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Mobile

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.

The State of Mobile Ad-Blocking in 2017

Selected key findings from 2Q2017 Survey

  • Despite mobiles being one of the most commonly owned devices in the US, they lag significantly behind PCs and laptops as a device used for ad-blocking – only 22% of current ad-blocker users are blocking ads on their smartphones (meaning only 15% of US internet device owners block ads on mobile).
  • Only half of internet device owners in the USA are even aware that they can block ads on their mobile. And if we look only at those who have not blocked ads on a mobile, more than 6 in 10 state that they did not know that it was possible to do so.
  • There remains little willingness or recognition on the part of many consumers to accept that ads – even if they are respectful – are at the core of free content online. 1 in 2 smartphone owners in the USA state that they would prefer to block all ads on their mobile device. However, it is still one fifth of smartphone owners who say they don’t mind seeing ads on their mobile if they are respectful, while a similar number say they are willing to donate money to support websites.
  • It’s ad-frustration which is the biggest driver of ad-blocking uptake in the US. Respondents were most likely to state that ad-overload, irrelevant content, intrusive formats and slow page load speeds motivate them to deploy an ad-blocker. Around 3 in 10 US Ad-Blockers are stating that they are concerned about ads compromising their online privacy, and 1 in 4 saying they don’t like ads which are personalized based on their browsing history. But most of all it’s poor user experience which is driving this resistance to ads.

The State of Mobile Ad-Blocking in 2017. 2017. GlobalWebIndex.

Creating Effective Mobile Advertising

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.

 

 

How Mobile is Changing the Role of Marketing Research via The American Marketing Association (source: David Krajicek, chief commercial officer of GfK Consumer Experiences)

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.

Key Takeaways:

  • What? With its GPS capabilities and always-present status, the mobile phone can help marketers research people at the moment discovery.
  • So what? The biggest mobile “miss” is to treat mobile as just another platform, ignoring its inherent intimacy, immediacy, and versatility.
  • Now what? By combining passive and survey data, we can provide a rounded picture of consumers that tells not just what they do, but why.

Access full article from The American Marketing Associaton

The Mobile Game Playbook

The Mobile Game Playbook: Using Audience Measurement Data to Acquire, Retain and Maximize Revenues

1:00-2:00pm ET

Attracting users and keeping them engaged well past download is a great challenge for most mobile app developers, publishers and marketers. But nowhere is the challenge — and the opportunity — greater than in mobile games. In an industry where there is no dominant player and lots of potential upside, every game publisher is fighting for user attention. That means a clear understanding of the user, and their journey, is all the more important. Through the use case of mobile games, learn how to use data to improve acquisition, retention, and earning potential.
Key Points
  • The demographics of the mobile game consumer
  • A profile of a day in their life
  • Use cases for using data for app/game discovery, profiling/segmenting users, and acquisition strategies
Speakers
T.S. KellyCEO & Chief Strategist, The Media Strategist
Angelo Ngai – Lead Mobile Analyst, SuperData Research
Hannu VerkasaloCEO, Verto Analytics

 

Trends for 2016: Six Predictions for What Will Happen

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.

 

Trends for 2016: Six Predictions for What Will Happen

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.

 

 

The Industry Starts To Rally Around Location Data Accuracy, But It’s A Long Road Ahead

Allison Schiff, writing for Ad Exchanger, discusses the major challenges impacting increased use of location data, which include:

-The lack of a systematic way to discern between different types of location data, including how granular it is or when it was derived.

-Inaccurate location data appended to ad inventory.

-The need for increased industry information around how location data is generated.

-Understanding exactly what an advertiser wants to achieve using location data.

-Lack of industry standards, education, quality control, transparency, and technology issues.

-Additional OpenRTB guidelines on how to transmit location data, minimum thresholds, for accuracy and precision, and data freshness parameters.

The Mobile Marketing (MMA) is in early talks with the Media Ratings Council (MRC) to develop official standards for location data transparency. The goal of this partnership is to standardize measurement of offline foot traffic generated by mobile marketing.  According to MMA CEO Greg Stuart, achieving this goal will bring “clarity into a space that is today burgeoning with varied methods and competing claims. Standardization benefits us all.”

Additional issues that will have to be addressed include: consumer privacy concerns, fraud, transparency of location data between publishers and users, and consent around selling location data to third parties.

See all 5 Cups articles.