While “impressions” are the advertising watchword, they might not be the best way to gauge the effectiveness of online advertising.
Now media outlets are clamoring for better metrics, the newest of which is “the amount of time that a visitor is exposed to an advertisement,” according to Matthew Ingram in a recent Fortune story.
“The Financial Times (FT) is one of the media companies experimenting with this method, which it calls “cost per hour” or CPH advertising—as opposed to the traditional model that charges based on CPM, or cost per thousand impressions,” writes Ingram. “After doing a trial with a number of large brands such as BP and IBM since last fall, the FT says that it is now rolling out the cost-per-hour approach across the company.”
Posted in Announcements, Marketing Strategy, News, Platforms
In case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.
Fluent: Mobile Usage is Leveling Out
The new “Q1 Device & Demo’s” report from Fluent is out and the data points to some fascinating findings in today’s mobile ecosystem.
Mobile Ad Giant Starts Fund to Encourage Better Mobile-First Video
In a move that illustrates the accelerating interest in mobile-first and mobile-friendly initiatives, Opera Mediaworks has launched a new Short Form Video Fund.
Posted in Announcements, Marketing Strategy, Mobile Marketing, News, Technology
The April 2015 Pixalate Global Seller Trust Index is just out and sovrn announced it again ranks as one of the safest platforms in the world.
This year sovrn came in at number six in a list of the top 10.
The Global Seller Trust Index is an important rating standard for programmatic advertising.
“sovrn’s rankings provide advertisers with specific measures on brand-safe supply enabling them to confidently engage with consumers on the sites they love,” according to a release from the company. “The company’s top three ranking in the technology category, a sector that is particularly difficult to find quality inventory, stands as testament to the value and engagement quality of independent sites.”
Posted in Marketing Strategy, Mobile Advertising, Technology
eMarketer estimates that mobile commerce will grow to around $77 billion in the United States alone by the end of 2015. This is due to consumers who desire to purchase items on their mobile devices, as well as a greatly improved mobile shopping experience.
While most business owners understand the importance of having a website that is mobile optimized, it is important to take responsive design one step further. Business owners must ensure that their mobile website design does more than just fit on mobile screens—but is actually visually appealing, easy to use, and easy to checkout.
Posted in Announcements, Marketing Strategy, News, Platforms, Technology
There are many ways in which mobile provides convenience, including access to mobile coupons, and even an increased frequency of mobile-only coupons. With the impressive growth in mobile coupon distribution and use in the past few years, eMarketer created their first-ever forecast for companies providing mobile coupons.
Mobile coupon use from 2013 to 2014 grew from 32% to 36.5%. eMarketer’s forecast for companies using mobile coupons as part of their marketing campaign over the next few years is as follows:
Posted in Marketing Strategy, Mobile Advertising, Mobile Coupons, Mobile Devices, Platforms, Technology
MediaBrix has taken its show on the road.
The company, known for delivering cross-platform ad campaigns that create emotional connections between brands and humans, has opened an office in the UK. Ryan Carter will serve as Managing Director, UK and head up the new digs in London.
“The move allows MediaBrix to continue bringing the highest standards of mobile brand advertising to a burgeoning market,” the company says. “With extensive sales experience in the mobile advertising space, Carter will help some of Europe’s top brands achieve a deeper emotional connection with their mobile audiences using the highly effective MediaBrix platform.”
Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Technology
From the deployment of beacons at major conferences to the growing demand for mobile marketing to drive event attendance, the world of trade shows and events is increasingly going mobile and adopting cutting edge technologies.
To talk about the trade show and event industries, Mobile Marketing Watch recently caught Uzair Dada, CEO of atEvent, to discuss what’s up.
MMW: How would you describe the state of the event industry today? i.e. what kind of shape it is in compared to the past?
The industry has changed dramatically in the last three to five years with the increase in use of mobile-based platforms at events. Today, the majority of organizers utilize some type of mobile registration system and an Attendee app to enrich the in-event experience.
MMW: What is the role of mobile in events and tradeshows today?
Dada: Currently, most organizers use mobile for supplying event attendees logistical information about the event, share social buzz and participate in surveys. The focus is mostly on enhancing the attendee event experience by replacing the old school paper brochure. Some of the newer event technology platforms allow event professionals to scan badge cards and send emails to attendees with pre-configured content.
Posted in Marketing Strategy, Mobile Marketing, Technology