Results tagged “Mobile Marketing” from IABlog
- Human Error - The more manual steps needed to launch a campaign, the more room there is for errors to occur which may result in discrepancies. With new vendors and products plus the use of code based HTML5 creatives with many assets instead of a tidy flash file, the mobile marketplace isn’t as automated as the desktop marketplace.
- Ad Serving Sequencing - Just like with desktop campaigns there are often multiple parties tracking a single campaign. Typically all of the ad calls don’t fire at once, even if they are all tracking the same thing. Latency and short session time common in mobile make the difference in ad calls a more significant variable than on desktop.
- Reporting - Every vendor has their secret sauce to differentiate themselves in the marketplace. Sometimes it has to do with the metrics they measure or how they validate traffic. As the mobile marketplace matures reporting offerings will be become more consistent, but until then it is important to make sure you are comparing the same things across reports.
- Targeting - Similar to reporting targeting offerings will differ in their features and capabilities. While this is true for desktop targeting as well there is more variability in mobile such as multiple ways to identify location.
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.
A room full of top mobile thought leaders gathered at the 5th annual IAB Mobile Marketplace yesterday. The IAB Mobile Marketing of Excellence was honored to lead the full day of keynote speakers, workshops, and town hall discussions on leveraging opportunities in mobile marketing. The time to act on those opportunities is now.
Inspired by an awesome event, I put together a list of 10 tweets from the event highlighting the power of mobile. Don’t hesitate to retweet them out!
Anna Bager: Mobile Ad Revenue has more than tripled and more than 50% of Americans have smartphones. #IABMB— iab (@iab) April 11, 2013
Thomas Fellger: There are now more mobile phones than toothbrushes. #IABMB— iab (@iab) April 11, 2013
Fellger: Mobile isn’t trying to change behavior. It enhances normal behavior. #IABMB— iab (@iab) April 11, 2013
Car manufacturers don’t sell cars anymore, they sell mobility. A great way to integrate mobile in their products. #IABMB— AmandaMDA (@AmandaMDA) April 11, 2013
Mobile first is no longer a strategy — it’s a reality. #IABMB— Dani Rosen (@DaniRosen) April 11, 2013
Paskalis: The perfect compliment to TV watching is the mobile device. #IABMB— iab (@iab) April 11, 2013
About the Author
The introduction of the new IAB Rising Stars (RS) - Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider - in 2011 ushered in a new era in standard, brand-building display units. The larger, interactive palettes are an ideal vehicle for digital brand advertising at scale.
On the occasion of their two-year anniversary, Undertone surveyed its clients - brands and agencies - as well as publisher partners on key questions reltaed to awareness, sentiment, challenges and metrics. Our goal was to both gain a better understanding as well as create some actionable next steps for the industry to drive adoption of RS.
RS have high awareness with agencies: Over two thirds (69%) of agency respondents were aware of RS compared with 31% on the brand side.
Agency optimism is high: And of those agencies that were familiar with RS, 73% stated that they were either somewhat or very likely to use them again in 2013.
RS drive results: only 2% of agency respondents who ran RS campaigns in 2012 plan to decrease spend on the units in 2013. And performance was the highest ranked evaluation criteria for both brands and agencies.
There are common barriers to entry: for agencies with larger budgets ($10 million and above), concerns over distribution were the key barrier to entry. For agencies with smaller budgets, cost was a factor. For publishers, site design issues and concerns over demand were key issues.
Pushdown and Billboard are the stars amongst Stars: Pushdown was far and away the most adopted format by agencies, brands and publishers in 2012. Billboard was second.
What does this mean?
While RS are off to a great start, there are two clear takeaways for all of us in the industry who believe in their ability to drive value for brands:
Focus on education: publishers, vendors and agencies should spend time educating brands on RS and their value. In addition, more work should be done to understand which units are appropriate for different campaign goals.
Eliminate the gaps: there is a catch-22 situation happening with RS on the buy- and sell-side. Larger agencies are concerned about their ability to gain distribution, while publishers are concerned about lack of demand (and thus hesitant to do the needed website development to accept RS). More prevalence in agency RFPs could give the sell-side the confidence they need.
At the 2013 IAB Annual Leadership Meeting, Randall Rothenberg asked all in attendance to commit to supporting digital brand advertising. IAB Rising Stars are a fantastic place to start. For the full IAB Rising Stars Study, please go to http://www.undertone.com/risingstars/.
Mobile is often referred to as the
Wild Wild West of digital media. Well, the West didn’t stay “wild”
forever, and neither can the mobile marketplace. It is one of the roles of the
IAB to help tame this new frontier. Discrepancies, differences in the count of
metrics like impressions or interactions between two parties, are one of the
major challenges that make mobile seem lawless today. While discrepancies
aren’t unique to mobile campaigns, some of the challenges with investigating
and solving them are.
To dig further into this issue, the IAB Mobile Marketing Center of Excellence hosted a mobile discrepancy working session on February 5th here at the IAB Ad Lab. We brought participants from each part of the mobile supply chain together to talk through mobile discrepancies with the objective of identifying where they are occurring, why, and potentially avenues where the IAB can help the industry. Having a collaborative mix of different perspectives all together in one room fostered knowledge sharing and brought to light new insights.
From a combination of breakout sessions and group conversations we learned that while the troubleshooting process and even some of the root causes of mobile discrepancies are pretty similar to display campaigns on the web, new technology drives some differences. This includes new technology from within the advertising industry as well the innovation taking place in the marketplace.
The new ad specific technology of mobile is an area where the IAB can help. New mobile-focused ad products result in differences in how metrics are counted, reported and even terminology is defined. Like in the early days of web advertising, this is a clear place where the IAB along with our members can help by developing definitions and guidelines. We have already started this with initiatives like MRAID, Mobile Web Measurement Guidelines and the Mobile Phone Creative Guidelines.
Addressing marketplace technology, the fragmentation of devices, operations systems, screen sizes etc., is a bit more challenging. Not only does this create a challenge for developing ad creatives and testing them on devices, but also targeting and even traffic validation, especially for campaigns running across platforms. While some of these variables are beyond the advertising industry’s control, education and best practices can help reduce the friction they cause.
Now that we have clearer understanding of the many factors causing mobile discrepancies we can buckle down, roll up our sleeves, and work together to reduce them and grow trust in the mobile platform. This will take time and involvement from all parties in the digital advertising ecosystem, but based on the enthusiasm of everyone who attended the working session it is clear this is something the industry needs and is ready to do. After all, the West wasn’t settled in one afternoon.
Senior Manager, IAB Mobile Marketing Center of Excellence
Sabrina Alimi is the Senior Marketing Manager of the IAB Mobile Marketing Center of Excellence, where she has a focus on ad operations and key mobile initiatives such as HTML best practices, mobile creative guidelines, discrepancies, and the future of the cookie. In addition, Sabrina leads the IAB’s Local Committee, exploring the opportunities that the use of location unlocks for mobile advertising. Prior to the IAB, Sabrina worked at Microsoft Advertising on the Atlas Media Console where she became a product expert providing technical support to clients and managing bug escalations. She can be reached on Twitter @SabrinaAlimi.
Responding to the innovation boom and an increased focus on the burgeoning
mobile revolution, the international IAB MIXX Awards has expanded its mobile
categories this year. IAB President & CEO Randall Rothenberg explained how mobile
is changing the industry in an Adweek interview earlier this year. “There is an
unusual intimacy with mobile—literally a physical intimacy. You’re holding, swiping,
pinching ads and content. That represents a real change in user experience and
content and advertising. That requires rethinking,” he explained.
In advance of the judging for the MIXX Awards, we asked the judges to share insights on how mobile marketing has developed over the last year.
1. Mobile Integration Across Platforms
It takes a period of experimentation to discover any medium’s true capabilities. Agencies and brands alike are finally discovering how versatile mobile can be as a marketing vehicle. Alberto Ferrer (@albertoferrer), Managing Partner, Marketing and Operations at The Vidal Partnership, says he “particularly likes the integration of mobile with other channels−controlling an experience on your computer via your mobile phone, interacting with a video or TV campaign via your phone.” MIXX Awards judges Lincoln Bjorkman, Executive Vice President and Chief Creative Officer, North America, Digitas (@viabjorkman), and Lori Senecal, Chairman and Chief Executive Officer, kirshenbaum bond senecal (@digitalori), mentioned campaigns such as AMEX Sync with Twitter, which integrates mobile and social, and BMW’s Evolve app, which expands the product experience of an electric car for consumers as good examples of work that’s out there. Work like this proves that mobile can be successfully integrated with other platforms and unify a campaign.
2. Branded Mobile Apps
MIXX Awards judge Alan Schulman, Vice President, Chief Creative Officer, of SapientNitro NY (@DIGschulman), is particularly interested in the growth of mobile applications that “bring brand messaging and transaction together in 4- 5 simple steps. This is the real opportunity—to bring brand messaging, service platforms, and CRM together in a simple seamless way that yields business results.” Andreas Combuechen, Chairman, Chief Executive Officer, Chief Creative Officer of Atmosphere Proximity, mentioned the Nike Golf 360 app, which brings together golf techniques and Nike attire, as an example of “mobile experiences that are being developed to deliver sales instead of just buzz.” Branded Mobile Apps is also one of the new mobile categories for this year’s MIXX Awards.
3. The Future of Mobile
We sensed an energy of excitement when we discussed what might be ahead for mobile with our MIXX Awards judges. Benjamin Palmer (@bnjmn), Co-Founder and Chief Executive Officer of The Barbarian Group, feels that mobile is “actually where the most movement is. We’re in the very early stages of figuring out how we as marketers can do something that’s effective for the brands but also appreciated by our audience.” Dyshaun Muhammad, Senior Marketing Manager of General Mills (@DMBiteandChew), concurs, adding “mobile is rapidly expanding beyond the ruthless focus on utility to embrace being beautiful and visual.” With more interest in mobile than ever before and a newfound flexibility to include form AND function, the future of mobile is powerful.
If you’re a mobile advertising innovator or are creating outstanding interactive advertising, be sure to check out the new MIXX Awards categories and submit your entries before our extended entry deadline on July 20!
*These campaign selections are independent of the MIXX Awards competition. They may or may not have been entered in the 2012 program.
About the Author
Sr. Manager, Events Marketing, Interactive Advertising Bureau (IAB)
Tracy is responsible for the strategy and execution behind marketing all IAB events, including managing marketing partnerships.