Results tagged “Google” from IABlog
For marketers just getting their feet wet in mobile, it can be hard to understand return on investment. At the macro level, spending on mobile advertising is booming (new research from IAB and IAB Europe pegs mobile ad revenue at $8.9 Billion USD worldwide in 2012). However, an overly narrow view risks undervaluing the benefits that mobile advertising brings. That’s why we are pleased to unveil the newest IAB Mobile Center web tool: Mobile Value.
Mobile Value enables a holistic view of the multi-channel impact of mobile advertising. Our calculator consists of a series of simple, fill-in-the-blank web-based forms that invite marketers to input basic data from a recent (or ongoing) campaign—no names or details needed.
The Mobile Value tool incorporates five key mobile value-drivers:
- App downloads
- Cross device purchases
- Mobile site visits
- In-store sales
Of course, not all of these will apply to all campaigns or all marketers, but completing a full circuit of the tool’s components results in a calculation that demonstrates, in dollars and cents, the value a marketer derives from its mobile ad investment.
Complementing each component is a set of measurement tips to help a marketer find (or estimate) the data they need, along with case studies that drive home how each of these components contributes to the total return from mobile advertising.
We’d like to thank our friends at Google for their help creating this tool, and we hope that marketers find it a useful compass as they navigate mobile’s waters!
Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.
Top publishers, mobile and social media experts discuss how to reach multicultural audiences
On Thursday, February 21, 2013, the IAB in partnership with Social Media Week New York held “Mobilecultural: How to Reach the Emerging Mobile, Social and Multicultural User”, a discussion about how brands, marketers and publishers can reach multicultural audiences on social and mobile platforms. The IAB AdLab was packed with more than 100 attendees from agencies, publishers, and brand marketers. Panelists included representatives from all sides of the digital ecosystem, who were able to give a broad perspective how mobile and social media are converging for African American, Hispanic, and other multicultural audiences.
However, it’s not enough to just tell people where the industry is going, it’s better to show them. Monica Bannan, VP of Mobile Media at Nielsen dexterously set the stage with Nielsen’s newly released data that featured the latest trends and data on social and mobile media usage within the last year. Monica opened the presentation with data on how digital is becoming increasing mobile with 36 hours spent online vs. 34 hours spent on mobile devices. This data is in line with the mobile research done by the IAB Mobile Center such as Mobile’s Role in a Consumer’s Media Day. Monica’s presentation also revealed how multicultural users are over-indexing on smartphone adoption with 74% by Asians and 68% by African American and Hispanic users. Such numbers reinforce not only the increasing growth of mobile but that multicultural usage of the mobile platform is growing at encouraging rates.
- Diana Valencia, SVP of Multicultural Communications, Porter Novelli
- Manny Miravete, U.S. Hispanic Industry Manager, Google
- Lateef Sarnor, Head of Multicultural Marketing and Strategy, AOL
- Marcus Ellington, Director of Ad Sales, Interactive One
- Adrian Carrasquillo, Producer and Social Media Manager, NBC News Latino
The conversation was exciting and dynamic, but if I had to pull out just three main takeaways from it they would be the following:
Marketers and brands must move toward mobile and social to engage users, particularly within multicultural audiences.
Lateef Sarnor was able to hone in on what most of the thought leaders are seeing at their companies which is that “social is part of the DNA” and with the high adoption of mobile devices by multicultural users “those realities have informed mobile strategy and everything is becoming mobile first.”
Marketers, advertisers and brands creating engaging multicultural content should avoid the pitfalls of a one-size-fits-all formula.
As Adrian Carrasquillo said, “multicultural consumers don’t want a second rate experience just because it’s niche. You have to elevate the conversation.” Diana Valencia noted that when creating content for multicultural users “it’s important to play into cultural cues whether it’s with content, style or humor you have to differentiate that. This will enhance affinity and empathy of the consumer.”
So, what is the future for publishers, marketers and brands reaching mobilecultural users? Manny Miravete didn’t have his Google glasses on hand to tell us the future but did state that “what is now local engagement will become macro.” It will be increasingly important for all businesses to sync their local and national efforts for both social and mobile campaigns. A second important trend for the mobile industry is as Marcus Ellington concretely states that “in the future more businesses will invest future budget in multicultural, mobile and social because they will see it works.”
Behind every mouse click or swipe is an actual human.
Cheryl Contee brought it all home with a statement that many advertisers, brands and marketers can agree with which is that “it’s important to remember you have the technology but be smart with how you’re applying that technology to actual human beings.” The IAB Mobile Marketing Center strongly supports that idea and will continue to facilitate these and other conversations to continue to move the industry in a direction of growth and understanding of technology and the human beings behind them.
To learn more about events and groups on this topic please visit iab.net/mobile.
About the Author
Yolanda Brown works with the Mobile Marketing Center of Excellence at the IAB on their various mobile committees, events, and initiatives. She also manages IAB Mobile Center’s ‘Tap Into Mobile’ program which helps businesses small and large optimize their sites for the mobile web. She can be reached on Twitter @YolandaMBrown.
For those who have been out of the IAB news loop, last week we held our Annual Leadership Meeting in Phoenix, Arizona. It was an intense, jam-packed few days. One of the highlights for me was that I got to be a “provocateur” in a Town Hall-style break out session we held on mobile monetization, called “Are Mobile Pennies Inevitable? The Challenge of Mobile Monetization.” Under the able moderation of Chris LaSala of Google and Cary Tilds of GroupM, participants jumped in to a lively series of discussions about the challenges facing mobile advertising today, and how we—the industry and the IAB—can contribute to solving them.
We started by enumerating and prioritizing the problems: according to a Kleiner Perkins study, mobile revenue is something like 75 cents per user as compared to $3.50 per user on desktop.
Most of the mobile problems we came up with are familiar ones:
· 1. Lack of knowledge about how to measure
· 2. Too much complexity (HTML5 v Flash, varied screen sizes, etc)
· 3. Creatives hate it: too small, too fragmented
· 4. Standardization is needed
· And so on….
But the biggest problem for investors and brands in mobile is that there’s a lot of chaos to sort through. It’s hard to figure out how to invest in mobile faster, and hard to keep on top of the landscape.
— cary tilds (@ctilds) February 25, 2013
What is Mobile?
One challenge is that we don’t even have a firm answer to “what is mobile?” And indeed, the distinction between “mobile” and “not mobile” may be fading away. Whether we separate out mobile, or how we divide up the world, depends on what we’re talking about.
From a marketing strategy perspective, there’s a compelling view that “mobile” shouldn’t be separated out, we should think in terms of at home versus office, event, retail, and other places. The tablet on the couch, the screen in the car dashboard, the smartphone in a restaurant: it’s where you are physically that defines the opportunity, not what device you happen to have. As the IAB says, mobile is really a behavior, not a device type.
Another participant advocated a hub-and-spoke framework, where mobile is not unique or disconnected from other media, but is the central device/medium for advertising, and other media (TV, outdoor, print, PC, etc) all are spokes that relate to the mobile hub.
While a marketing strategy perspective may be ready to move beyond the mobile/non-mobile dichotomy, a plumbing point of view still argues for looking at mobile as a distinct medium. There are unique, mobile-specific problems that need to be resolved before these integrated, cross-screen marketing plans are feasible. These relate to scale, approach, and currency, among other things. Technical solutions like HTML 5 will help with some aspects of the plumbing problem but there’s still a lot to do to get mobile advertising flowing easily.
Another strong theme from the Town Hall was that while standards are starting to exist (thanks, IAB!), they are not there, not deep enough, or not clear enough yet.
One of our subgroups recommended, “standardize first, and innovation follows.” Another asked if it shouldn’t be the other way around. That comment sparked the great question: “Is there a necessary trade-off between awesomeness and standardization?” The broader chicken-and-egg question is important, and it shapes the way the IAB approaches timing for mobile and other standards projects. We count on members and others in the ecosystem to let us know if we’re being premature or late to the game. And I do agree that we should strive for standards that permit, or even encourage, awesomeness.
One summary of the conversation held that mobile does not have a monetization problem, it has a measurement problem. And the measurement problem can be decomposed into two parts: a plumbing problem and a standards problem. However, we as an industry are not 100% sure on what the solution to the plumbing problem should be, and if it should cover just mobile or extend across screens/devices. And there’s not complete agreement that there should be standards yet.
A pithier summary of the conversation was: “The screen size is small. That sucks. Get over it, and learn to build mobile creative that works.”
In my mind, both of these conclusions imply time as part of the solution. Time is needed for brands and agencies to get their bearings where mobile is concerned, and it takes time for the media side of the industry to move from competitive land grab to cooperation. Any standards effort requires consensus around which aspects of mobile are just table stakes (where standardization helps everyone) versus things that are true competitive differentiators. Hopefully, via conversations like this and our ongoing standards, committee, research, and other efforts, the IAB’s Mobile Center can accelerate that process.
Joe Laszlo is Senior Director of the Mobile Marketing Center of Excellence at the IAB.
Julie Van Ullen
Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.