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Mobile

NYCU: Targeting Without Cookies

The disappearance of third-party cookies will have a major impact on marketing. In the July 17th NYCU, the ARF’s Paul Donato explained the impact on attribution.  Here are excerpts from an article in Digiday on the implications for targeting.   Read more »

Optimizing Mobile Survey Research

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.

comScore The 2017 US Mobile App Report

Three key takeaways:

  • Mobile Apps are the primary driver of digital media consumption but activity is concentrated
  • More signs of having reached ‘peak app’ as interest in new apps begins to wane
  • Millennials prove to be the most engaged, sophisticated and addicted users of apps

A sampling of other notable findings:

  • Across age segments, smartphone users’ #1 app accounts for half of all time spent on apps … and the top 10 account for almost the entirety
  • 55+ year-olds are 5x as likely as 18-34 year-olds to only operate their smartphone with two hands
  • While there are variations by age group, YouTube, Google Search, Facebook & FB Messenger rank high across cohorts.

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.

From the Shopper Insights Event: Mobile Data Sets, Location Opens New Opportunities for Campaign Effectiveness Across Platforms

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.