News You Can Use

What Did We Learn From the 2016 Super Bowl Ads?

• Posted: February 22, 2016

Jeep’s Format and Content Won Attention During the Super Bowl

Jeep’s “Portraits” ad was radical in design, according to this Adweek article by Tim Nudd.   “Portraits” was a vertical video, which used less than half of the available TV screen space.  According to the article, “Why Jeep Ran a Vertical Ad on the Super Bowl With 112 Million Watching Horizontal Screens,” Sean Reynolds, Global Executive Creative Director at iris, whose New York office created the 60-second spot, told Adweek, “The close crop was important to really focus the viewer on the eyes and the stories they tell.” Reynolds also commented, “We always had the idea that because it’s a portrait ad, it would look great on a mobile device.” See more . . http://www.adweek.com/news/advertising-branding/why-jeep-ran-vertical-ad-super-bowl-112-million-watching-horizontal-screens-169555?utm_medium=email&utm_campaign=Adweek_Newsletter_2016001007&utm_source=sailthru&utm_term=AWK_NewDaily

 

Did Your Mobile Device Use Increase During the Super Bowl?

There were an estimated 2.5 million more people on digital screens on Super Bowl Sunday compared to the previous Sunday.  Most of that increase resulted from viewers using their mobile devices, rather than desktops.  Joe Mandese also discusses the Digital Traffic Index, which measured this shift in the supply of digital unique users in the Media Post article, “Supply of Mobile Uniques Spikes Super Sunday, Desktop Gets Sacked.”  See more . . . http://www.mediapost.com/publications/article/268695/supply-of-mobile-uniques-spikes-super-sunday-desk.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=90154

 

Did You Watch the PuppyMonkeyBaby Super Bowl Commercial Online?

Super Bowl commercials generated 476 million online views overall, with 62.4 million of those online views occurring on Super Bowl Sunday according to iSpot.TV.  This Broadcasting & Cable article by Jon Lafayette also discusses whether those views came from Facebook or YouTube, and details which ads drew the most views in terms of digital and social activity.  See more. . http://www.broadcastingcable.com/news/currency/super-bowl-ads-draw-476m-views-online/153622

 

Viewers Still Like Super Bowl Ads: How Long Will That Last?

This eMarketer article analyzed a National Retail Federation survey which showed that 77.1% of consumers viewed Super Bowl ads as a form of entertainment.  In contrast, only 4.5% of consumers were bothered by these ads.  The article concluded that Super Bowl ads will continue to be of interest to consumers, and that social media increases their engagement with the ads.  See more . . http://www.emarketer.com/Article/Viewers-Still-Like-Super-Bowl-Ads/1013533

 

How Digital Conversations Reinforce Super Bowl Advertising-The Power of Earned Media Drives Television Engagement

This Journal of Advertising Research article by Harlan E. Spotts, Western New England University, Scott C. Purvis, G&R Cooperative, LLC, and Sandeep Patnaik, University of Maryland University College, investigated the interactive relationship between social media buzz and brand advertising during the 2011 and 2012 Super Bowls.  The authors concluded: “Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.” TAGS: JAR, cross-platform.  Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Snacking, Texting, Fast-Forwarding and Other Ways to Avoid Ads

• Posted: February 16, 2016

 

Would You Like a Snack or a Commercial?

Live TV viewers avoid commercials by multitasking during breaks.  Eating (76%) and texting (69%) are the most frequent activities according to the TiVo research analyzed in this eMarketer article, “Most Digital Viewers Multitask While Watching Live TV.” TAGS: multitasking, commercials, TV advertising, live TV.  See more . . http://www.emarketer.com/Article/Most-Digital-Viewers-Multitask-While-Watching-Live-TV/1013281

 

Can Marketer Avoid the Ad Avoiders?

Ad avoidance by consumers has resulted in marketers seeking alternate means to reach these consumers according to Jack Neff in this Advertising Age article.  Live TV programming, selective digital media strategies, content marketing, sampling, and customized packaging, are among the means by which marketers, such as Clorox, PepsiCo, and Revlon, avoid ad avoidance..TAG: brand challenge.  See more . . http://adage.com/article/print-edition/big-agenda-ad-industry-2016/302067/

 

Ad Avoidance Alert: Fast-Forwarding Not Time-Shifting is the Major Problem

Ad avoidance is not the main reason viewers time-shift TV programs according to Hub Entertainment’s Research report, which is discussed in this MarketingCharts article.  Advertisers should be more concerned about these viewers fast-forwarding through commercials. TAGS: fast-forwarding, time-shifting, commercials, tv advertising.    See more . . http://www.marketingcharts.com/television/as-tv-viewers-time-shift-whats-the-implication-for-ad-avoidance-51957/

 

Will Ad Blocking Force Digital Media to Improve?

Ad blocking has forced publishers to invest in the quality of their online content and to focus on optimal distribution.  By creating more interesting content, targeting audiences precisely, and developing native partnerships with brands, publishers will attract willing and engaged readers according to this Digiday article by Colin Nagy.  TAGS: ad blocking, digital media.  See more . . http://digiday.com/publishers/digital-media-will-improve-in-2016/

 

Do These Commercials Make You Sick?

Consumer avoidance of over-the-counter drug advertising, specifically advertising by analgesic brands, is analyzed in this December 2015 Journal of Advertising Research article. The results reveal that this avoidance is more directly and strongly influenced by affective reactions, such as irritation, and attitude toward such advertising than cognitive reactions, such as perceived utility or skepticism. The authors offer suggestions for mitigation of this ad avoidance behavior. TAGS: OTC, over-the-counter, analgesics.   Source: http://www.thearf.org/journal-of-advertising-research-online-access/

 

Ad Blocking-Consumer Behavior and Advertiser Concerns

• Posted: February 8, 2016

Are You One of the 47% Who Report Ad Blocking?

This Quirk’s Marketing Research Review article, “Your Ad Not Here: Should Marketers Be Worried About Ad-Blocking?” presents statistics and trends related to ad blocking, revealing consumer confusion about the difference between ad-blocking technology and cookie data restriction, and more… See more. . . Source: http://www.quirks.com/articles/2015/20151126-1.aspx

Would You Watch a TrueX Ad For Some Free Web Content?

Fox’s TrueX lets TV viewers choose to watch and interact with a 2-minute ad upfront versus the series of 30s ads spread throughout the programming content. Is this enough to fight ad avoidance? What do consumers choose? See more . . Source: http://blogs.wsj.com/cmo/2015/07/16/foxs-truex-faces-hurdles-in-bid-to-fight-tv-ad-avoidance/

Ad Blocking Won’t Result in a Catastrophe

Current ad-blocking concerns echo earlier fears that surrounded the launch of TiVo and the DVR according to this eMarketer interview with Walt Horstman, President, AudienceXpress.  This article, “Ad Avoidance Isn’t New-It’s Just Evolving,” further discusses the impact of ad blocking.  See more . . Source: http://www.emarketer.com/Article/Ad-Avoidance-Isnt-NewmdashIts-Just-Evolving/1013084

Do Your Intrusive Ads Compel Consumers to Install Ad Blockers?

Ad blockers are being installed to counter intrusive ads, according to 74% of U.S. respondents to the Teads global study, “Why People Block Ads.”  This Media Post article by Tobi Elkin, “80% of People Would Reconsider Installing Ad Blockers, Cite Word-of-Mouth,” examines additional motivations for consumers to use ad blockers online, as well as providing a breakdown of statistics by country. TAG: intrusive ads.  See more . . Source: https://www.morningstar.com/news/pr-news-wire/PRNews_20160129NY10670/teads-releases-global-study-on-why-people-block-ads.html

Consumers Dislike Your Ads and They Are Letting You Know It!

Ad blocking software will be used by 9% of U.S. consumers to opt out of ads in the next three months according to DCN Research Director Rande Price in this article summarizing the organization’s report, “2015 DCN Consumer Ad Block Report.”  The report explains how this statistic was developed, and explores the growing threat from ad blocking software. See more . . Source: https://digitalcontentnext.org/blog/2016/01/05/2015-dcn-consumer-ad-block-report/

 

Chart Source:   https://blog.pagefair.com/2015/ad-blocking-report/

 

 

 

Neuroscience and The Revealing Power of Emotions

• Posted: February 1, 2016

Are Politicians Reading Your Mind?

In order to win elections, political campaigns in many countries are using neuroscience to seek voter data and insights. Kevin Randall, writing for The New York Times describes some of these techniques and campaigns in his article, “Neuropolitics, Where Campaigns Try to Read Your Mind.”  He describes how facial coding, biofeedback, and brain imaging is being used in “neuropolitics” not only to tailor campaigns but even for governing. TAG: neuropolitics.  See more . . Source:

Did Your Smile Help Shape That Ad?

Facial coding technology enables marketers to analyze the facial expressions of consumers as they view ads. Their emotional responses can be more accurate than surveys, interviews or focus groups.  E.J. Schultz, writing for Advertising Age, discusses how facial expressions can reveal responses missed by traditional copy-testing methods in this article, “Facial-Recognition Lets Marketers Gauge Consumers’ Real Responses to Ads.” TAG: facial recognition.  See more . . . Source:   

Are TV Networks Getting Inside Your Brain?

Both Comcast Corp’s NBCUniversal and Viacom Inc. are opening labs where they will track the biometrics of TV viewers in order to understand what programs and commercials elicit the strongest emotional response from viewers.  The TV networks are also interested in using information about viewer focus to find the best time for a commercial within a program.  Time Warner Inc. also uses biometrics to test ads in its lab. This Reuters article by Jessica Toonkel, “TV Networks Open Labs to Read the Minds of Viewers,” discusses how the results from biometric testing can reveal engagement.  TAG: TV viewers. See more . . Source: 

Consumers Lie, Brain Research Reveals the Truth

Market researchers have found that consumers are not always truthful when questioned about their reaction to commercials.  Neuroscientist Moran Cerf, an Assistant Professor of Marketing at Northwestern’s Kellogg School, uses tools like EEGs and fMRIs to observe the brain activity of people as they react to films and commercials, measuring what happens when they positively or negatively engage with content. The content and length of Super Bowl ads are being tested using these tools at Northwestern. This article in Media Post by Sarah Mahoney, “Brain Research: What’s the Best Length for a Super Bowl Spot?” further discusses the costs of brain research, as well as the benefits, such as memorable and engaging commercials.  See more . . . Source:

Your Magazine Ad Placement is Just Wrong

Eye-tracking research involving 183 magazine ads demonstrated that the traditional placement of ads at the top of the page is not the most effective placement.  In fact, eye fixations are drawn to the bottom of the page.  The analysis behind this conclusion as well as the latest research on ad color, placement, and the amount of text for magazine ads is discussed in this June 2015 Journal of Advertising Research article, “The Power of Direct Context As Revealed by Eye Tracking-A Model Tracks Relative Attention to Competing Editorial and Promotional Content,” by Edith G. Smit, University of Amsterdam; Sophie C. Boerman, University of Amsterdam; Lex Van Meurs, GfK.  TAG: magazine ad placement. See more . . . Source:

Analytics-The Benefits and the Challenges

• Posted: January 25, 2016

Who Will Be Increasing Their Marketing Analytics Spending by 66%

The “CMO Survey Report: Highlights and Insights,” August 2015 survey by Christine Moorman and sponsored by McKinsey & Company, American Marketing Association, and The Fuqua School of Business at Duke University, analyzes spending on marketing analytics by firm and industry characteristics.  The survey shows how companies use marketing analytics to drive decisions, how that use is changing, and other metrics related to marketing analytics.  This survey also analyzes other issues of concern to CMOs.  TAGS: CMOs, marketing analytics.  See more . . . Source: http://cmosurvey.org/files/2015/09/The_CMO_Survey-Highlights_and_Insights-Aug-2015.pdf

How to Deliver Positive ROI by Using Predictive Marketing

This Forbes Insights report, “The Predictive Journey,” undertaken in association with Lattice Engines, is based on their 2015 Survey on Predictive Marketing Strategies.  According to this report, mature users of predictive analytics technology report tangible gains to their bottom lines.  Eighty-six percent of marketing executives who have been overseeing predictive marketing for at least two years report an increased return on investments as a result of their predictive marketing. The report also reports on the business value gained from predictive marketing, predictive marketing success metrics, and other key findings. TAG: predictive analytics.  See more . . . Source: http://images.forbes.com/forbesinsights/StudyPDFs/Lattice-ThePredictiveJourney-REPORT.pdf

CPG Firms Too Slowly Becoming Analytics-Driven Organizations?

This research report by Accenture, “CPG Firms Slowly Evolving to Analytics-Driven Organizations,” explores how CPG companies are structuring analytics-driven organizations, and how they are “infusing” analytics into the decision-making processes.  While some of the largest CPG companies (revenue more than $5 billion) have analytics well integrated into core processes, this report concludes that most CPG companies are in the early stage of their analytics journey.  However, companies are committing resources to analytics, and this evolution is accelerating. The report also addresses the barriers that prevent CPG companies from realizing value from analytics, such as the challenges of hiring talent with advanced analytics expertise.  TAG: CPG.  See more . . . Source:  https://www.accenture.com/ae-en/~/media/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Industries_2/Accenture-CPG-Firms-Slowly-Evolving-to-Analytics-Driven-Organizations.pdf

Will Your Data Analytic Efforts Fail?

David Court, a Director in McKinsey’s Dallas Office, analyzes the challenges faced by companies undergoing the transformation necessary to realize the large-scale benefits of data analytics in this McKinsey Quarterly article, “Getting Big Impact From Big Data.” This article provides some of the reasons why data analytics efforts fail to achieve the scale necessary, as well as analyzing the new tools and approaches that are available.  Among the actions recommended are a focus on change management, a redesign of workflows and jobs, as well as a building a foundation of analytics within the corporate culture.  TAG: data analytics.  See more . . . Source:  http://www.mckinsey.com/insights/business_technology/getting_big_impact_from_big_data

Report by White Ops and ANA – “Did Ad Fraud Increase or Decrease Y-O-Y?”

Suzanne Vranica, writing for The Wall Street Journal, discusses the study done by the Association of National Advertisers (ANA) and White Ops Inc. on bot fraud in this article, “Bogus Web Traffic Continues to Plague the Ad Business.” The 2015 study found that between 3% and 37% of the ad impressions of advertisers participating in this study were created by bots. Bot traffic ranged from 2% to 22% in the 2014 study. The article analyzes the red flags related to ad fraud. TAG: bot fraud.  See more . . . Source:  http://www.wsj.com/articles/bogus-web-traffic-continues-to-plague-the-ad-business-1453204801

2016 Predictions and Trends-Part 3

• Posted: January 19, 2016

CES 2016-The Future Revealed

Sarah Ivey, Global Chief Strategy Officer, Initiative, discusses the trends from the Consumer Electronics Show, and she provides the implications of each trend for marketers in this article, “Five Learnings for Marketers From CES 2016,” on the site of Marketing magazine.  Ivey points out that driverless cars will free up drivers to consume media or entertainment during the trip. She analyzes additional trends and provides their marketing implications.  TAG: Consumer Electronics Show.  See more . . . Source: http://www.marketingmagazine.co.uk/article/1378684/five-learnings-marketers-ces-2016

 

34% of Marketers Plan to Increase Spending on Traditional Media in 2016

Noreen O’Leary reports on a survey by RSW/US 2016 in this Adweek article, “Marketers Might Surprise Agencies by Investing in More Traditional Media This Year.”  This survey reveals that marketers are less enthusiastic than agencies about increasing mobile and social budgets. According to this article, 34% of marketers said they will increase spending on traditional media in 2016, while only 19% of agency respondents expect that to happen.  Other points of industry disparity and agreement are discussed in this article.  TAGS: ad spending, traditional media.  See more . . . Source: http://www.adweek.com/news/advertising-branding/marketers-might-surprise-agencies-investing-more-traditional-media-year-168888

 

2016 Will Be the Year of B2B Digital Marketing

In this article from the Internet Advertising Bureau (IAB), Susan Borst, the organization’s Director of Industry Initiatives, presents 2016 predictions from members of the IAB’s B2B Committee.  “Top 2016 Predictions for B2B Digital Advertising,” includes four major trends: creative/content, data, targeting, and viewability.  Explore the predictions provided by committee members.  TAGS: b2b, digital advertising.  See more . . . Source: http://www.iab.com/news/b2b-2016-digital-predictions/

 

Big Data and the FTC’s Guidance

John Eggerton, writing for Broadcasting & Cable, provides an overview of the Federal Trade Commission’s guidance to business on Big Data. The article, “FTC Issues Guidance on Big Data Dos, Don’ts,” discusses the benefits resulting from the collection of data, as well as the risks.  Businesses need to remain aware of the impact of data collection on consumers.  The FTC’s report, “Big Data: A Tool for Inclusion or Exclusion? Understanding the Issues,” also reminds companies of the FTC’s role in monitoring and enforcement. TAGS: big data, FTC.  See more . . . Source: http://www.broadcastingcable.com/news/washington/ftc-issues-guidance-big-data-dos-donts/146735

 

Is the GRP Dead?

In this December 2015 article, “Is the GRP Really Dead in a Cross-Platform Ecosystem?” from The Journal of Advertising Research, Gian M. Fulgoni, the Co-Founder and Chairman Emeritus of comScore, explains why the Gross Rating Point metric will become even more critical in a fragmented media world.  Despite claims that GRP is obsolete in a digital world, Fulgoni provides evidence that GRPs, and targeted GRPs, remain extremely important metrics in the measurement of unduplicated reach and frequency across platforms. TAG: GRP.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/

2016 PREDICTIONS AND TRENDS-PART 2

• Posted: January 11, 2016

Consumers, Heroes, and the Trends That Will Impact Advertising in 2016

Ford Motor Company and advertising agency Ogilvy reveal the “10 Behavioral Trends Guiding Advertising in 2016,” in this Media Post article by Laurie Sullivan. Despite an underlying sense of disillusionment, consumers are willing to embrace heroes, including fictional characters. Sheryl Connelly, Ford’s Global Consumer Trends and Futuring Manager, analyzes additional trends in this article and provides a link to the full study.  TAG: behavioral trends.  See more . . . Source: http://www.mediapost.com/publications/article/265598/10-behavioral-trends-guiding-advertising-in-2016.html

Five Seconds and Counting

Marketers have five seconds to catch the attention of consumers with mobile video advertising according to Gal Borenstein, founder and CEO of the Borenstein Group.  He analyzes the “10 Digital Branding and Marketing Trends to Watch For in 2016” in this Ragan Communications article.  View the infographic and the additional nine trends that will impact your digital branding and marketing in 2016.  TAG: mobile video advertising.  See more . . . Source: http://www.ragan.com/Main/Articles/50581.aspx

Consumers Can Be Motivated Not to Block Ads

Lolly Mason, writing for iMEDIA CONNECTION, believes that publishers and advertisers will reevaluate their digital advertising in 2016 and provide a more positive advertising experience for consumers.  Mason’s article, “The Year We Say Goodbye to Bad Ads?” discusses how fewer, more creative ads, and ads that are less intrusive and more relevant will provide publishers and advertisers with the tools to fight back against ad blocking by consumers. TAG: ad blocking.  See more . . . Source: http://www.imediaconnection.com/content/39712.asp

Email Will Remain the ROI Champion

Data analytics, segmentation, and personalization will increase email’s effectiveness in 2016.  Read how social media presents an opportunity for greater personalization of email in this Direct Marketing News article by Al Urbanski, “In 2016, All Roads Will Lead to Email.” TAG: email marketing.  See more . . . Source: http://www.dmnews.com/in-2016-all-roads-will-lead-to-email/printarticle/461319/

How Do Consumers Think in a Digital World?

The goal of the authors in this December 2015 Journal of Advertising Research article  was to replicate the most-cited study in advertising research, the elaboration likelihood model (ELM), to see if this model would reflect how consumers think in the digital world.

The authors are Gayle Kerr, Queensland University of Technology; Don E. Schultz, Northwestern University; Philip J. Kitchen, ESC Rennes School of Business; Frank J. Mulhern, Northwestern University, and Park Beede, Higher Colleges of Technology.

The authors conclude in this article, “Does Traditional Advertising Theory Apply to the Digital World?  A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,” that the results of the 1983 study could not be replicated today in any of the three countries in which the current study was conducted.  They suggest that advertising scholars need to examine the assumptions and foundations of “advertising theory.” TAGS: elaboration likelihood model, replication of research.  See more . . . Source: http://www.thearf.org/journal-of-advertising-research-online-access/

 

2016 Predictions and Trends

• Posted: January 4, 2016

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
See more...
Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
See more…
Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
See more…
Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
See more…
Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
See more…
Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Six Market Research Trends to Watch in 2016

• Posted: December 28, 2015

Kirk Hendrickson considers the trends that will impact market researchers and clients in 2016 in this Media Post article. Ad spending will continue to move to mobile, brands will increase efforts to measure the “experiencing-self” of consumers, consumers expect to “buy anything, anywhere” in the new shopping landscape, big data keeps getting bigger, the increase in video spending parallels the increase in video consumption, and in-store experience is more critical than ever.

Research will be more flexible, customizable, and focused on the “experiencing–self.”  In addition, researchers will continue to incorporate innovative technology into their research offerings, and to create a cohesive story for their clients.

See all 5 Cups articles.

 

Top Trends for Mobile Advertising and Data Science in 2016

• Posted: December 28, 2015

Lauren Moores presents the five top trends for mobile and data science in 2016 in this Advertising Age article. Marketers will begin adopting beacon proximity signals, mobile audience modeling and prospecting will get more sophisticated, advertisers will dig into physical and emotional signals from wearables, creative agencies will turn to data science to optimize campaigns, and cross-device marketing will become even more prevalent.

Moores points out that mobile is a way of living and a vehicle for content and communications.  In 2016, the distinction between digital and linear channels will begin to blur, and marketers will combine behavioral and geolocation signals to uncover new customers.  In addition, there is strong potential for campaign and audience optimization as a result of mobile data.

See all 5 Cups articles.