With mobile commerce at an all-time high, today’s modern consumer demands optimised, tailored and easy-to-use online offerings across desktop, mobile and tablet. Consumers are increasingly on the go and regularly migrate between devices during the day, presenting an enormous challenge for marketers trying to reach audiences with the right message at the right time.
PwC’s latest Global Entertainment & Media Outlook 2014-2018 predicts that 50% of the UK population will own a tablet by 2018 and 73% will own a smartphone, while the latest survey from eMarketer predicts that m-commerce will rise by 64.8% this year alone. It is therefore undeniable that marketers now need to approach digital advertising strategies with cross-device in mind – but what are the key considerations?
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Whatever you think of the hardware, it's a smart move.
"It’s our job to keep inventing and to be patient. One thing leads to the next."– Jeff Bezos
It's a mark of how technology journalism has evolved that the unveiling of Amazon's Fire Phone wasn't just greeted by coverage of its technical specifications. Yes, it has a 4.7-inch screen, 13-megapixel camera, and a quad-core processor, but most reports recognized that these were just details – and increasingly par-for-the-course ones in the smartphone market.
Even the four front-facing cameras that track the Fire Phone owner's head gestures to help show images in "dynamic perspective" were – while respected for their innovation – seen as something of a novelty feature for now.
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Like this summer’s blockbuster monster Godzilla, mobile is crushing it in media and mobile ads are crushing it hard. Last week Kleiner Perkins’ Mary Meeker presented data at the re/code conference showing that mobile ads are up 47 percent over 2013, and should continue going through the roof. There’s still a massive gap between time spent on mobile and ad dollars spent – but it’s only a matter of time. Add to that the fact that there are 6.8+ billion cell phones on the planet today (1.75 billion of those are smart phones) and it’s easy to see why mobile will soon dominate in every way possible.
Mobile is how consumers connect to the Internet. Mobile is where the search inquiries begin. Mobile is how business transactions are being done. Mobile will soon be how we pay for things. Everything’s gone mobile and it can no longer be a separate ad category for brands - it’s racing to the center of good campaign strategies.
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More than half (57%) of advertisers are buying mobile ads via programmatic means, according to the latest stats from Millennial Media. As more mobile advertisers adopt programmatic buying, this method of real-time optimisation to reach audiences is becoming a valuable part of any campaign. Check out some of the key findings in the infographic below from its April 2014 survey for an overview on mobile advertisers’ plans and perceptions around programmatic buying.
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So the big news this week came from popular mobile dating app Tinder, with its parent company InterActive Corp (IAC) announcing during its earnings call that it may start to introduce native advertising in a bid to make money from the free app.
IAC chairman Greg Blatt said: “The nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”
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Snapchat is the new kid on the block. Everyone’s talking about it. But not only is the app a fun, exciting and ‘snappable’ way for people to exchange visual messages with their friends and family, it’s actually proving to be a fantastic communication resource for brands to engage with consumers.
The problem is that brands are yet to really understand and utilise the platform that Snapchat offers. Take a leaf out of the likes of Taco Bell, Acura and MTV UK’s book and you too can get involved in the “selfie” trend rocking the mobile app world.
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Facebook really does likes to make an impact and its record-breaking $19bn purchase of the instant messaging service WhatsApp certainly sent the digital world into overdrive as critics speculated over the social networking giant’s plans to make money from it. In a statement released by WhatsApp, founder and chief executive Jan Koum promised users: “You can still count on absolutely no ads interrupting your communication”.
Yet the critics among us will ask just how long it will be before Facebook throws its advertising weight behind the app, just like it did with Instagram when it was bought for $1bn. So what is the big plan? Straight from the horse’s mouth, here’s what Mark Zuckerberg had to say in an official statement:
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