Results tagged “inMobi” from IABlog
From the Winter Olympics to a fantastic World Cup, it’s already been a great year for sports around the world. And as the summer baseball season unfolds in the US, the IAB Mobile Center and InMobi have collaborated to publish a look at how US consumers use their smartphones to plan and purchase tickets to sporting events.
This report completes a trilogy of studies examining mobile and ticketing. Previously we looked at mobile and movies and mobile and live theater and music performances. Like those event categories, sports benefits greatly from the ease and convenience of the mobile internet.
Among the key findings from the sports research:
- 85% of mobile sports fans turn to mobile after seeing ads for entertainment events on other channels.
- 49% of mobile sports fans say they find information about entertainment activities via mobile, making that channel more important than PC and print for entertainment information.
- 78% of mobile sports fans use their mobiles to help plan trips to watch live sporting events.
- Sports fans use their devices during games to record videos and watch replays.
- 1 out of 3 mobile sports fans purchases game tickets directly through their phones or tablets. Box office, online and mobile are now all major sources of ticket sales.
Like mobile consumers generally, mobile sports fans gravitate toward ads that combine fun and relevance. Sports marketers seeking to make mobile an MVP on their media team should remember that 36% of this group prefer ads that showcase video, sound, and photos; 33% like deals or other promotions; 28% like pre-sale ticket opportunities; and 27% like ads that feature their favorite sports team.
It’s hard to imagine a category of marketer that’s a more natural fit for mobile than entertainment ticketing. Whether it’s a spontaneous movie night, the game of the year, or the concert of a lifetime, mobile has the immediacy and relevance to help a fan learn what’s going on, act on that, and share the experience with friends and the world. We hope these three studies help open marketers’ eyes to the value that mobile brings to the world of event ticketing, and look forward to seeing even tighter and better integration of mobile into sports, music, theater, event, and movie marketing.
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
- Growth in smartphone and tablet usage (according to the IAB Mobile Center research, as of January 2014, 57% of all US adults owned a smartphone and 44% owned a tablet)
- Increasing sophistication in mobile app ecosystem
- Growing willingness among consumers to pay for virtual goods and accept mobile advertising
- Virtual goods
- Paid apps and downloads
- Ad format evolution taking place: From advertising that offers player rewards, value exchange video advertising, rich media creative, branded content and more native integration—ads on games are becoming less aggravating—and more frictionless.
- There is an overall increased acceptance of advertising among users when advertising is executed in a way that brings value to their experience, is contextually relevant, delivered in a format that is visually appealing or synergistic to their mobile experience. Benjani highlighted inMobi’s focus on “working with studios and brands to create deeply integrated native ad experiences to connect advertisers to audiences globally.”
- Emotional targeting that is additive to game play (creating value exchange between advertiser and user) tapping into players’ emotions and serving ads in the right place at the right time with the right message is a win for both advertisers and consumers. This allows the brand to be a welcome “hero” for the player, taking part in the user experience and offering players rewards during moments of “achievement” or tips at points of “frustration.”
- “In-game advertising is the only way brand marketers can reach and reward, encourage and rescue players in a way that adds value to the user experience. For example, during Breakthrough Moments™ (BTMs™), brands can reach game players during moments of “achievement,” such as when they get a new high score or a longest jump. With this approach, people will reciprocate the brand’s gift and take a post ad action—such as purchase a product or visit a website—and further engage with the brand, giving marketers a unique way to make lasting, meaningful connections with people,” said Brandt.
- Increasing focus on brand metrics: As Lewis noted, CPM, CPC, CPA and CPV all have some traction in mobile games, but increasingly, better brand metrics, analytics and real-time decisioning are changing the way effectiveness is measured. “Keep in mind as to where your ads are running as not all impressions are equal. If your primary KPI is to deliver a positive brand experience and association, look at where the ad is running and ask if you were playing this game - would you feel interrupted by or helped by this advertisement? User experience is at the paramount of successfully advertising on mobile and simply porting over outdated ad units and placements from display advertising is not enough. These are personal experiences on mobile and the key is tailor advertising to match this new medium”, said O’Connor.
- More options for developers and advertisers: From in-app to HTML5, more options are emerging for game developers and advertisers to foster “native” experiences. Grossberg added: “Brands are also beginning to leverage HTML5 to create their own mobile web games (the game is the advertising!) to engage their target audience at scale through this preferred activity on mobile, and do so in a cost effective manner in a way that fosters social and viral growth.”
About the Author
Kym Nelson serves as an IAB Games Committee Co-Chair and is Senior Vice President of Sales at Twitch TV, the world’s largest live-streaming video platform. In this role since May, 2013, she has created Twitch Media Group, launching an inside, direct-sales media group at Twitch. She is responsible for creating and leading a world-class sales organization that delivers completely new and innovative digital solutions on a platform that is spearheading digital media as we know it today.