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As we round off the long weekend of deals with Cyber Monday, we have officially started the holiday season which can account for 20-40% of retailer's annual sales. This year, the NRF has estimated an increase of 4.1% of holiday sales to the tune of $586.1 billion with projections of $2 billion in online sales today in the US and Europe alone.
But retailers can't forget the importance of mobile. 16% of consumers are estimated to shop on their mobiles over the holiday season, up from 13% in 2011. As mobile becomes even more of a keystone in holiday campaigns and shopping, it's import to understand how consumers are using their devices.
The IAB in partnership with Prosper Mobile Insights released its second annual Mobile Shoppers study to show where mobile shopping hotspots are around the US as well as how consumers are influenced by apps and digital coupons.
Mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period last year and now accounts for 7% of all digital ad spend.
The figures comes from the latest Internet Advertising Bureau UK (IAB) advertising expenditure report conducted by PwC, which says the increase has been largely fuelled by the increase in smartphone ownership.
In March the IAB reported that mobile ad spend for the whole of 2011 was £203.2m.
Looking at how mobile ad spend breaks down; display, video, SMS and MMS advertising increased like-for-like by 91% to £49.9m while mobile search grew by 152% to £131.6m – accounting for 72% of mobile ad spend.
Hollywood may not have a reputation for embracing new channels, but it's increasingly clear that new channels have the ability to help Hollywood's biggest companies succeed as consumers use technology to interact with content in new ways.
This is especially evident in the world of social media. It's increasingly evident that social channels can impact the small screen, and even though television and cable networks may not fully understand what this means yet, many of them are experimenting and investing in social because they see the potential to benefit.
With 6 billion phones on the planet and 1 billion of them smart phones, mobile is growing faster than ever. Tablets are close behind with 30% of Americans owning tablets or eReaders that are internet enabled. But what are we are marketers and businesses doing about it?
According to today's presentation by MEC's Global Chief Strategy Officer, Melanie Varley, and their Head of Mobile and Emerging Platforms, North America, Andy Wasef, the only way to be creative is to be mobile. Now, more than ever, we need to think of mobile first instead of an add on further into the process of developing a campaign or experience.
Yesterday, the IAB released new research in connection with Meredith's Parents Network surveying moms with school age children on with use of mobile during the back to school season.
Anna Bager, Vice President and General Manager Mobile Marketing Center of Excellence, IAB, believes these results could point to potential opportunities for marketers to reach the coveted "mom" audience:
I know that back-to-school creates great mobile opportunities for brands and retailers to reach busy moms at a pivotal time. This study with Meredith points to a variety of ways that busy moms depend on their mobile devices in order to get through the hectic back-to-school season.
Making Measurement Make Sense (3MS) is, in its own words, a cross-industry coalition committed to developing brand-building digital metrics and cross-platform measurement solutions.
Last week, IAB, ANA and 4A's, the member organizations behind the 3MS initiative, led a webinar showcasing the work behind 3MS and where they are to date. IAB's Sherrill Mane, explained the initiative further:
Basically, [3MS] is a collaboration across the ecosystem to make digital media metrics more brand friendly. We have to have core metrics, standardized metrics and work flow processes to make it easier to have agencies execute campaigns and create a better supply chain. Publishers [also] need this approach as they need a way to speak a language that is understand by all parties.
Multi-screen activities while watching TV are very common with many viewers also on their computers, tablets and mobiles.
According to the Econsultancy/ IAB report, The Multi-Screen Marketer, the way viewers engage with their other screens changes depending on what program they are watching.
We've broken down the percentage of commerce and non-commerce activities for seven major program areas as well as highlighted the top activities for specific programmes and put them in a handy infographic.
The Interactive Advertising Bureau (IAB) is adding a new standard for digital salespeople through its new Digital Media Sales Certification.
We interviewed Jennifer Deutsch, Director of Professional Development, on the new program and how professionals will benefit from this certification.
The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.
There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.
Figures released today from the IAB show that UK online display advertising spend has surpassed £1bn for the first time, marking 13.4% growth for 2011.
This was included in the association’s bi-annual report, conducted by PricewaterhouseCoopers (PwC) which also states that total internet adspend has grown 14.4% to £4.8bn in 2011, up £687m year on year.
Mobile ad spend increased 157% in 2011 to a record £203.2m, according to the IAB and PricewaterhouseCooper (PwC).
With smartphone ownership now standing at 53% in the UK, the IAB attributes the growth to the rapid uptake of apps and social media, fuelled in part by cheaper tariffs.
Consumer use of smartphones and strong tablet sales has sparked a surge in interest from brands, particularly in the retail, technology and FMCG sectors.
The report also states that 51% of Britons now use a mobile device while watching TV, causing advertisers to create more engaging and interactive rich media ads.
O2 Media MD Claire Valoti said the study reflects the confidence in the marketplace that brands and media agencies have around mobile.
Nearly 50% of smartphone owners use their mobile to search for product information after seeing a TV ad, according to a new study from the Internet Advertising Bureau (IAB).
The survey also found that 38% of respondents used their smartphone instore while shopping, with 49% of this group using their mobile to compare prices with other retailers.
Research agency GfK interviewed over 800 smartphone owners to track the purchase journey of their most recently purchased product.