Every Thrusday I recap 9 mobile & tablet marketing news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
MobileCommerceDaily.com | 10/27
Marketers see potential in mobile advertising but so far aren’t spending much on it and are avoiding consistent campaigns that coordinate with other media. The main reason they cite, according to a Relevancy Group survey, is the absence of a good return on investment. And that, in turn, may be due to the fact that they’re not looking beyond click rates, writes columnist Zephrin Lasker.
Online Media Daily, by Mark Walsh, Oct 28,
Mobile phone sales in the third quarter saw slowing growth as consumers delayed smartphone purchases and tightened spending overall. Phone shipments worldwide increased 12.8% to 394 million units in the quarter compared to 349 million in the year-earlier period, according to new data from research firm IDC.
With over a dozen talks, conferences, and panels dedicated to revealing its future opportunities, the discussion revolving around mobile advertising held a significant spotlight during Advertising Week.
Of these sessions, perhaps most compelling was one led by Trevor Healy, CEO of[a•mo•bee], whose company specializes in providing advertising solutions for mobile operators, publishers, and advertisers.
Ad clients are thinking more and more about digital, agencies report. Although the dollars aren’t there yet, 34% of advertisers are focusing on digital above other forms, their numbers nearly even with the 35% that continue to give precedence to TV, according to a third-quarter report from media buying company STRATA. Meanwhile, 23% of agencies report buying mobile space for clients, unchanged from the previous quarter, although more of the spending shifted to display from SMS.
There’s no longer any question that digital has a seat at the advertising table, although the dollars spent there don’t yet compare to the money spent on traditional media like television.
According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.
Using both browsers and applications, the U.S. audience accessing social networks from mobile devices totaled 72.2 million in August for a 37% gain from a year before, according to comScore. Facebook was still dominant, with 57 million users, and more than half of mobile social users in August accessed a posting from an organization, brand or event.