blog archive

May 31, 2016

Consumers may be increasingly glued to their smartphones, but that doesn't mean they're not using their tablets, laptops, and other Internet-enabled gadgets. As a marketer, you need to be able to connect with people across all these platforms, which is where cross-device tracking plays a key role. A study by Google revealed that 90 percent of consumers are "sequential screeners" (people who use multiple devices to achieve a single goal). So, a shopper may start checking out bus fares on their laptop, look again later on their tablet, and then complete the ticket purchase on their smartphone. As a 2015 AdExchanger article points out, until recently, cross-device identification meant merely linking desktop computers, tablets, and smartphones—but because of the rise of connected devices, wearables, and the Internet of Things at large, cross-device activity and the marketing potential behind it is exploding. Here's how you can use cross-device tracking in your campaigns.
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May 25, 2016

Mobile users have warmed up to the prospect of sharing their location data with interested brands. Consumers recognize that sharing their information can yield benefits like better app services, more relevant advertisements, and compelling content specific to their GPS coordinates. Marketers also see benefits from this relationship—namely, more consumers coming through their doors. Here are some key ways your local mobile marketing strategy can drive conversions for you.

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May 24, 2016

The whirlwind Upfront/NewFront presentation season just wrapped up, and as always, it was filled with celebrities, spectacles, and announcements (and pronouncements) of all kinds. There's a lot to learn from the largest advertising medium (digital isn't expected to surpass TV until 2017, as eMarketer notes). Here are some takeaways that are particularly thought-provoking for mobile advertising.
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May 20, 2016

Well-thought-out native ads can unlock a new level of customer engagement. Giving the consumer an opportunity to interact with your brand within a medium they're already comfortable with ensures the possibility of a positive interaction. Brands know the context of the medium and can tailor their messaging accordingly.
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May 18, 2016

Mobile phones have been showcasing increasingly bigger, wider screens over the years, but Apple reversed course in March with the launch of the iPhone SE, which the company touts as "the most powerful phone with a four-inch display." It's smaller than its iPhone 6 siblings—the 6s and 6s Plus have screens measuring 4.7 inches and 5.5 inches, respectively. The SE's compact size will be among its selling points for certain customers. But will the phone spur big changes for those in mobile advertising who are used to creating for larger screens?
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May 16, 2016

There's a lot of hullabaloo about viewability in online advertising right now.

As Adweek notes, the Media Rating Council proposed viewability standards for mobile this spring, with a comments period that ended April 30. These proposed standards basically mirrored desktop viewability standards, according to Ad Age: Ads should be considered viewable if at least 50 percent of pixels are in the user's view for at least one second for display formats, or two seconds for video ads. The one caveat is that in-feed formats (which require additional study) may be "viewable" after a shorter time period—perhaps even 50 percent shorter than other formats.

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May 12, 2016

As digital advertising continues to grow, and with the New York Times reporting that digital ad spending will hit nearly $160 billion this year, it's important to understand the medium. Whether you're a seasoned marketing professional or just beginning your career, it can be difficult to determine which mobile ad formats are best for your advertising objectives.
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If you're looking for a mobile conference to attend this year, you'll find no shortage of options. Like mobile marketing, the mobile conference is also on the rise, and it can be tricky to figure out which ones will best benefit your career. Here are five great mobile conferences you can still sign up for. These industry events provide great networking opportunities and the chance to catch up with the latest mobile news in an interactive way.
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May 11, 2016

Public speaking is difficult. The earlier we acknowledge that, the earlier we can begin mastering the tools to steady our nerves and deliver quality talks and presentations. Here are seven public speaking tips for beginners that will help ease the initial butterflies. (It gets better, I promise!).
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May 05, 2016

It's that time of year. The advertising world has historically shoehorned annual budget planning into the spring Upfront period, so that brands can lock in a commitment to premium television (and now video) programming.

While nobody will disagree that there's a wide variety of video content out there, and that the most premium content is worth a multiple over lower quality inventory, allow me to suggest that before you spend a dime on adjacency to prime video content, you make sure you've accurately budgeted enough for your brand's presence on mobile first.
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