Audio-video content and video content networks are on the rise. Not one company in the FMCG industry that did not try to start their own initiative around their brand or product in the last two years. From the hype of Social Media another hype was creaping up that many have not yet fully understood but think it might change the world of the advertising industry in the future: viral videos.
The advertising business hopes to make money through Youtube channels and the Google AdSense business. Google invested 100 Mio. US Dollars in the launch of new and original TV content for their Youtube platform, plus they built production studios in London, Los Angeles and Tokyo which might build up Google’s audio-video channel to become one of the main challengers for TV.
Next to the increase of vimeo traffic, more and more video advertising companies arise that produce content, media houses create content hubs as well as PR agencies. Obviously, social advertising companies like Unruly, hallimash or ebuzzing are doing their best to get bloggers implementing and writing about viral ads that their brand customers create. And in the end, the Social Star Awards will make all marketers happy when their virals have made it to become a “viral star”.
The following infographic by the Masters in Marketing Degrees offers some statistics on how the viral web video industry has emerged in the last few years.
We have just recently written about mobile payment and the wallet-free future which Paypal predicts in their study. Now, another nice infographic by the guys from Mobile Payments Today and mobile payment provider Cellum makes its way thorugh the Net, showcasing a day with pure mobile payment.
The funny thing is that most of these mobile payment processes are already happening. And the only question is what will really succeed and what might fail here in mobile payment projects like the Google Wallet or Isis. Some of the projects like QR code or mobile shopping are already being used by geeks like me. And I can hardly remember that I ever did not buy a flight via my mobile devices in the last two years. The question is though when the masses are following the tech guys like us.
This is why the infographic might become interesting – and not even a future outlook anymore. Change in the parking meter? Not necessary. There is an app for that in Vienna. However, many cities still do not offer the opportunity. Still, there is room to evolve and I can think of many other opportunities where mobile payment makes sense. You got some ideas as well? Share them, so we can make the world a cash-free place. Or are you still happy taking a heavy wallet with you day in, day out?
There are different views on why mobile advertising is performing. However, some new studies might spread some light: one form TNS and one from SessionM which did their study in cooperation with Millward Brown. The study SessionM published today shows that consumers react positively twice as often to mobile ads… but only as long as they get some value out of it.
Mobile banners are most used from smartphone owners when they get a gift card, coupon, events tickets or loyalty points. Although this gives some good insight in the ranking of the preferred mobile engagement options, consumers want to know what benefit they get out of the digital experience. It means that marketers need to be clever and having some good approach. The surveyed consumers replied that the way mobile ads are presented was crucial to their feedback.
The study makes clear that the mobile strategies need to be clear to the consumer, said Lars Albright, CEO of SessionM: “The questions are, ‘What value am I bringing to the consumer?’ And, ‘How am I doing it?’” It asked 1,000 consumers in a digital survey, as well as a dozen participants in each four hour interviews. 93% of respondents said they had the opportunity to choose a reward in exchange for their smartphone time was “important”. This comes as no surprise after the latest Adobe study telling us that often digital advertising is found “annoying”.
The difference between rewards-based mobile ads and different types of on-the-go promos was that rewards-based mobile ads performed better for purchase consideration (+65), the brand in brand interaction (+14%), branded website traffic (+13%), web searches (+8%), in-store shopping for the brand (+6%), and approaching the brand’s social media pages (+5%). Obviously, the user can be handled and does not always see banners as “annoying and invasive”.
Finally, while a lot of industry players see location-based services as the key to mobile’s future, Joline McGoldrick, research director at Dynamic Logic, Millward Brown’s digital practice, spoke about how interest-level marketing can be a huge help to the space. “Targeting is getting better in mobile,” Joline McGoldrick, Research Director at Dynamic Logicsaid, “but it is still not perfect.”
Now, although mobile ad revenue is far from reaching big amounts of ad spendings, many marketers see it as a growth area. Whatever the number that is attached to total mobile ad revenue worldwide is, Google is the leader with over half of surveyed people according to eMarketer. And if you see the numbers it seems that Gogle is still not happy with the budget chunk they do get, reaching out for more it seems. But also Facebook investors will see some light at the end of the tunnel with mobile ads on the rise. However, Google might like the competition but all that market dominance simply making way for some more challenging competition.
It will be interesting to see who will come up as the leader in this cmpetition, who can compete with Google in general, and will Google continue to grow their business? You tell us your views….
Digital content readership is changing massively. And the guys at Uberflip have done some research around how data was used between February 2010 and February 2013 via Google Analytics and Uberflip Metrics. The infographic that highlights their findings shows how much mobile content usage and consumption is evolving, as well as how much content is shareable.
From a global perspective, mobile content consumtion in terms of visits makes up 21% (from 1,6% in 2010) while desktop traffic is decreasing continously. But mobile is not the only winner in this field. Video is increasing massively as well since 2010: 22% (from 6% in 2010) of internet users are putting video into their content portfolio.
People also change their way of sharing content these days. While in 2010, users were used to sharing their content via email, in 2013 the figure of sharing content via email went down to 53.3% in February 2013 (from 93.3% in 2010). Facebook and Twitter seem to be the big winner here: 27,4% of people are sharing content via Facebook (compared to 3,4% in 2010), and 9,7% via Twitter (compared to 0,5% in 2010).
We all experience on a daily business how mobile devices are changing our world. Mobiles become more and more our shopping companion, and with it mobile search becomes more and more popular to satisfy our needs. Google and Nielsen cooperated in a recent report to illustrate where and how people use mobile search, and what purchasing behaviour results from it.
Most mobile search activities happen in the afternoon and evening. However, the activities happen at home (68%) and not from “on-the-go” (17%). The driver for the activity is 81% the need for “speed and convenience”. Funnily enough people believe that doing a mobile search at home is easier than opening the computer (83%).
Concerning the types of mobile search, it varies still. People tend to do food and shopping “in-stores” versus finding travel information which is done from their office or while on-the-go. The interesting finding for marketers is that these searches drive users to do additional activities. 73% trigger additional actions after doing their mobile search.
The study makes clear that mobile searches are pushing fast online and offline activities. More than half of all mobile users do call a business, make a purchase and visit a store in the short time-period of only one hour. Furthermore, mobile searches becomes more and more impactful for businesses. Mobile searches trigger consumers for additional actions and conversions (73%). The respondents of the study also visited a retailer’s website (25%), shared information (18%) and visited a store (17%).
Although this study might have some Google touch, the reports offers some good insight into the offline and online world and how it gets driven by mobile search. We should not be surprised to get further new mobile products from Google for users (mobile value-add) as well as for marketers (mobile ad products).
Which products would you like to see from Google for mobile search that don’t exist yet?
In a recent report called “2013 Mobile Future in Focus” comScore released their outlook for mobile trends. The report shows the U.S. mobile and connected device landscape in 2012, which is meant to the set the stage for the international expansion of the mobile revolution. It offers insights into mobile media consumption, mobile networks, platforms, as well as OEMs. It also includes key mobile market insights from the United Kingdom, France, Germany, Spain, Italy, Canada, and Japan.
The report illustrates the following trends for the mobile year 2013…
Multi-mobile use shapes the “Brave New Digital World”
The U.S. is surpassing 125 million U.S. consumers and tablets in mobile consumption. More than 50 million own smart mobile devices which make consumers being always connected. Americans spend more than one out of every three minutes online on mobiles. Does this show the end of the desktop?
Smartphones surpass 50% penetration and start ‘Late Majority’ of adopters
In 2012 the U.S. smartphone market became the year of mobile by finally surpassed 50% market penetration. It enters the “late majority” stage of the technology adoption curve. Smartphone subscribers increased 29% from a year ago and 99% from two years ago. 72% of all newly-bought devices were smartphones.
Android and iOS Control U.S. Smartphone Market
Google’s Android OS and Apple’s iOS dominate the U.S. smartphone landscape with almost 90% of the market today. The well-developed app ecosystems makes it even more difficult for competing platforms to narrow the gap.
Samsung makes splash in smartphone OEM market
Samsung strongly competes more and more with Apple that is still the leading smartphone OEM. The year-over-year increase of more than 100% from Samsung and a two-year increase of more than 400% shows how much they are challenging Apple. The gap between the two competitors is steadily narrowing though.
High-Speed mobile connectivity speeds up mobile content consumption
Wider availability of high-speed internet access has increased the average user’s media consumption experience. Default Wi-Fi accessibility for smartphones and tablets like in coffee shops contributes to the new workplace and a better browsing experience for users. But also the availability of better networks speed (4G and LTE technology) will leverage the mobile content adoption.
The report shows that 2013 was kind of the “year of mobile”. With the rise of smartphone adoption to an over 50% penetration but also tablets becoming more prevalent, it seems that the world is moving more and more away from desktop internet usage. Mobile devices make up the digital media consumption of consumers these days. Obviously, marketers and media companies need to adapt their businesses to the emerging mobile multi-platform world but should also see the opportunity of mobile car technology (Google Glass Project), Augmented Reality (IKEA), QR codes (Adidas) or “mobile storytelling” (AUDI).
So now up to you. What has changed in your mobile adaption from last year? What are you missing in terms of mobile marketing development? And what would you be open for when marketers address you with mobile content?
Although this translation vision still seems (and the hardware framework also looks) like early stages, it defines a translation reality that could become the future of Connected TVs. Easy Way Subtitles provides translation subtitles in any language for all people watching Brazilian TV through Closed Captioning technology combined with Google Translate via mobile devices. I cannot see this taking too long to become a real service via connected screens.
How about you…?
After our input on Twitter’s growth yesterday, let’s have a look at the performance of the other social networking platforms: Google+, Facebook, LinkedIn, Pinterest and… ok, again Twitter.
The guys from Pardot had a look at the changing social landscape and the challenges for marketers with respect to those social platforms in 2012. With many other challenges like lead generation, email marketing, offline activities or media, the selection of the right social networks becomes more and more difficult.
In order to offer some advice to marketer, Pardot created the following overview of each major social network’s performance in 2012. The ROI estimates are based on audience, growth rate, and audience composition, and are calculated to convey potential return for B2B marketers, says their blog post.
Embedded from the Pardot Blog
According to some new research by the Global Web Index, Twitter is growing faster than any other social network in the world, leaving Facebook and Google+ behind. The index polled 31 markets for the research. In their definition, an “active user” is a person who has “used or contributed to Twitter in the past month.”
The study suggests that the number of active microblogging service users increased 40% between the second quarter to the fourth quarter of 2012. Thus, Twitter gets up to 288 million monthly active users. This is an increase by over 700% compared to 2009 when Twitter just had 35.47 million monthly active users.
The research also shows that the engagement rate per user went up with 59% of Twitter handle holders being active on a monthly basis these days. Taken from a global perspective, 21% of worldwide Internet users are now active monthly Twitter users.
The study also shows the percentage change in active (last month) behaviours for Twitter users via PC and via mobile. “Comment about my daily activities” or “Comment on a friends post” is defined as the lowest ranking growth activity from both sides. The positive impact for brands is that Twitter finds more use in marketing which can be seen from “Organizing an event”, “Posting comments about brands”, “Using branded apps (with Twitter)” or “Asking friends about products”. All of these figures show that the 3Rs of the social customer get more impact through Twitter.
How do you use Twitter? Or why don’t you use it? Give us your views on which social platform is most efficient to you…
Some day, I have to be at CES, just to say I have been there, I assume. But time is money and the more projects you are juggling on a daily business, the less time there is for events. And the questions is if it all worth the traveling. So, the CES 2013 passed without me but the three main web connected inventions that caught my attention, shall be summarized briefly in this post.
At different events in 2012 you could hear many speakers talking of the car becoming the most expensive but also most connected mobile device in our lives in the future. CES speakers were following kind of the same lines. When Will Smith was handling many issues while driving his car in iRobot, it seemed all too far away for us those days. Now, just some years have passed and AUDI is already showing the first prototype that allows drivers to travel via autopilot with the option to check emails and social channels when driving under 30 miles per hour. More and more, the car is emerging towards a connected multimedia vehicle which also offers new advertising and marketing approaches through mobile and navigation systems that bridge new opportunities for brand integration. This Beet.TV interview with Rob Norman, Global Chief Digital Officer at GroupM, tells us how…
Magic Glass & Augmented Reality
When we have written about the Google Glass and the short film “Sight”, the vision of integrated and intelligent augmented reality technology seemed even further away from reality. At CES, another company called Innovega showed their version of augmented-reality eyewear. They previewed their invention of a wearable transparent heads-up display, enabled by iOptik contact lens technology, which delivers mega-pixel content with a panoramic field-of-view. An unbelievable “enjoyment of immersive personal media”? Well, the video shows us in two parts Innovega’s glasses why the approval of the FDA would be welcomed soon. And then I can see a future, where we will have the latest content and ads from our brand right in front of our eyes…
Do you still think, TV commercials are one-way communication? You might think again. Audible Magic, an audio fingerprinting and recognition technology company, will be able to detect content and then react on a second screen. The company will partner with three advertising companies (Accelerated Media, DG Mediamind and Cheshire Duo) to create interactive commercials. Those ads shall trigger users by detecting relevant content and then send “relevant” brand content to the viewer. Imagine you are watching a new James Bond film on TV with all their great commercials around “Skyfall”, Audible Magic’s technology recognizes the content and sends you a coupon or a video commercial on a second screen with a nice discount offer.
Although I have listened to Ford’s Community with similar visions where via GPS billboard content shall sync with a smartphone app to be remembered while passing those billboards, it still sounds quite far away.
But the other innovations have shown that the future is just around the corner sometimes. Maybe I need to go to CES 2013 next year to find some more brand power options. You never know…