Lyric Video mashes emoji and text

FYI, Whatsapp, whose interface was featured in the video, didn’t have to pay Perry a dime, simply because she was a fan… and probably has her finger on the pulse of the millennial consumer ;)

2. Hand over your brand with branded stickers

Besides the default emojis, most of the apps come with another type of communication format: Stickers. While emojis are static, canned default symbols from the app, stickers are large, downloadable add-on (read: brandable) GIFs, usually of cute animated characters. The expressiveness of stickers have fans of Line in Taiwan creating viral melodrama comics using the brand’s sticker characters, bunny and bear.

The Walking Dead official account on Line just released their zombie sticker set on Nov 5, allowing fans to disseminate the apocalypse. Stickers are also the perfect vehicle for celebrities. Korean pop idols such as G-Dragon and 2PM have their own suite of mini-me stickers —laughing, crying, booing— expanding the meaning of ‘give your brand over to the fans’. I’m waiting for a Quick Service Restaurant (QSR) to release dancing burgers so I can express my hunger. Turn on your notifications, branded stickers might just become the next hashtag.

Furthermore, these apps are linked to a whole creative suite of ‘in-house’ editing apps such as Line Camera and KakaoStory, that allow you to add filters, messages, stamps to your messaging images. There is a huge possibility there to put a spin on the now ubiquitous photo campaigns. 

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Branded stickers allow consumers to express themselves with your content.

In-app creative apps allow consumers to take your branded content and run with it, such as this Line Camera photo-editing app.

A Walking Dead photo can be edited within Line, with the Line Camera, and shared with friends.

3. Press 1 to Start an Official Dialogue

WeChat brands so far have had the most robust 2-way dialogue with their fans. Starbucks, Harrods, Nike, Durex etc have pinging setups that resemble ‘press one for english’ type phone menus. Chatting with Durex for example, gleans you sex tips, an 8 second voice message in your choice of sexy female or sexy male voice saying ‘Don’t be angry, baby” in Chinese, and hours more of 2-way pleasure.

Nike+ has 8 different workouts delivered right to your message box. Starbucks has the latest coffee blend with gorgeous pictures and a mouth watering description to go along with it. The Walking Dead on Line has ‘On Air’ sessions after every episode airs on TV, attended by over 30,000 fans. This allows the brand to engage directly 1-on-1 with its consumer base, and gauge the popularity of the series’ storyline.

How is this different than an email or Facebook CRM program you might ask? The difference is, consumers can control the path they want to take with talking with the brand, feel special while doing it. And brands get stats on what is most popular.

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The Walking Dead ‘On Air’ function on Line allows 1-on-1 conversations between brand and consumers.

Nike+ on WeChat lets you choose workout programs directly from your message box.

It still remains to be seen when social messaging will truly take off in the U.S. The most popular U.S. based app, Whatsapp, remains staunchly against advertising on its platform. For global brands however, most social messaging apps allow brands to customize localities. So Miley Cyrus has a Japan account, Korean account etc. No matter what, Asia seems to be taking the lead in this conversation, or so its 200 million Wechat users are saying. 

 

WeChat

Line

Kakaotalk

Whatsapp

Facebook

Twitter

Country of Origin

China

South Korea, now Japan-owned

South Korea

US

US

US

Global User base

(millions)

400*

230*

100*

300**

1,555

500

Tech in Asia, August 2013 This statistic gives information on the most popular mobile messenger apps in Asia as of August 2013, based on number of registered users worldwide. As of that month, NHN Japan’s LINE app had 230 million registered users, up from 100 million registered users in January 2013.

**The Next Web; WhatsApp This statistic shows a timeline with the amount of monthly active WhatsApp users worldwide as of October 2013. In August 2013, the mobile messaging platform announced more than 300 million monthly active users, up from over 250 million in June 2013.

About the Author

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Ruth Ong


Ruth Ong is an Art Director at Grey New York. She hails from sunny Singapore and has called New York home for the past 8 years. Besides art, strategy and all things digital, she loves sailing and culinary encounters of the third kind. Twitter: @ruth__ong 

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