The number of consumers starting surveys on their smartphones has grown more than 8x the rate of the industry’s growth. Yet drop-offs rates are 20% higher than on PC. The ARF has developed guidelines to overcome this challenge and optimize mobile survey responses. Read More.
Three key takeaways:
A sampling of other notable findings:
The top apps vary by age group, with YouTube and Snapchat ranking higher on the list among younger Millennials.
Andrew Lipsman and Adam Lella. The 2017 U.S. Mobile App Report. comScore.
To read the complete article, click to visit comScore.
As advertisers rely more and more on mobile data from the digital world to understand the offline behaviors of consumers in the physical world, it’s incumbent upon Out-of-Home (OOH) media companies to provide a deep understanding of consumer mobility and the rapidly evolving relationships between brands and consumers.
Imagine a city, and the roads that surround and intersect. As consumers go about their daily journey, mobile data helps us understand their travel patterns—from home to work and back again, where they shop, where they spend leisure time, and more. Analysis of this data in aggregate allows us to form audience segments based on where people go and the behaviors these audiences share.
Within a geographic location, the best way to connect with each audience segment organically defines itself through understanding those travel patterns relative to the physical locations of the OOH media they pass along the journey. This enables a brand to smart-target campaigns based on the OOH media that over-indexes for the unique consumer segments they wish to reach.
We see a future of greater synchronization of data sets supporting cross-platform planning, and a deeper understanding of OOH’s unique value in building brands and influencing consumer behavior.
Dan Levi, EVP & CMO, Clear Channel Outdoor. Getting OOH on Your Radar to Drive Growth. TheARF.org.
Selected key findings from 2Q2017 Survey
The State of Mobile Ad-Blocking in 2017. 2017. GlobalWebIndex.
Panel Part II Perspectives on mobile effectiveness from the creative, brand building POV
Nick Law, R/GA and Sarah Watson, BBH and Nicholas Moore, ROAR
Sarah presented an example of creative mobile advertising campaign for SONY PlayStation4, “Greatness Awaits.” A two-minute film was created by the agency. It had real-time personalized messages to these gamers and gave them a chance to win game rewards in “real-life”. Their video reactions to the rewards further increased engagement and social sharing. This interactive campaign resulted in almost “breaking” Facebook by generating 20,000 comments. Playstation4 also became the best-selling console that year.
Nick presented a case study on the Nike On Demand. The campaign provided personalized and interactive mobile messaging to keep athletes overcome their personal barriers. Nike optimized their advice in real time to help athletes “crush” their goals. Data, algorithms, and machine learning was applied to produce a more human interaction. The goal is to scale this program.
Nick stated that he would not think of doing anything if it’s not thought of in the filter of mobile. He explained that art evolves with culture, and the way to decode it depends on cultural norms, and the current language of advertising is outdated.
You can now access presentation decks, selected videos, and key takeaways from The Annual Conference Reports, by clicking here and using your myARF login and password.
We need to harness the transformative power of mobile devices in daily life for research. Our smartphones have become personalized extensions of ourselves, and this creates an opportunity for learning. Specifically, by combining passive and survey data, we can provide a rounded picture of consumers that tells not just what they do, but why.
The Mobile Game Playbook: Using Audience Measurement Data to Acquire, Retain and Maximize Revenues
eMarketer provides predictions for digital advancements in 2016. These predictions focus on the impact of mobile, from messaging apps to mobile commerce. eMarketer’s “Six Predictions for What Will Happen” are: the voice of the consumer will be heard, marketers will join the conversation (in messaging apps), mobile payments will take off, mobile commerce will move down the funnel, millennials and centennials will be ok with releasing even more data, and Facebook will become nearly entirely mobile. The article elaborates on these predictions.
See all 5 Cups articles.
eMarketer provides predictions for digital advancements in 2016, which include the impact of mobile, from messaging apps to mobile commerce.
eMarketer’s Six Predictions for 2016:
-The Voice of the Consumer Will Be Heard.
Consumers are using their smartphones to make business calls. As a result, marketers must be prepared to optimize digital content for speech-based queries and must ensure that content can be located by digital personal assistants.
-Marketers Will Join the Conversation (in Messaging Apps).
Facebook will add more services and marketing opportunities for brands in both Messenger and WhatsApp.
-Mobile Payments Will Take Off.
Mobile wallets will become a standard feature on smartphones and increasing numbers of retail stores will accept proximity payments.
-Mobile Commerce Will Move Down the Funnel.
Mobile commerce will represent a larger portion of retail sales as consumers transition from mobile shopping to mobile buying.
-Millennials and Centennials Will Be OK With Releasing Even More Data.
Consumers, especially younger ones, will be willing to give up more of their personal data to marketers and publishers in return for the convenience and value of the connected world.
-Facebook Will Become Nearly Entirely Mobile.
In Q3 2015, 78% of Facebook’s $4.3 billion in worldwide ad revenue came from mobile.
During the same period, 727 million of Facebook’s 1.55 billion MAUs were mobile-only, equivalent to 47% of users.
See all 5 Cups articles.